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BUILDING RAPPORT WITH MULTICULTURAL CLIENTS

Building rapport with culturally diverse real estate clients is not the same as with Anglo American clients. In this country we assume everyone wants to be greeted with a firm handshake, a broad smile and direct eye contact but this is not necessary true for people from outside the United States.

For instance, touching some clients in any way can be extremely offensive. Simply shaking the hand or touching the shoulder of traditional Middle Eastern or Japanese women can be the equivalent of rape in their country. This is why it’s crucial to let the client take the lead rather than assuming how anyone wants to be greeted.

When meeting anyone, hesitate for a moment after introducing yourself and see what kind of greeting the client offers you. Most multicultural men will give you a handshake but may also bow to you at the same time so you should do likewise. Others may hug you and even kiss you on both cheeks so again, let the client do what comes naturally to them rather than assuming they want to be greeted with a handshake.

American men, in particular, are not used to being hugged by strangers. We are especially uncomfortable having other men kiss us on the cheeks but you should never turn away. If you do, there is a strong likelihood that one of those kisses could land on your lips! This would be exceedingly embarrassing for both parties.

Next, when meeting a couple for the first time, be aware of how you greet the female. If you shake the hand of the male then drop you hand to your side when turning to the woman so you don’t force her to shake her hand which may be against her culture or religion. If she extends a hand then by all means shake it, but more likely she will just nod at you and you should do likewise.

While a seemingly small adjustment, it speaks volumes about your sensitivity to people from other cultures. By letting the client do what comes naturally to them your relationship will develop much more quickly and comfortably for all concerned.

Smiles convey different things in different cultures. In America we interpret the gesture as being friendly while in many parts of the world people smile to cover over grief, hide embarrassment or conceal the fact that they don’t know the answer to some question. Too much smiling by a REALTOR® can imply that we are engaged on one or all of these behaviors.

Direct eye contact is assumed to be a sign of honesty and sincerity in America. However, in many other cultures around the world, direct eye contact is rude and intrusive. To show respect for others, these people avert their eyes by looking down. Unfortunately, many people in this country interpret this as a sign of disrespect which is obviously the opposite of what was intended.

Learning about cultural differences cannot only be interesting but profitable as well. Think about how many agents are silently turning away business by not being sensitive to other people’s cultural beliefs. On the other hand, but adjusting the way we behave to be more comfortable for them you will find people from diverse cultures to be very loyal and interesting clients.

If you have questions about working with multicultural clients contact the author.

About the Author: Michael “Soon” Lee, CRS, GRI, is a broker in business since 1977 who is also a multicultural consultant and professional speaker. He is the author of the book OPENING DOORS: Selling to Multicultural Real Estate Clients (Oakhill Press, 1999) and speaks to real estate companies and associations throughout the country.  For a free copy of his article, “Ten Myths About Multicultural Clients” Michael is President of EthnoConnect™ the Multicultural Sales Solution and can be reached in the U.S. at (800) 41-SPEAK or by e-mail at:michael@seminarsunlimited.com.

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