Tone Matters: Finding Your Professional Yet Relatable Voice

Written By Fred M. Bruni II

Introduction

In this series, we've explored active listening and proactive expectation setting as cornerstones of strong client communication. But let's not forget another essential element: tone. How you present information is just as important as the information itself.

 
 


Why Tone is a Powerful Tool

  • Building Rapport: Finding the right balance between professionalism and approachability fosters trust and puts clients at ease.

  • Diffusing Difficult Situations: A calm, empathetic tone can de-escalate tensions during stressful negotiations or when delivering less-than-ideal news.

  • Standing Out: In a world of templated communications and robotic jargon, a genuine and relatable voice makes you memorable.

  • Reflecting Your Brand: Are you known for your friendly, hand-holding approach, or your data-driven strategies? Your communication style should reinforce your unique value proposition.

  • Accessibility: Clear, jargon-free explanations empower clients to make informed decisions without feeling overwhelmed or confused.


Tips for Finding the Right Tone

  • Know Your Audience: Adapt your approach based on the client. A first-time buyer likely needs more hand-holding than a seasoned investor, and their needs will determine your pace and language choices.

  • Mirror, Don't Mimic: Match your clients' overall energy level and formality, but remain authentic to yourself. Forced slang or overly stiff language will feel disingenuous.

  • Written vs. Verbal: Written communication, like emails, might naturally be slightly more formal than your in-person conversations.

  • Humor Cautiously: While humor can break the ice, it's highly subjective. It's usually best to build a solid rapport before cracking jokes.

  • Proofread Aloud: Reading your written communications out loud highlights awkward phrasing or overly-formal language, helping you ensure it sounds like something you'd actually say to a client.


Action Steps: Refining Your Communication Style

  • Record Yourself: With a client's permission, record a phone conversation and take notes. Are there areas for improvement or words you overuse?

  • Seek Feedback: Ask a trusted colleague how you come across in meetings or emails. Did a recent client mention finding you easy to talk to?

  • "Elevator Pitch" Practice: Challenge yourself to explain your role and the value you provide in a concise and conversational way. This combats "realtor-speak" and helps refine your communication.


Your Success Stories

Have you noticed a shift in client interactions after becoming more mindful of your tone? Do you have examples of positive feedback related to your approachable communication style? Share your experiences to inspire others!

Fred M. Bruni II

Accomplished marketing executive with over 15 years of experience propelling growth for prominent brands across real estate, finance, politics, and more. Armed with a strategic mindset, creative prowess, and analytical acumen, I specialize in strategic messaging, marketing strategy, positioning, and crafting compelling brand narratives that resonate with diverse audiences.

My unique approach to storytelling, underpinned by data-driven insights, has consistently accelerated business success and driven transformative growth.

I specialize in elevating brands through innovative marketing strategies, strategic positioning, and compelling brand development. My expertise lies in harnessing the power of cross-functional leadership and fostering a unified sense of purpose within my teams. I firmly believe that a brand's potential is limitless once its essence is effectively communicated. Similarly, I believe in a team's limitless potential under my leadership.

My journey began in the financial and political arenas, where I quickly established connections in the private sector and in real estate. I served as a Senior Financial Sales Advisor and Business Development Officer for the global bank BBVA, where I was credited with establishing the bank’s first residential mortgage partnership focusing on their bi-national mortgage product.

After the downturn of 2008, I transitioned to the political sector, providing strategy and consulting services to city, county, and state public officials. This culminated in a successful campaign for the Republican nomination of a Texas senate seat. I then served as a communications officer for a Texas utility, establishing partnerships with municipalities and county governments.

My passion for creativity led me to found a digital marketing and creative agency with a focus on small business and real estate. Over a decade, I trained and coached real estate agents and new home sales counselors with builders such as Lennar and Village Builders. This led to my role as Director of Marketing for a prominent South Texas real estate holding company.

Currently, as the Chief Marketing Officer at reTEQ and Tru Agent Collective Powered by Keller Williams, I elevate our brands by crafting strategic messaging to reach our intended audience. I empower those around me, equipping them with the tools and knowledge they need to succeed. My leadership style is characterized by a commitment to strategic vision, operational excellence, and a culture of continuous learning and improvement.

I am also a proud direct descendant of American Revolutionary Patrick Henry! Let's connect!!

https://www.linkedin.com/in/fred-m-bruni-ii-6a132721/
Previous

Overcoming Difficult Conversations with Clients (Disagreements, Low Appraisals, etc.)
Next

Setting Expectations: Proactive Communication for Smoother Transactions