Let's face facts: nobody thinks of the process of buying and selling property as efficient. We've all been to closings where you have to sign and initial a million times. We've all played phone tag with owners, buyers, agents, mortgage brokers, inspectors, management companies, title companies and loan officers. We've all been buried in mountains of paper, whether they are in the form of listing sheets, credit reports, pre-approval applications, inspection forms or written offers. Real estate isn't exactly operating at lightspeed.

But at the same time, we all know that whoever that the fastest person will often win the sale. Nobody wants to keep a piece of property on the market for months if it will sell in days. Nobody wants to miss the chance to speak with a serious walk-in to the office. Productivity is an essential in real estate. It's also the area where we have the greatest room for improvement with the least cost.

Let's discuss just one area of lost productivity for realtors, loan specialists, escrow officers and support personnel: the telephone. Nobody wants to miss a phone call from a prospect. Answering a phone can be worth tens of thousands of dollars. Failing to catch the phone in time might result in a voicemail, but may leave you in second place for a new client.

In order for real estate professionals to improve their productivity with regard to incoming calls, start by recognizing the difference between your relationship with the phone and the person who is dialing. Unlike you, it's likely that they don't take part in dozens of calls each day. While you have every right to be busy, that potential customer does not automatically realize that their call is not the only one you receive today. This disparity is crucial and it gives you a reason to change your tactics.

Instead of answering the phone ready to help the client, consider answering the phone ready to schedule time to help the client. That appointment might be only five minutes in the future or the following day, but doing so immediately changes the character of the relationship. You are now working together rather than just answering a call. You now have a timeframe for mutual work and the beginnings of commitment.

You can use this approach for both new clients and existing customers. For the former, answer the phone with a minute to qualify the lead. Then try the phrase: "Great, it sounds like I can help you. Can we set aside 30 minutes for a follow-up call later this afternoon? I want to do some research first. How about 2pm?"

The same line works well with existing clients, who should understand that your time is valuable and you work best when you are prepared to help. Current customers will even appreciate a simpler, more immediate suggestion: "Thanks for your call; I'm right in the middle of something, can I call you back in 10 minutes?"

This latter technique should be used sparingly with a given client, but will create a tremendous boost in your productivity. With a little practice, you'll find that you can say these words without breaking your concentration on the task at hand. You can use those ten minutes to wrap up your current project and prepare to make that return call.

Productivity is important in any industry, but real estate is an area where the public expects everything to take a long time. Surprise your customers by being prompt, courteous and efficient. Change the way to use the phone to improve the way you use your time. Your clients and your bottom line will appreciate it.