Utilizing DiSC Profiles for Enhancing Your Conversion Abilities

Discussions about homes have always revolved around people. The real estate industry stands out as a profoundly people-centric domain, perhaps more so than any other sales sector. Improving interpersonal skills is crucial, whether leading a team or converting leads. Mastering effective communication with diverse personality types is key. This is where personality profiles like DiSC profiles prove invaluable. Leveraging these profiles can transform individuals into more adept salespeople, stronger leaders, highly productive team players, and even more empathetic friends or partners. Understanding personalities can unlock numerous doors.

Personality Assessment using DiSC Profiles

There is a wide array of personality and strength assessments available, but for this article we focus on DiSC profiles, which can be highly advantageous when engaging with leads and clients. DiSC stands out as one of the oldest and most validated personality assessments globally. Its popularity stems from having just four personality types, making it straightforward to gauge which type a lead or potential hire belongs to within minutes of meeting them.

DiSC stands for Dominance, Influence, Steadiness, and Conscientiousness. It’s recommended to pause here and take a free assessment to discover your own type before proceeding further. Knowing the types could unintentionally influence how you answer the questions. It’s important to note that no single type is superior to another. In both life and business, a balance of these types is essential for mutual complementation.

DiSC Profile


Dominant personalities, contrary to stereotypes, are not always cold or power-obsessed; they are often simply highly efficient individuals. Key traits of a high D personality include being driven, decisive, and direct. However, under pressure, their shadow qualities can surface. This may lead them to become blunt, insensitive, impatient, and overly critical, sometimes resulting in hasty decisions.

The primary characteristic of a D-type personality is their inclination to get straight to the point. They prioritize knowing what others can offer them and how quickly it can be delivered.

Selling to a D-type personality isn’t as challenging as it may seem because they are quick decision-makers when they perceive value. To engage effectively with them, mirroring their personality is crucial. Communicate swiftly and directly, focusing on demonstrating your competency before attempting to build rapport.

D-types prefer collaborating with experts in unfamiliar areas to concentrate on their own tasks. Establishing your expertise with them relies heavily on your confidence and credentials.

Providing clear and definitive statements such as, “Here’s what I recommend you do,” can significantly resonate with D-types. Follow up with a concrete proposal, outlining specific actions and their benefits. “I suggest these steps for maximizing the property’s value. Would you like me to proceed with these actions?” This method suits their desire for clear and efficient communication.


Individuals with Influence (i) personalities are highly extroverted and people-oriented. They thrive on communication, connection, and having a voice in discussions. Characteristics of Influence personalities include being easy to get along with, involved, impressionable, and inspiring. They excel at energizing others and gaining popularity.

However, i-types also have shadow aspects such as a fear of rejection, tendencies toward self-obsession, disorganization, and a focus on being liked over performing well.

Identifying i-types is usually straightforward as they are typically enthusiastic about engaging in conversation and may prioritize personal topics over property-related discussions.

Building a relationship with an Influence type is crucial. They will only collaborate with individuals they know, like, and trust. Take the time to establish rapport, learn about their personal life, and maintain regular follow-ups to become a positive and trusted presence in their lives.


Steadiness personalities are akin to the introverted version of Influence types. They are people-oriented but with a lower level of energy and enthusiasm. Their traits include being supportive, stable, shy, and easy-going.

However, Steadiness (S) personalities also have shadow aspects, such as a tendency to avoid conflict, blending into a crowd, fear of change, and difficulty speaking up.

Referred to as the “Stability” type, they value consistency and routine. Individuals who enjoy mundane tasks and prefer routine meals often align with S personalities. They maintain a calm demeanor and prioritize maintaining peace and harmony, sometimes at the expense of being reserved or procrastinating.

Given their preference for a steady pace, it’s important not to push too hard when dealing with S-types. They prefer taking their time with decisions and may withdraw if pressured or contacted excessively. Building a relationship with an S-type requires a gentle approach, providing assurances and delivering on promises to establish trust and comfort.


Conscientious types are easily recognizable due to their meticulous attention to detail. An example often cited is Steve Jobs, who exhibited many Dominance (D) traits but primarily showcased characteristics of a Conscientious (C) personality due to his extreme focus on facts and figures.

C profiles are often referred to as the “reverse D” as they are task-oriented yet introverted. They are cautious, contemplative, competent, and analytical, placing a high value on precision and certainty. Unlike other personality types, they are less concerned with building relationships and more focused on factual accuracy and reliability.

However, the shadow side of C-types can manifest as evasiveness, confusion, isolation, fear of criticism, and an inability to take action.

When engaging with C-types in sales, it’s crucial to understand that “C” stands for “Certainty.” They require well-prepared, data-driven presentations and will have numerous questions. Providing case studies and statistical evidence is essential for earning their trust and converting them into clients. During presentations, frequent check-ins to ensure understanding and address any questions or concerns they may have will enhance your chances of success.

Empathy, Understanding, and Patience

Real estate, being fundamentally a people-oriented industry, involves interactions with a diverse range of individuals regularly. It’s common to encounter people with whom you may not naturally click. While categorizing people may seem like oversimplification, it can actually aid in understanding them better. Perhaps those individuals aren’t as strange or rude as initially perceived; they might simply have different personality traits. This perspective can be valuable when facing challenges in connecting with others.

In conclusion, incorporating personality profiles into your business practices can significantly improve your ability to empathize, understand, and engage with a diverse range of individuals. By embracing the uniqueness of each personality type, you can navigate interpersonal interactions with greater ease, fostering stronger connections and achieving more successful outcomes in your professional endeavors.