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This post was updated Jun. 9, 2025.
Ever had a conversation with a client where it felt like they just weren’t getting your message? That kind of disconnect often stems from a mismatch in communication or behavioral styles. Learning how the DISC behavioral styles show up in your everyday client interactions will help you to tailor your approach to match that of your client. The result for your business is increased trust, better communication and more closed transactions.
What is DISC, and why should you care?
The DISC is a simple, powerful model that helps you understand how people make decisions, process information and respond to communication.
It breaks people down into four primary behavioral styles:
- ‘D’ is for Dominance: direct, decisive and driven by results
- ‘I’ is for Influencing: enthusiastic, optimistic and people-focused
- ‘S’ is for Steadiness: loyal, calm and relationship-oriented
- ‘C’ is for Compliance: detail-minded, cautious and data-driven
The DISC behavioral styles explained
‘D’ for Dominance
High scores on the “D” or dominance factor on the DISC are associated with highly driven, get-it-done types who are demanding, direct and results-oriented. They also don’t care about what other people think and prefer to ask for forgiveness, rather than permission. “Think do” is how they conduct their business. President Donald Trump and Michael Jordan are two examples of this type.
‘I’ for Influencing
High scores on the “I” or “Influencing” factor of the DISC are usually associated with being “people people.” They enjoy communicating with others, even if they’re strangers. Common traits include being extroverted, enthusiastic, optimistic and impulsive. They’re also good at connecting with others and building relationships. Former President Bill Clinton and Will Smith exemplify this type.
‘S’ for Steadiness
Individuals with high “S” scores are steady, dependable and prefer a fixed routine. They are slow to trust, but once you earn that trust, they’re extremely loyal and will often refer others to you. Because of their system-based approach, they’re good at taking projects through to completion. Former First Lady Barbara Bush and Mother Teresa exemplify this type.
‘C’ for Compliance
Individuals who score high on the “C” behavioral style are analytical, logical, detail-focused and are often perfectionists. They believe in following the rules. They’re often accountants, bookkeepers, computer engineers, mathematicians, programmers and scientists, where accurate work is essential. Bill Gates and Albert Einstein are both examples.
How each behavioral style will show up in your business
The ‘D’ client: ‘Just give me the bottom line’
These are your action-oriented, no-nonsense clients. They’re highly competitive and have little patience with exact details. You’ll know you’ve met a “D” when they interrupt you to ask, “Exactly how much do I need to offer to get this house?”
Working with a “D” client is all about cutting to the chase. They’re not interested in having coffee with you or bonding over your favorite sports team. In many cases, they will decide to buy without walking through the entire house. Also, don’t be surprised if you pull up to a property and your “D” client says, “Don’t even waste my time showing me this one.”
The ‘I’ client: They’re looking to fall in love with a property
You’ll recognize an “I” type the moment they walk into the house, and they start planning their housewarming party. They’re friendly, energetic and emotionally driven. These are your “gut feeling” buyers. For them, real estate is how it makes them feel, not the dollars and cents of the investment.
Consequently, avoid sharing a lot of details, and don’t be surprised if they don’t want you to explain your CMA. Instead, match their energy and level of excitement. Bond with them over coffee, ask about their kids, pets and interests. The key here is connection. It’s not about selling the house. It’s about selling the dream based on the emotion they feel.
The ‘S’ client: Steady, dependable, but you must earn their trust first
Steady, dependable, thoughtful, your “S” client can’t be rushed or pushed. If you do, you’ll lose them. They need time and reassurance and will require time before they will trust you. Working with an “S” client means slowing down your pace, being consistent and regularly staying in contact.
Avoid doing a hard close. Instead, let them know you’re going to take this one step at a time, and that you want them to completely comfortable with whatever decision they make.
The ‘C’ client: Show me the data
The “C” factor is for compliance or conscientiousness. Those with high “C” scores are usually analytical and will want to know as many details as possible about every aspect of the transaction. In fact, they often show up with a spreadsheet or checklist they will use as they walk through a property. Also, don’t be surprised if they seem to know more about the property than you do.
To work effectively with your “C” clients, you must do your homework. Be thorough and precise, and avoid glossing over the details. When you’re ready to close, say:
“Based on the comparable sales, price and neighborhood data, this home matches all the major criteria you wanted in a home. Would you like to go over the numbers in more detail?”
Communicating with the four behavioral styles
For your ‘D’ clients
They want speed, control and results. They hate small talk, delays and overexplaining.
Email examples:
- Subject: Fast track for winning 1030 Pine Street: “The seller just dropped the price. Based on your goals, this is a strong opportunity. I’ve attached a quick breakdown of the numbers. Let me know if you want to move on this before someone else does.”
- Subject: Your next power move: “This listing checks all your boxes — location, price and ROI potential. If it’s a yes, I’ll draft the offer and have it to you within the hour. Want me to go ahead?”
Text messaging examples:
- “Just sent you the top three properties that align with your criteria — one looks like a smart play. Ready to act?”
- “The sellers are motivated. If you want it, I can make it happen. Let’s move.”
Negotiation strategy:
Be bold and decisive. Present clear options with pros and cons, but let them control the pace of decision-making. Keep emotion out of it — talk results, numbers and strategic advantage. Say things like:
“This gets you in under appraised value — want me to push it through today?”
For your ‘I’ clients
They want relationships, recognition and personal connection. They hate boredom, over-structuring and being ignored.
Email examples:
- Subject: This one feels like you: “I toured a home today and instantly thought of you — it’s got great light, space for entertaining and a front porch that’s practically begging for a party. Want to go see it together?”
- Subject: Just picture this … : “I found a listing that feels like a perfect fit for your style — open kitchen, killer backyard and tons of personality. Thought it might be fun to check out this weekend. What do you think?”
Text messaging examples:
- “You HAVE to see this house! Backyard vibes are fantastic. I’ll text pics!”
- “This listing is giving me your energy. You’ll love it. Can we tour it tomorrow?”
Negotiation strategy:
Make them feel good about the process. Focus on potential, lifestyle, and “winning” the property in a way that’s exciting. Be collaborative. For example:
“Let’s craft an offer that gets them to say ‘yes,’ but still leaves you room to pop champagne when you move in.”
For your ‘S’ clients
They want security, consistency and trust. They hate being pressured, uncertainty and not having time to work through their decisions.
Email examples:
- Subject: A thoughtful approach about moving forward: “I’ve put together a summary of the homes we’ve seen and how they match your long-term goals. I’d love to hear what’s feeling right to you. I’m happy to answer any additional questions or address any concerns you have if you’re not 100 percent sure yet.”
- Subject: Let’s walk through this together: “Here are three listings that match your wish list and are located in stable, long-term-growth neighborhoods. I know this is a big decision, so I’m here for any questions or concerns as we move forward at your pace.”
Text messaging examples:
- “Just sent over some options — no rush, let’s talk when it feels right.”
- “Let me know if you want to walk through any of these again. I want you to feel 100 percent confident in your choice.”
Negotiation strategy:
Be steady, calm and reassuring. Avoid pushing or using scarcity tactics. Instead, offer emotional safety. For example:
“This counteroffer keeps you in a good position without risking the deal — would you feel comfortable moving forward with this?”
For your ‘C’ clients
They want all the details. Don’t be surprised if they decide to read every word in every contract. A smart move is to give them a document package when you first start working together that includes what to expect, as well as an example of a completed listing agreement and purchase agreement. Double- and triple-check your numbers and every detail in the contract.
Email examples:
- Subject: Detailed review of property pros and cons: “I’ve attached a full breakdown of comparable sales, inspection notes, and zoning info for the property we discussed. Let me know what questions you’d like me to clarify or if you’d like to run numbers together.”
- Subject: Property data you asked for: “Here’s the complete report on the listing — market trends, tax records and historical appreciation. If anything’s missing, I’ll pull it right away.”
Text messaging examples:
- “I emailed you the detailed specs. Let me know if you want to go over them line by line.”
- “Here’s the inspection summary and market data link you requested. Everything checks out so far.”
Negotiation strategy:
Lead with logic, not emotion. Prepare thoroughly, and give them space to analyze. Present tradeoffs without pressure. For example:
“This concession keeps you within budget while addressing their concerns. Would you like me to draft the counteroffer based on this version?”
So, here’s the bottom line. Mastering real estate isn’t just about knowing the market, it’s about understanding people. The DISC profile gives you a roadmap to do just that. When you tune in to how your clients communicate and adjust your style to match their style, you build trust faster, negotiate more easily and close more deals with less hassle.
Bernice Ross, president and CEO of BrokerageUP and RealEstateCoach.com, and the founder of RealEstateWealthForWomen.com is a national speaker, author and trainer with over 1,500 published articles.
