Forward Event 2026 Las Vegas:
How Communication Skills Help Build Trust
Insights inspired by Vanessa Van Edwards
A buyer leans back in their chair during a consultation and asks the question every agent has heard before:
“Can we actually afford this?”
The numbers matter, the loan options matter, the market conditions matter.
But in that moment, something else matters too.
The client is deciding whether they trust you.
Not just your expertise. Not just your credentials. They want to know two things at the same time:
1. Do you know what you’re doing?
2. Do you genuinely care about helping me?
According to researcher and author Vanessa Van Edwards, those two signals create what she describes as charisma: Warmth + Competence.
That combination can become one of the most powerful trust-building tools in client relationships. It shapes buyer consultations, listing presentations, negotiation conversations, and every interaction where confidence and connection need to work together.
The Trust Formula: Warmth + Competence
Vanessa Van Edwards’ framework is refreshingly simple:
High Warmth Only
Friendly, approachable, and likable, but sometimes underestimated.
High Competence Only
Credible and knowledgeable, but can come across as cold or intimidating.
Low Warmth + Low Competence
Creates uncertainty, distance, or dismissal.
Warmth + Competence Together
The trust sweet spot.
As Van Edwards teaches, the goal isn’t choosing between being personable or professional. It’s both.
“People need to feel that you know what you’re doing — and that you care about them.”
Clients rarely separate those qualities. They experience them as trust.
Why Client Trust Matters More Than Ever
Most buyers and sellers have access to endless information before they ever meet with an agent.
They can research neighborhoods, view listings, check rates, and compare professionals online.
What’s harder to find is confidence.
That’s why strong communication skills for real estate agents matter as much as market knowledge.
When clients feel understood, they become more comfortable asking questions. They share concerns earlier. They respond more quickly during transactions. And when challenges arise, they’re more likely to trust your guidance.
Warmth Creates Connection.
Competence Creates Confidence.
Together, They Create Momentum.
Communication Style Quiz
Are you curious about your communication style?
Five Trust Signals Clients Notice Immediately
The good news is that warmth and competence aren’t abstract traits. They show up through specific communication behaviors.
1. Use Grounded Vocal Endings
One of Van Edwards’ most practical observations involves vocal delivery.
Many professionals unintentionally raise their voice at the end of important statements, making recommendations sound less certain.
Instead, use a grounded vocal ending when sharing:
- Your recommendation
- A price point
- A market insight
- A negotiation strategy
- Your introduction
Compare these examples:
“Based on the market activity, I recommend listing at $625,000?“
“Based on the market activity, I recommend listing at $625,000.“
The words are identical but the confidence feels completely different. Clients often interpret vocal certainty as competence.
2. Maintain Eye Contact Without Making It a Performance
Clients can tell when someone is trying too hard.
Strong eye contact isn’t about staring, it’s about being present. During buyer consultations or listing appointments, focus on understanding rather than impressing.
When people feel seen, warmth increases naturally.
When they feel heard, trust follows.
3. Use Positive Outcome Language
Real estate transactions can feel stressful.
Clients are thinking about financing, inspections, timelines, contingencies, negotiations, and moving logistics all at once and your language influences how they picture the experience ahead.
Instead of focusing solely on problems, help clients envision constructive outcomes.
For example:
- “Let’s look at the strongest path forward.”
- “Here’s how we can position your offer.”
- “We have good options.”
- “Let’s create a plan that fits your goals.”
This isn’t forced positivity. It’s helping clients see possibility when uncertainty feels overwhelming.
4. Ask Questions That Surface Wins and Goals
Many client conversations focus on concerns, there’s value in that. However, trust often deepens when you explore aspirations as well.
Try questions like:
These questions help clients feel understood while giving you better information to serve them effectively.
5. Practice Reflective Listening
One of the fastest ways to signal warmth is simple: Reflect what you heard before responding.
For example:
Client: “We’re nervous about stretching our budget.”
Agent: “It sounds like finding the right payment range is just as important as finding the right house.”
Then continue the conversation, that brief reflection tells the client you’re listening. And that matters.
Put It Into Practice at Your Next Buyer Consultation
Here’s a simple exercise you can use at your very next appointment. When a buyer brings up a concern, pause before offering advice.
Use this three-step framework:
- Step 1: Reflect
“Sounds like you’re concerned about monthly payment flexibility.” - Step 2: Clarify
“Is that the biggest factor, or are you also thinking about future expenses?” - Step 3: Guide
“Based on what you’ve shared, here’s what I’d recommend.”
That sequence communicates warmth first, then competence.
The result feels collaborative rather than transactional.
Want the Full Forward Recap?
Vanessa Van Edwards’s insights are just one of the many valuable takeaways from the Forward Event. Reach out to your loan officer for a detailed summary and go deeper into everything covered in this experience.
