"Pick up between the lines"—When Shark Tank investor Barbara Corcoran shared a strategy for selling real estate

In an interview with Lewis Howes on Greatness Clips in May 2021, Shark Tank investor and entrepreneur Barbara Corcoran explained a strategy she used in real estate sales. This strategy involved identifying a client's true preferences rather than relying solely on their stated desires.

Corcoran stated,

"You know, when I was selling real estate, I could always pick up between the lines between what people said they would buy and what they'd actually buy."

The Shark Tank investor described a pattern where buyers would express a strong preference for certain features, such as a terrace, but their actual choices indicated a different priority. Barbara Corcoran emphasized that being able to interpret these differences was essential in closing deals effectively.

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Shark Tank Barbara Corcoran’s strategy for understanding buyers needs in real estate

Identifying the difference between stated and actual preferences

Corcoran provided an example of how she applied this strategy in real estate. The Shark Tank investor explained,

"So they’d say they wanted a terrace, had to have a terrace, had to have a terrace, they were leaving for the terrace, and I knew as sure as I knew my name that they weren’t going to buy a terrace."

She clarified that instead of focusing on the terrace, she would guide them toward properties with other appealing features that aligned with their true preferences. She further explained that clients who initially insisted on a terrace often prioritized qualities such as a new building or a scenic view.

"I was going to sell them instead on a view apartment, a new building versus a terrace and old building that they wanted," the Shark Tank investor stated.

This demonstrated how she identified a disconnect between what clients verbalized and what they ultimately valued in their decision-making process.

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The role of observational skills in sales

Corcoran highlighted that the ability to recognize patterns in consumer behavior allowed her to make better sales decisions. The Shark Tank investor noted,

"That’s an ability to read people and be able to substitute."

This approach required careful listening and observation to determine what a client truly wanted, even when their initial statements suggested otherwise. She discussed how this skill could be used both positively and negatively, stating,

"Yeah, I could have done a negative way if I had that ability, I didn’t."

This distinction underscored her focus on using the strategy to provide value to clients rather than taking advantage of their uncertainty.

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Application of the strategy in business

Corcoran’s approach to reading between the lines extended beyond real estate into broader business interactions. She referenced an experience with President Donald Trump, where she observed his ability to assess vulnerability in negotiations. She explained how he identified moments when others were hesitant or uncertain, saying,

"So that is an acute ability to read vulnerability. How would he know that to this day in life? I saw him do that over and over."

Her insights suggested that successful negotiation and sales strategies often depend on the ability to detect underlying motivations. Whether in real estate or other business dealings, Corcoran emphasized that understanding what people truly want—rather than just what they say they want—can be a key factor in making effective decisions.

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