By David Delgado, Mortgage Professional – Freedom Choice Lending

In real estate, every buyer wants the same outcome—a place to call home.
But how they make decisions, how they communicate, and what they worry about can be dramatically different.

And if you’ve ever wondered why one client ghosts you for three days…
Another wants to talk for an hour about their kids…
And another asks for the same data point in four different formats…

It’s not random.
It’s DISC.

Today, we’re breaking down the I, S, and C personalities so you can close more deals, build deeper trust, and remove unnecessary friction—especially during today’s fast-moving market.

Let’s dive in.

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1. The “I” Personality – The Influencer

High-energy. People-focused. Relationship-driven.

“I” clients want the homebuying experience to be fun, uplifting, and fast-paced.
They make decisions based on emotion, excitement, and connection—not spreadsheets.

How to communicate with an I buyer:

✔ Keep the tone upbeat and enthusiastic
✔ Use stories, visuals, and positive language
✔ Keep the process simplified—no overwhelming details
✔ Affirm their ideas and help them feel understood
✔ Respond quickly—they thrive on momentum

What they value most:

• Community
• Lifestyle
• A sense of belonging
• A home they can share and entertain in

What they fear:

Boredom, isolation, and complicated processes.

How to close “I” buyers faster:

Focus on vibes, lifestyle, and possibilities.
Paint the picture:

“This backyard is perfect for family parties…”
“Your friends are going to love this kitchen…”

Combine emotion with a simple, structured path forward, and they’ll follow your lead.

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2. The “S” Personality – The Supportive Steady Type

Calm. Loyal. Trust-centered.

“S” clients move carefully and thoughtfully. They’re usually the glue in the decision-making process and deeply appreciate consistency, empathy, and patience.

How to communicate with an S buyer:

✔ Be calm, reassuring, and patient
✔ Take the time to explain the process step-by-step
✔ Give them time to think—it’s how they feel safe
✔ Avoid pressure; they withdraw when rushed
✔ Ask about their family, needs, and long-term plans

What they value most:

• Stability
• Trust
• Security
• Predictability

What they fear:

Change, risk, and conflict.

How to close “S” buyers faster:

They don’t need hype. They need reassurance.
Tell them:

“I’ve helped other families just like yours…”
“Here’s the plan, and I’ll walk with you every step…”

When they feel you’re dependable, they follow with full loyalty.

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3. The “C” Personality – The Analytical Thinker

Precise. Detail-oriented. Data-driven.

“C” clients don’t react to enthusiasm—they react to accuracy and logic.
They want the facts, comparisons, documentation, and proof.

How to communicate with a C buyer:

✔ Provide all details upfront—rates, comps, inspection reports
✔ Give them options and objective analysis
✔ Avoid small talk—focus on facts first
✔ Be prepared for questions (lots of them)
✔ Use charts, lists, and visual data

What they value most:

• Accuracy
• Expertise
• Quality
• Thoroughness

What they fear:

Mistakes, vague information, and surprises.

How to close “C” buyers faster:

Give them the data to justify the decision.
Use phrases like:

“Here’s the exact comparison of similar homes…”
“Here are the numbers by scenario…”
“Here’s how this decision improves your long-term financial position…”

Once they trust your competence, they trust your guidance.

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Why This Matters for Real Estate Agents

Most agents lose business not because of skill, but because they communicate the same way to every client.

But your buyers don’t think the same… or decide the same…
So you can’t present homes, numbers, or next steps the same.

When you adjust your communication style to the client’s DISC type:

You instantly improve:

• Trust-building
• Conversion rate
• Client satisfaction
• Referral quality
• Speed of decision-making

And in a competitive market, those advantages matter.

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How to Use DISC in the Field Starting Today

If your buyer seems…

• Energetic → Treat them like an I
• Calm and relationship-focused → Treat them like an S
• Cautious and analytical → Treat them like a C

3 Quick Wins:

1. Tailor your follow-up messages based on personality
2. Adjust how you present homes and features
3. Frame next steps in a way that aligns with how they decide

When you master this, you close deals faster—and with less resistance.

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Final Thoughts

Whether you’re touring homes or navigating financing, buyers trust the agents and lenders who “get” them.

Understanding I, S, and C clients allows you to lead with clarity, intention, and connection—all while making the homebuying process feel easier, smoother, and more personalized.

If you want tools, scripts, or buyer personality templates you can use in your business, I’m here as a resource.

Together, we can help more families get the keys they’ve been dreaming of.

Direct Line (562) 281-6163
Main Office (866) 587-6927
David Delgado – NMLS #349079
Presiden/CEO
Freedom Choice Lending
NMLS #1998153

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