I remember the time when I was looking for a home, before I became a Realtor®. I only wished for one thing: to have access to the Multiple Listing Service (MLS) like my Realtor® did. If only I could get in there and performed my own searches, I thought to myself. I wish I had my Realtors®’ login information, then it would be easier to find a home. Herein lies the duality of being a Realtor®, if the customer has the access to the MLS, then what would they need a Realtor® for?
In the old days agents were trained to keep information from their clients and potential clients. Just give buyers enough information to bite, and then reel them in–that was the real estate agent’s mantra. When the customers call in, tell them the town, but not the actual address. Tell the customer a price range, but not the actual price. Get them to the your office at all cost! And for the most part this was the case. How else were agents supposed to keep customers from running to the next agent. Keeping secrets was good for business. (Perhaps this is why real estate agents are held in such high regards in the eyes of the public) Harris Interactive Prestigious Occupations
Fast forward to the age of information where everyone has Twittered or text message even before the agent has time to setup the appointment with you. I personally never understood the concept of withholding information. In fact, I’m a big fan of overwhelming customers with information. I provide my clients with the tools and information they want to make the best decision possible-FOR THEM. This saves so much time and frustration-for both parties. I have a very simple mode of operation when it comes to potential clients: give them what they ask for, and pretty much that’s it. If I was looking for something–the last thing I want is someone hovering over me-nagging me. If the potential customer chose to go with another agent, then they will meet another agent with a different philosophy. It’s nothing personal, it’s just business and I understand that. I have to continue searching for those customers that will value my approach and appreciate my services.
Being a Realtor® is not Rocket Science. I’m sure you’ve figured that out already. After the marketing and shameless self-promotion, a Realtors® has 2 responsibilities: to negotiate the best deal for their clients and project manage the transaction. This holds true for both buyers and sellers. If you’ve ever been a project manager you understand that part of being a good project manager is to plan for the unexpected. That’s the hard part of being a good agent. The easy part is that the problems are always the same. It’s not like new real estate problems are being invented. The problems don’t change, only the players! The problems are always the same in some form or fashion; personalities, most agents don’t abide by the same rules, home appraisals don’t balance out, uncooperative attorneys, financing problems, FHA requirements, problems with the inspection, and on and on and on. I’ve seen them all. And by the way, contrary to popular belief, Short Sales were not just discovered last year. They’ve been around since before double-digit interest rates.
I put myself in the shoes of the customer, how would I like to be treated? As a client or potential client I always figured that if the agent was straightforward, honest, and knowledgeable then why would there be a need to seek someone else? Real estate has 99 problems, and the agent shouldn’t be one of them!
{ 2 comments… read them below or add one }
eddy,
thanks for the response. i think that any agent who believes that their only value-add to their client is having access to the MLS and being a tour guide (with a license) is lacking confidence and self esteem. If we as the agents don’t demonstrate confidence in our skill sets, then why should our customers?
You’ve hit it on the head again. If more real estate agents thought like you, they would have a better reputation in the public’s eyes.
The old tactics you’ve discussed is what always turned me off to real estate brokers. It’s like why have all these obstacles or secrets. How are you gaining my trust this way? But if you give me what I actually want and are personable then I feel compelled to work with you. This is exactly what has happened with a certain agent I’m working with. lol
Another great article. It’s refreshing to read when a sales professional finally gets it.