Michelle has a problem.
She’s ready to list her property for sale but she’s not sure what real estate salesperson best matches how she wants her pride and joy to be sold.
Her parents say an established agent concentrating within her neighbourhood will have the depth and experience to sell her home at the best price. However, her friends say a funky younger agent with a solid few years in the business, cool marketing ideas and contacts with younger first-time buyers is just the ticket.
Michelle is confused. Who should she choose? Can she ‘interview’ agents to determine who might be the best match for her? And, if so, how does she go about it?
There are more than 7000 real estate salespeople in Auckland and nearly all will be keen to get Michelle’s listing. However, not all will be the right choice for her, and it does pay to shop around. Even if she likes one particular company, it’s okay for Michelle to research individual agents within it for the right person for her.
Firstly, a referral from a trusted source is a good start. When you boil it down, choosing an agent isn’t unlike employing a plumber, lawyer or dentist. Experience is critical, as are capability and trustworthiness. No one touches your plumbing, law needs or teeth without training, effectiveness, and a history of success, do they?!. Michelle should ask for success cases selling properties similar to hers.
Look at the websites. On the Harcourts Cooper & Co website, there is information about the company, staff, range of services and some comments from customers that will be of use to Michelle. Who is selling similar properties? Are the listings presented with good quality photographs, perhaps floor plans and clear information?
Personality also comes into it. Michelle should seek an agent she likes and trusts because she could be in a close relationship with that person for several months. It’s here that her friends can help with suggestions, as they know her own quirks. Whatever she does, Michelle shouldn’t get hooked by the first person who says they have a buyer for her home, either. While they may well do, she needs to choose honesty and integrity from someone happy to give her the truth.
It is tempting to call or email agents, but you’ll get a better sense of who they are if you make an appointment to see them at their office. That way, Michelle can ascertain if the office is friendly, welcome, professional and comfortable.
You can treat meetings with prospective salespeople like job interviews, but it should be more than that. By all means, Michelle should ring any references offered and ask them how happy they were with that salesperson, but she should also make sure that person is on the same wavelength. She might be seeing this person every other day for a few months, and she needs to be comfortable.
Drive around the neighbourhood and take a look at who is operating in the area. Check out the agent’s visibility and note the ‘sold’ signs. Check out who is placing real estate advertising in the media, and who is stuffing profiles in your letterbox.
It would be wise for Michelle to go to a few open homes of the agents that catch her eye. Are they animated and attentive in explaining the house’s features and benefits? Do they follow-up with her afterwards? How do they come across to her? You can learn heaps about an agent if they think you’re a prospective purchaser.
If a salesperson is new and hungry, it can be an advantage but make sure there’s good back-up team support from the office if they need help. A track record helps, but sometimes it’s not the be-all-and-end-all…there’s nothing wrong with having someone new, fresh and keen, because they bring a light, a spark and energy to things.
If Michelle is keener on a more established person, seek their motivation and how hard they are prepared to work for her. They must have enthusiasm for the property.
It can be relatively easy to identify people who work hard for their clients, because reputation for commitment spreads quickly. Many agents talk to clients every day, and make themselves available all the time. However, Michelle can steer the agent to a prescription that suits her. If she wants contact every few days, then the consultant should adhere to that.
When an agent arrives at her property for the first time, Michelle should pay attention to punctuality, politeness, professionalism and knowledge. They will tell her what they think the asking price should be, and how much it may actually sell for.
If all the agents suggest similar amounts, you can be reasonably sure they are accurate, but don’t be surprised if one comes up with a very different figure. Ask them to justify their opinions by showing you examples of similar ones on the market or those that have sold. Don’t ignore a higher valuation as ‘too good to be true’…that agent might just have the ideal buyer for Michelle, but needs to back that up with facts.
For Michelle, the personal touch is probably high up on her list. Sometimes it’s not the company with 45 offices that offers the right person, but the sales consultant out there walking the streets talking to buyers. However, a larger agency with a network of branches will have bulging databases with potential buyers that will fight for Michelle’s property and accomplish a price potentially beyond her dreams.
In reality, the larger real estate brands have resources, expertise and subsidiary services alongside their salespeople all the time. For example, at Harcourts we put huge time, effort and energy into training both at the corporate and franchise level. This includes systems that would put Michelle’s property in front of thousands of agents around the country almost instantly.
If fees are important, it’s worth pinpointing exactly what you are getting for your money. Selling now with a larger company gives Michelle a very good chance of maximising the sale price of her home. Remember, she only gets one chance to do it, and saving a small amount of success fee with an inferior company might be more costly in the long run when you add in advertising costs and such.
Finally, I advise Michelle to pick the person she wants first, then the company they work for, and thirdly how they will sell it. The relationship is by far the most important factor.
Good luck!
The article was written by:
Martin Cooper
Managing Director
Harcourts Cooper & CO Real Estate Ltd