“It’s a people business” is often said about estate agency.
Then make it so, is my response.
An agent that positions themself as an ‘expert’ and hides behind the ‘mask’ of a corporate brand. Demonstrating how much they know about the area, about the home that is being put on the market and about the likely offer price. About the possible ‘bumps in the road’ that every sale encounters. About the premium marketing that’s on offer. Not to mention the five star customer service.
Said by just about every other competing agent that sets foot through the door.
What’s a vendor to do? Seemingly all qualified, exceptional agencies that offer incredible value by way of their fee and valuations that, give or take, are within the ballpark.
They do what vendors always do – make a snap judgment on whether the agent resonates. Do they know & like them?
Let’s not go so far as to say do they trust because estate agency is down there with the politicians when it comes to trusted professions. Even the ‘like’ part is stretching it.
Come to think of it, so is the ‘know’ part. If the agency was truly ‘known’, there wouldn’t be a ‘pitch’ and there wouldn’t be any other agency invited to appraise.
“Ask questions – show that you understand their problems.” is well-meaning, but worthless, advice from the agency ‘trainers’. For the simple reason that most people don’t take kindly to answering questions from a ‘stranger’. Homeowners, sometimes, have been known to be economical with the truth.
“Show that you’re interested in them and have a solution to their problems.” is more of the same.
Call be cynical, but asking all these questions without first demonstrating whether there might be affinity is somewhat suspicious. You want to know everything about me and my circumstances but all you’re prepared to reveal is the commoditised, varnished facts about your agency.
So I have to guess.
Guess, about your character and whether I can believe the easy promises.
Guess, about whether the enticing valuation is a ‘hook’ and that within a month, you’ll be ringing asking me to reduce the asking price for whatever reason.
Guess, about whether you have the resolve to negotiate hard on the low offer and in doing so, risk losing your commission.
Guess, about whether the instruction will be put ‘on the back-burner’ if it doesn’t attract early interest.
All this guessing – and for what?
Guessing because the agents aren’t prepared to be transparent and demonstrate their inner worth. Talk about taking things at face value.
If it’s a simple transaction for the agent, fine. Just let me know, but don’t try and convince me its “all about people.”
If I’m looking for a simple transaction, where there is little affinty or trust, I’m prepared.
But if I’m looking for a business relationship, for an agency that I can trust, or at least have faith in, I need more than features & benefits, facts and guidance.
I need to care about the agency and the people. More than I care for the competition.
Don’t make me guess – it might not work out for either.
Tell me Who the people are behind the brand and what matters. If you can’t do that –
You’ve mistaken me for someone who cares.
Beyond The Logo – The Brand Within is for realtors and agents that believe it is all about people.
Not simply one-sided, but for mutual benefit.
www.thebrandwithin.me
Mob: (44) 07369251435