So here is my 2 cents. And it is 2 cents of opinion that gets me a few thousand bucks in angry real estate agents trying to argue with me pretty much every time I bring it up.
First, we need to admit to ourselves that the metrics we use to measure ourselves have nothing to do with the quality of the service that our clients get. We have managed to sell ourselves and the population on the idea that because I listed the most houses, sold the most houses, earned the biggest commissions or sold the highest dollar amount of real estate in some arbitrary time frame, that we are good at our jobs and clients should believe it too.
Sorry folks, just not true.
I knew a "Top Producer" in my market. They tended to get the most listings and sell the highest dollar value of homes. However, lets review a few things about that agent from when I ran the numbers a few years back:
- If they list a home, it only has a 53% chance to be sold in a market where 87% of homes that list sell on average.
- When they do get a home sold, it tends to be for 92% of asking price. In the market in general, homes tended to get 99% of asking price.
- Once they get a property into escrow, they have a 18% chance that the escrow will fall through. The average in the market is a 13% rate of escrows falling through.
- This agents listings tended to sell after 52 days. The market average was 36.
So in every way that matters to a client, they do worse than the average experience for their market. How much you made or the volume of homes you sold should only matter to you and your broker. Your client does not have a dozen homes to sell, they have one.
And there is the problem. You can be a very successful agent and be very crappy at the actual job of getting clients what they want. So if you want to really focus on your clients needs, focus on the things they actually care about. You already know what those things are, because it has been beaten into you to address them in your listing presentation. Show them that when your home sells, it tends to sell for more than the average home in the same market. Show them how you get homes sold faster than normal for the market. Share how when you open an escrow, it closes, unless your client does not want it to. Of course, have the data to back all that up.
I have shared this enough to know that for most agents, the idea of having real metrics to judge how well we do for clients scares the stuffing out of them. I remember when I first opened my brokerage and I did a recruiting event. I brought up how success would me measured using the criteria I mentioned above and I looked out on a room of people that look scared to death.
Anyway, maybe it's just me. I gave up trying to convert other agents a long time ago. All the current assumptions are so ingrained (and hey, they work if all you want to do feed the bottom line - don't argue with "success" right?)
Funny story to go with this. Way back in the first few years of my career in real estate... it must have been like 1990 or 1991 I was working at a huge national franchise. Three of us were among the youngest in the office and were pretty aware of each others accomplishments in the world of real estate. So one of these folks was showing me his new card. On it, he had proudly placed the cute little medallion thing for being a "Top 1%" agent. In all the ways that was normally measured, I knew it was not true. When I asked him, he dead pan told me "For the month of June, I got the most listings of any Male agent over 6 feet tall in this office." So there ya go.
Before you can be better, you have to want to be better.
Cheers,
Robert