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Archive for June 2011

29
Jun

C is for Consistancy

In the science of logic, a consistant theory is one that does not contain a contradiction. However, when I talk about consistancy, I am not just speaking about doing the same work day in and day out. As I have mentioned before, the successful real estate professional runs his or her business like a corporation. There are a set of tasks that need to be done everyday. But consistancy in my book is not about repeating tasks, instead it is about how you conduct yourself in your market. Part of that means that you are known for what you do and how you deliver it. Your branding is well choosen and you don’t deviate from the look and feel of your marketing materials, your website and your advertising. You build your brand around how you want people (clients) to preceive you. In a lot of ways it is a promise to the consumer that you are who you say you are. At the end of the day people choose realtors that they don’t already know because they are consistant. They show up on time, they deliver on what they promise, they speak with authority, they are honest and knowledgeable and they are active in their market.

The message your brokerage delivers should also be consistant. Successful companies are always training, encouraging, monitoring, and communicating with their agents in an effort to gage the overall health of their business. The brokerage builds a consistant brand in itself that, if working perfectly, helps to elevate the agent in the community and ultimately make them more successful.

28
Jun

B is for Business

Least we not forget, being a real estate agent isn’t just a job, it is a business. In order for it to be successful, it has to be a full-time operating machine with lots of moving parts. That might sound like a weird analogy but if you look at the successful real estate agents in Toronto, you notice that they are not just good at one thing, they are masters of multi-tasking. Like any profitable big corporation, their success lies in how each segment of their business performs. When one department fails, the company is put into jeopardy.

  • The Marketing department is in charge of all print , media, sponsorship and Brand building. 
  • The Negotiation team  works to solve problems between to rival groups (the buyers and the sellers).
  • The Compliance department makes sure that the company has a current operating licence.
  • The Corporate training department makes sure the company keeps its policies and procedures up to date.
  • The Communications department is in charge of managing past and current clients, competitors (other agents).
  • The analysts constantly review and track listed and sold properties.
  • The Social Media department is in charge of keeping the corporate website up to date, and managing other SM assets.
  • The Finance department makes sure invoices are paid.

There is no mystery to success. A good agent  dilgently sets aside the appropriate amount of time for each task each and every day.

27
Jun

A is for Arbitration

Perhaps the title of this blog should be Avoiding Arbitration which, by the way, still starts with A. For the purposes of this entry, I will be talking about the arbitration that happens between two real estate agents within TREB and the MLS system. I asked Brian Torry, one of our managers and the Vice-Chair of the arbitration Committee, to list the top 5 reasons agents choose go to arbitration. Without missing a beat, Brain said that commission arguments account for 99% of his committee work. The complaints generally revolve around a buyer signing a Buyer Representation Agreement with one agent and another agent selling that client a property.  Here is a particular example; 

 Client Albert meets Agent Jones at an open house. While the house isn’t really what Client Albert is looking for, he and Agent Jones seem to hit it off.  A few weeks after the open house, Agent Jones calls Client Albert about a new listing up the street and offers to show it to him . The showing goes pretty well and Client Albert decides to put in an offer. Agent Jones is pretty excited. He prepares all the paperwork and goes to Client Albert’s house to sign the offer. He explains Working with a Realtor and has Client Albert sign a BRA. He casually asks him if he has ever signed one before and Client Albert admits that he signed one a long time ago but says that it has probably expired by now. Agent Jones submits the offer which is accepted. Three weeks later Agent Jones receives a call from Agent Smith who tells Jones that she has a BRA signed with Client Albert and would like a 75%  referral on his sale. Agent Jones tells Agent Smith to politely jump in the lake. Smith sends a copy of the BRA, signed by Client Albert, to Jones, but Jones believes that he has done his job and tells Agent Smith to collect from Client Albert.

So, what was the outcome of this situation? The Arbitration Committee ruled in favour of Agent Smith. It was determined that Agent Jones did not ask enough questions about Client A’s previous Buyer Representation Agreement. As a result, Agent Jone’s lost all her commission to Agent Smith. So, it begs the question, is asking a potential client if he ever signed a BRA enough? The answer is unequivocally NO. To satisfy himself completely, Agent Jones should have asked the following questions;

  • Have you met any other agents prior to meeting me?
  • Have you viewed any properties prior to our meeting?
  • Did you see those properties at an Open House?
  • Has an agent personally showed you any houses?
  • How many properties did you see with an agent?
  • Did you ever sign any paperwork with an agent?
  • Did you ever sign a BRA?
  • Do you have a copy?
  • Who was the agent you worked with and can I call them?
  • Have you ever made an offer on a property?

The case above outlines how important the Buyer’s Representation Agreement is to the protection of your commission. Most importantly, it is your obligation to thoroughly explain to a potential client what the BRA is. It is also clear that no matter how uncomfortable asking the questions above may seem, if you don’t ask them you could do a lot of work for nothing. In Arbitration there is a loser and a winner. There are no shades of right or wrong. If you have asked the potential client all the questions and explained the BRA to them in full, you have done your job.

One last note to doubly protect yourself. On the bottom of the first page of the Buyer Representation Agreement, there is a little box that says “This statement confirms that the buyer has not signed a contract of this nature with any other real estate company.” Put a circle in this box and have your client sign it. It is a good way to protect yourself even further.

 

 

 

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