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August 8, 2012


Building The Perfect Real Estate Agent (or Things That Make You Go Wow)

by mark mclean

As some of you know, I love to have audience participation at my morning meetings. So last week I put a question to my agents; Have you ever done a deal with an agent, from our company or another, who did something that you thought was exceptional? Something that made you think….”wow, that’s cool, I should really do that”. I decided to try this tact because I thought is was time to celebrate  Realtor best practices. Not only did I ask my agents but I started a conversation on the BuzzBuzzHome Forum. Here are the top answers.

  1. One agent told a story of registering an offer on a property. The listing agent emailed him with a wish list from the seller, in terms of closing date and inclusions, and set out the rules for the multiple offers.
  2. This was a great service one agent passed on to her clients after successfully finding a home for her buyer. Over the years she had assembled an amazing list trades, from carpenters to plumbers. She had neatly packaged the list complete with emergency numbers and given it to the buyers.
  3. Another agent was greatly impressed by an agent who wrote her a personal note. She was in a multiple offer situation and even though her offer wasn’t accepted the listing agent wrote her a note to thank her for her hard work. This goes both ways, as another agent mentioned that she had received a note from an agent who lost out on her listing saying ” Although my buyers did not get the house I wanted to thank you for a pleasant experience”.
  4. One of my agents reported what great feedback he got from his clients every time he forwarded articles, blog posts and stories. The articles were not always real estate related but were customized to his client’s interests.
  5. This one was interesting. An agent gave out $1 lotto tickets at his open house. Interesting way to drive traffic.
  6. Another agent told a story of a multiplex he had listed. The selling agent worked diligently to ensure that all the proper forms were delivered to tenants to ensure that a smooth transition and vacant possession. This is one type of transaction that can go sideways very quickly if forms are not prepared properly.
  7. Here’s one that would require a great deal of organizing but would ensure your status as the greatest agent ever; this particular agent worked for a new house builder. Every time a house was completed the agent put all the warranties and service manuals into a unique and well branded binder broken down by month and appliance.
  8. This one is a simple show of professionalism. An agent recalled how another agent called her to say that her client had just stopped by at her open house. While some agents might try to lure the client away, this agent showed her diligence towards marketing the property with integrity.
  9. Here’s a simple one I wish every agent would consider. How about preemptively leaving the results of you showing with the listing agent? Instead of automatic feedback or waiting for the agent to call, consider shooting the listing agent a quick email and let them know how your showing went. Something like; Dear Mark, I just showed your listing at 123 Main Street. My client liked your listing however they are just starting their search. I will be sure to contact you if they are interested in looking at it again.
  10.  When the market is as hot as it has been, one agent made a special effort to mark down all the emails of everyone who showed her property. On the off-chance that someone tried to submit a bully offer, she could do a quick group page to let everyone know and hopefully drum up another offer.

When I review this list, I can see a common theme that runs through most of these points. Can you see it too? Communication! Not just communication between an agent and a client but between agent and agent. Naturally I will keep adding and updating this list so I hope you will help me design the perfect real estate agent. Enjoy the rest of your Summer.

8 Comments Post a comment
  1. Aug 9 2012

    I am going to play devil’s advocate. I agree with you that these are all “wow” things to do. And I would suggest to you that it is a little sad that these outstanding acts are “wow” at all. Imagine if every Realtor was to strive for this kind of excellence every day. Imagine the kind of industry ours would be: valued! Just sayin….

    • Aug 9 2012

      Yeah, its almost a bit depressing isn’t i? Seriously though, whatever your “job”, going that little extra separates the best from the simply good and that little extra is not really that much.

  2. Aug 9 2012

    Another great blog post Mark.

    I agree that agent-to-agent communication is VERY important. Buyers and sellers don’t realize all the little things that happen behind-the-scenes and that having an organized, responsive agent who’s on top of their game is a major asset.

    Am I saying that having a realtor with great communication skills is actually going to net Mr. & Mrs. buyer/seller more $$$ at the end of the day? YES, I am!

    I’ve worked with unresponsive realtors who\’ve fumbled the ball and done their clients a disservice. And I’ve worked with plenty of excellent realtors who’ve done everything in their power to knock it out of the park for their clients.

    My point is, realtors are not all the same. Getting licensed is the (relatively) easy part. It’s how you run your business and conduct yourself out on the field that sets you apart.

    Jason Bondy-Sawyer

  3. Aug 14 2012

    Lot’s of great stories and I agree with you and Jason that it’s the little touches that count and every Realtor is different. Unfortunately I can’t really think of too many amazing stories about dealing with other Realtors, but can think of a ton of negative ones which is a bit sad, like Jason said, it’s relatively easy to get your license. When working with sellers, I always talk to buyer agents when they talk of bringing an offer and always try to make sure we are on the same page and set the expectations of my clients so they can be passed on to the buyers. I always really appreciate when a buyer agent is successful in doing so and had one great experience with that, my seller wanted a specific number, the buyer didn’t want to pay more then a certain number so the buyer and seller split the difference…hate negoitating for hours over a couple thousand dollars on either side. I’m sure all of us great Realtors could write pages of all the extra little things we do for our clients, whether buyers or sellers, but the point here really is “the little touches” whatever they may be catering to our client’s specific needs. I think that’s important and one of the ways which sets certain Realtors apart! That and knowledge and I’m not just talking about spewing well known facts, I’m talking about true neighbourhood experts!

    • Aug 21 2012

      Thanks for this. We really do tend to focus on all the bad stuff and not the good. What I am finding out is that most of the “good” things that set agents apart are the tiny little things that literally take no extra effort. Crazy huh?

  4. Aug 26 2013

    I have experienced all these wonderful (professional) things in my practice as well and try to do the same. Being organized and considerate to make interactions with other agents smooth is a sign of professionalism. While there are 36,000 agents (give or take) the chance of running into the same agent again is fairly high, given that most of the agents do zero deals, so why not smooth the field and make life better for all of us?

    Great article, thanks for posting! 😀


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