Perception – The Only Estate Agent That Does What They Do.

Perception – The Only Estate Agent That Does What They Do.

Perception

 

Perception – The Only Estate Agent That Does What They Do.

The Ramblings of a Naïve Innocent?

Aren’t they all just a little tired …….

…..of the manipulation. Deceit, false promises, hype, exaggeration?

Living up to the estate agent stereotype. Is that what they want?

 

There’s a good reason they do it, of course.

They’re never quite good enough.

The competition is all over them. They may have a low work ethic. They desire instant, rather than delayed, gratification.

The only way for them to catch up is to use ‘dirty tricks’ –

– deliberate over-valuation.

– the promise of a cheap fee.

– portal juggling.

– illegal For Sale boards.

– fake reviews.

A lifetime spent as one of the ‘bottom-feeders’.  Searching for the next bite.  It doesn’t have to be that way, of course.

The answer, for them, isn’t found by signing up with the industry sales ‘guru’.  It’s more simple than that.

It’s about perception.

How do these agents perceive their role?

A recent T.V programme, The Actors Studio, illustrates my point.

Featuring Bryan Cranston (Breaking Bad).  He said this:

“The general belief is that an audition is an interview. And you go to an audition to get a job.

That’s not it at all.  That’s not it at all.

The point of an audition is an opportunity for you to work.  That’s all it is.

It flipped a switch (for me).  I’m going in there to give them something. I’m here to help them.

The catch is that you cannot, must not, expect anything in return.  It’s got to be free from your heart and free from your soul.

If you can wrap your head around anything, this will change your life.”

The listing appraisal, to my mind, seems very similar.

The estate agents that turn up with a ready-made script miss the point.  We’ve all heard them.

“The market is doing this.  Or that.

We have a steady stream of ready buyers.

Our competitors only sell 60% of the homes they list.

We’re more passionate.

We’re better at negotiating.”

Every single agency is capable of learning their lines and of following a script.

Pitch perfect.

The reality is that most vendors choose an estate agency based on something far more simple.

How the agent makes them feel.

Method acting -vs.- ad-lib.

Often it’s to do with the pressure imposed by a corporate hierarchy.  A relentless sales culture.  Hitting the monthly targets become more important than the client.

They don’t have the time to develop a business relationship.  Not in the hour-long window of the listing appraisal.

Going back to Bryan Cranston:

” The catch is that you cannot, must not, expect anything in return.”

That doesn’t sit well with those agents programmed to ‘close‘.

They expect something in return.

The Purplebricks, eMoov and Yopa’s imagine they can by-pass the relationship.  With the lure of a cheap fixed fee.

They are starting to discover they can’t.  The question then becomes how much time can they devote to building a relationship?

Most of them won’t admit it but there’s a fear.  The fear of not being worth more.  The fear of being unable to persuade that a higher fee is still good value.  The fear of undertaking something that stretches them.

The ‘audition’ that each estate agent undertakes is a unique opportunity.  For them to differentiate.

“To give them (the vendor) something.”  as Bryan Cranston says.

What’s that agency giving to you?

Character?  Facts? Competence?  Manipulation?

None of the above?

Estate agency is now so competitive.  Agents fear anything other than what they consider ‘best practice’. But, as writer, Jay Acunzo, points out:

“Being compliant with best practice is being complicit with creating commodity work.”

There will be some agents that accuse me of a business naiivity.  An innocent in the shark-infested waters.

And they may have a point. Mouths to feed, staff to pay, rent and rates.  Portal fees, cars to run, basic utilities.  The obligations for any high-street agency are considerable.

The answer, though, is not to do more of the same.

Or even to do it better. The answer is to be a Zebra.

Horse – Horse – Horse – Zebra – Horse.

If vendors don’t like or trust estate agents, it benefits them to tell another story.

Perceived by vendors as the only one that does what they do.

There’s a few such agents.  A few, but not enough.

 

Thanks for reading this ramble.  As always, drop me an email: [email protected] if we can help in any way.

Chris.