Newsletter 3

Connecting Estate Agents with People, Properties and Neighbourhoods

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Let's start by taking a 'Health Check' of your company. Take a look on the Internet at the properties currently for sale in your area. How many of those properties were you called in to appraise? More than likely you were not even given the opportunity to appraise the vast majority of them. So why weren't you called in? You probably could do at least as good a job or probably a better job than the agents who listed those properties!

Every estate agent you talk to all say that they successfully list most of the properties they were called in on (which means that they already probably have a good listing presentation, but more likely than not the reason for this success is that the sellers were already known to those agents, or maybe un-be-known to those agents the sellers were referred to their company by a previous client, or maybe quite independently the sellers may have previously formed an impression of those companies or those sales people without the knowledge of those agents. So why weren't you even called in on all of those other properties currently for sale in your area? It's probably for the same reason - the agents that listed those properties, more than likely already knew the sellers, had been referred to them, or those sellers had already formed a positive opinion of those other companies prior to listing with them. Just look at it for a minute, how many times does it happen that you have just sold a property in a street and obtained an excellent result only to find that the sale prompted two other property owners in the same street to also list their properties for sale - but both listed with other agents. Can you believe it? Whilst this may infuriate you, there is a logical reason for this happening. Sure, you created the catalyst for them to sell, but those other sellers had a stronger relationship with other real estate people than they had with you and so those other agents got the business, even though it was based on your successful sale in the first place. BUT THIS PROBLEM CAN BE CHANGED!.... read on ......

We are now in a new world of mass communication, a world where we can now more easily attract, service and profit from having hundreds and even thousands of local relationships.

A key component of any relationship is communication, it is imperative that you provide your potential customers with regular (and meaningful) points of contact. And you'd be surprised how quickly you can build a database of contacts in the real estate industry - this is just one of the things that Multilink's 'Smart Office' is really good at click here

Next week: I'll show you how to build that all important database of local contacts. Then the following week I'll show you how to nurture and profit from these relationships.