10
Sep
Choosing an Estate Agent
Selecting an estate agent with a good track record - and also
one with whom you can get on during a potentially stressful time -
is an important factor in selling your property. Darren Light of
Keats Grayshott has some good advice.
Good estate agency isn’t all about company-liveried Minis,
glamorous offices and slick-haired negotiators with a turn of
phrase to match. Some house buyers and sellers learn this to their
cost.
Good estate agency is far more about understanding the needs of
people and the talent to translate that understanding into
effective action. It is about unsurpassed local knowledge and a
deep appreciation of how property can meet people’s
needs.
The best estate agent is someone that understands the importance
of accurate pricing and has the skill to place each property on to
the market at precisely the right time and at exactly the correct
price level.
This ability is not gained through the smooth advertising and
publicity generated from a centralised marketing department. It is
gained through hard-fought front office years of relevant market
experience, countless successful sales and a few hard knocks: all
brought about through a unique combination of training, experience,
talent and relentless pursuit in the cause of a client’s best
interests above their own.
Some people choose an estate agent on the basis of the highest
valuation, others on the cheapest commission. Surprise, surprise,
estate agents know this, so some value high to gain the instruction
and some lower their fee to attract business because they
aren’t quite good enough to compete on service. Both are best
avoided. You don’t want your property to be a drug on the
market and you don’t want your most valuable asset being
handled by a desperate and often inexperienced operator with little
or no confidence.
As Charles Dickens said, “Take nothing on its looks; take
everything on evidence.” Sometimes the best advice does not
come in the flashiest wrapping. If you are talking to agents about
the sale of your property ask how long they have worked in the area
and how well they know their patch. Ask how many property booms and
busts they have worked through and, most importantly, what they
learnt from them. Finally ask them how many similar properties to
yours they have sold over the years and - a crucial question this -
how many they have sold recently.
A wise seller needs sage advice based on experience and
know-how. Sellers will need the services of those who offer their
clients skill and candour as well as respect - not the scant
attentions of those who regard other people’s homes simply as
commission-generating units of residence, or as another tick on the
office dry-board score sheet.
The knack of choosing an estate agent is to listen out for the
voice of experience and try not to be lured by style over
substance.