I am a Business Strategy Specialist for real estate agents. I provide coaching and training on creating and implementing effective strategies for success. I am the Author of "Seven Styles. How To Design Your Real Estate Career of Success and Significance".
I think one of our challenges in this industry is that we are not comfortable with our true value proposition to the buying and selling public, and we do a poor job of communicating it. The significant value components of our services are: Interpreting data for clients through our experience, knowledge and historical perspective of the market; Helping Sellers understand the true market value range of thier property and pricing it accordingly, or, identifying a successful pricing strategy; Providing Marketing (however broad or narrow) to attract the interest of Buyer Agents and Buyers; Negotiating assistance with the original offer/contract and the inspections process; Interdisposition between the parties to lessen the chance of the transaction failing due to conflicts; Coordinating all of the different moving parts of a transaction (loan, appraisal, inspections, surveys, title, escrow, etc.); Managing the closing process and solving miscellaneous problems that arise. Most of this is unseen by the consumer and therefore has no percieved value. It shouldn't surprise us when the consumer balks at a full commission when they do not have a clear sense of what it takes to manage a listing through the entire process. Until we as an industry tell our story better, we will always engage in a tug of war over our fees. Those agents that convey this well, and deliver the value proposition always thrive through referrals and repeat business. It is the poorly qualified agents who charge a full service fee and who dissapoint consumers and therefore perpetuate the idea that we are overpaid. Respectful comments always welcome. Bruce Gardner, ABR, GRI, CRS Productivity Coach Keller Williams Denver Central Denver, CO, 80206 303-722-3300
