What makes a Realtor good: an answer

A few months ago, I asked "What Makes an Agent Good?" and triggered a bit of a conversation. I was after an objective standard of quality by which a particular real estate agent can be measured, but ended up in a discussion (which is still ongoing one way or another) about professionalism, understanding technology, perspectives, and viewpoints, and so on.

Marc Davison, of 1000Watt Consulting, even wrote a post somewhat in response and concluded: "A bad Realtor is one whose marketing effort for a six-figure listing pales in comparison to a 7-year-old's playful regard for his $11.95 pet dinosaur. A good agent is one who says, 'no problem, I'll take care of that' when asked to compensate for the bad agent's job.

As much as I like that colorful description, it still raised more questions than it answered and didn't provide a framework for analysis. In what way does a bad Realtor's effort pale in comparison? If comparing two Realtors with each other, does the one who puts out more effort automatically trump the one who doesn’t? Would the agent who hires a skywriting airplane be "better" than the one who doesn't?

Over the weeks, I've been turning the question over in my head. Then I found the answer today.

The answer

The answer came from a law blog I read periodically. Dan Hull of "What About Clients" is one of the finest commentators on issues of client service, from a lawyer's perspective, but other service professionals can learn much from him.

His post, Ease-of-Use for Services: Will we ever get there? is an eye-opener. Read the whole thing. Dan posits that companies in every sector are competing more and more on concepts of ease of use, and advocates that services companies also embrace the concept, as difficult as it is: "Law firms, of course, have always sold services. And we are a small but powerful engine in the growth of the services sector. We strategize with and guide big clients every day. While that's all going on -- day in and day out -- what is it like for the client to work with you and yours?

"Are clients experiencing a team, or hearing and seeing isolated acts by talented but soulless techies? Do you make reports and communications short, easy and to the point? Who gets copied openly so clients don't have to guess about who knows what? Is it fun (yeah, we just said 'fun') to work with your firm? How are your logistics for client meetings, travel and lodging? Do you make life easier? Or harder? Are you accessible 24/7? In short, aside from the technical aspects of your service (i.e., the client 'is safe'), do your clients 'feel safe'?

"What if law firms -- or any other service provider for that matter -- 'thought through,' applied and constantly improved the delivery of our services and how clients really experience them? And then competed on it?"

A lightbulb went off in my head.

Following Dan's lead, I am ready to advocate that what makes one Realtor superior to another is ease of use. Her services are easier to use for the client than another Realtor's services.

Ease of use in real estate services

What constitutes ease of use in real estate services?

I'm going to attempt one answer, recognizing that more conversation and refinement need to happen before consensus can be reached.

Ease of use is the degree to which the client achieves peace of mind about the real estate transaction.

Ease of use must encompass communication. Communication must be relevant, at the frequency at which the client achieves peace of mind, and by a method the client wants. If I want to be called, then don't e-mail me. If I want to hear from you every day, then contact me every single day. Contra "Depeche Mode," words are most definitely not violence, and clients do not enjoy the silence. (Unless they really do for some bizarre reason.)

Ease of use must encompass guidance. Clients recognize that they need help; otherwise, they wouldn't hire a Realtor at all. That help then must be authoritative, educated, and capable of being explained. "Because I said so" or "Just trust me" are not good responses to a client who wants to know why you are recommending that he repaint his living room from fuschia to white. Explain the advice so the client also understands. ...CONTINUED

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