What do you think makes a good estate agent?

On branch visits, during interviews, at industry events and even when I am out with friends I am often asked ...

What advice would you give those wishing to make it in the world of estate agency? 

What would you tell yourself if you were on the "shop floor” today?

And it is a tricky one. There is no ‘one’ quality that you could put your finger on and say, yes, that’s it, that’s what you need, having said that, I know what I think makes a great agent, so here are my 5 principles for success…..

#1 Up-to-date skills

Becoming a great estate agent involves hard work and dedication and absolutely nailing the basic skills: marketing, communication and negotiation. You need to be genuinely passionate about getting your sellers the best deal, and finding your buyers their perfect home, but not only that, you need to offer that little bit extra.....

"I always say to anyone starting out as a valuer - 'be memorable' and 'have a signature'." Paul Smith, CEO, Spicerhaart

I remember Paul always looked in the loft on valuations - his 'signature'. Very few other valuers did that, and customers always remembered him for it.

And while these basic skills will stay the same, the way in which you can achieve them is always changing, so if you want to be on top of your game, you need to be ahead of it. Make sure you have all the relevant qualifications, you understand all the latest technology available to you and you are well aware of any changes in legislation or regulations that affect the industry.

#2 Personal connection

This is all about using your personality and your communication skills to help market both yourself and properties. We all know the saying ‘people buy people’ and being a good estate agent is all about ‘brand me’.

Creating a rapport with people is so important, Buying and selling houses are the biggest financial commitments most people will ever make, so they need to feel they know you.

And this isn’t just limited to face to face...

Our most successful agents are increasingly moving their roles online; they are networking through social media and find they are connecting with more and more customers via social media platforms.

Just think about it -how would you have read this “blog” before LinkedIn? Via one of the trade magazines, or perhaps a training course? But it certainly wouldn’t have had the immediate and broad reach is has now.

These days you need to use your immediate and extended circle of social media contacts to connect and then keep those connections updated with valuable content. 

#3 The art of negotiation

The art of negotiation is absolutely key, both for becoming a vendor’s chosen agent and securing a sale that is at the level they need. Your negotiation skills are what will set you apart from the competition in this industry. Every agent markets properties in a certain way, all take photos (some better than others!) and put up for boards while some focus on fees, others focus on service - everyone offers a certain USP.

But it is the Agent that truly understands and is skilful in the art of negotiation that is the one that is truly going to add value...

Over the years I have worked with some pretty amazing negotiators. Watching and listening as they work with buyers to increase their offer was like observing a skilled craftsman.

In my view, those purchasers making offers will not go anywhere else to sell when the time comes because they know how hard that agent worked to get the vendor a good offer.

 #4 Customer experience

As with any sales job, the customer is king and it is imperative that you get the customer service right. As estate agents, we have a whole range of customers – from the sellers to the buyers, to the brokers. They are all our customers and we want to ensure all of them receive the best customer journey they can. And that means putting in that extra mile – getting to know your customers, so when you offer a property, you should already be fairly confident that they will love it enough to put in an offer.

When valuing, estate agents have to get the valuation and the marketing proposition right so the sellers get the very best price on a timescale that works for them, which means it is about assessing all their needs, not just getting a huge offer. Properties are put on the market to sell and to help people move, not because vendors have a burning desire to work with estate agents (there’s a thought!) so to win the business, an agent needs to provide that 5-star service every time. 

Well, actually, 6-star! I work closely with Andrew Benn,  ?managing director at ?Spicerhaart Residential Lettings, and he is always on the lookout for a 6-star service, always pushing for that 1% more...

"What you've got to remember is, customers are expecting you to sell or let their house - that’s what they have entrusted you to do - it’s how you make that experience memorable that will get those clients to remember and recommend you." Andrew Benn, managing director, spicerhaart Residential Lettings

#5 Be real and build trust.

You need to understand your industry and you need to be passionate about it People can tell when you are not being genuine, so be real and build trust. If that passion is not there, the customer will know it and will struggle to trust you. But if you are real, the customer will believe you, and if they believe you, they’ll trust you.

Genuine customer service is real. It is not pretending that you have the customer’s best interest at heart, it is actually having the customers’ best interest at heart and if you do, you will reap the rewards.

Put simply, if the customer enjoys the experience of dealing with you then you should have a customer for life. 

But do you agree?

So that’s my opinion – that’s what I think you need to make it in the world of estate agency - but what do you think makes a good agent?

Do you follow my #5 principles? If not, what would yours be?

Comment below!