Principals that apply a new approach to measuring their sales agents' results will see their business volumes grow, an industry figure has claimed.
Real Estate Institute of NSW deputy chairman and director of sales for Mint360property, located in Sydney’s eastern suburbs, David Gray, said he is changing the ‘old-school’ way agents ‘farm’ the local market by placing greater emphasis on building relationships.
“There are a lot of principals out there still using the old school method of listing and selling real estate, where they ask their agents 'how many properties did you list this week, and how many did you sell?',” Mr Gray told Real Estate Business.
“At Mint360property we’re building a different model which focuses on building relationships. I will ask my [sales staff], 'how many people did you meet this week and how many contacts have you made this week?'.”
By monitoring the number of ‘relationships’ agents have made over the week, Mint360property has seen sales volumes increase over the last 12 months.
“It’s not about how many properties you can list, it is all about building positive relationships with the local market,” Mr Gray said.
“My agents have to make 50 to 70 new contacts a week, and I think if you look at all the big businesses at the moment, they are being built this way, so it certainly is a dramatic change.”