REA to turn agents into stars

Agents will soon find it easier to promote themselves on and potentially win more business.

The listings portal has unveiled a service called 'Agent Profiles', scheduled to go live this month with 78,000 profiles.

The service will allow agents to post their personal contact details, making it easier for potential vendors to contact them directly. Biographies, mission statements, specialties and awards can be featured, as well as sales statistics by property type and price range. Agents that use video content in their marketing can embed it into their profiles.

REA Group CEO Tracey Fellows said the service was created in response to research that showed more than two-thirds of consumers regard selecting their real estate agent as the most stressful part of selling their home.

“Agent Profiles provides a platform where agents can showcase their experience, expertise and personalities to those trying to choose the right agent for them,” she said.

“The service is a direct result of us listening to agents and consumers, and understanding their needs. Together, we’ve created a product that will help drive new business for agents, while making the process of selecting an agent easier for people looking to put their properties on the market.”

Ian Marshall from Ray White Wellington Point Queensland said the service would be useful to agents in an increasingly competitive environment and give them an opportunity to secure new vendors.

“Since the downturn, people have realised it’s not as easy to market and sell a property. Potential vendors are looking for an agent inside an agency,” he said.

Mr Marshall believes Agent Profiles will also bring some transparency to the process.

“Potential vendors want to know what agents’ results are," he said. "You can’t tell them you’re the best agent in the area if you’re not.”


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