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A profession built on people

09 April 2014 Ewan Morton

In real estate the focus is usually on the numbers - price, profit, interest rates, bedrooms, bathrooms and block size. The numbers matter.

Blogger: Ewan Morton, managing director at Morton & Morton.

It’s understandable. The drive to be successful as an agent in the competitive world of property requires keen focus on the finances, but it's important to always remember that real estate is more than a business, and it's much more than just about money.

While price and the profit generate the headlines, I think the difference between a good agent and a great one is an understanding that residential real estate is always fundamentally about people.

Mums and dads, grandparents, individuals and couples - with kids and without, their property is not just a unit, townhouse, semi or house; it is a home - a sanctuary. Which is why there is so much emotion invested in every sale and every purchase.

Agents are often informal business advisers, interior designers, odd-job practitioners and a shoulder to cry on during the emotional roller coaster ride that can be a marketing campaign.

It can be a delicate balancing act to manage the business objective and the emotional reality of those involved in a transaction.

At Morton & Morton our junior sales agents are taught how and why we have an endless number of internal sales checklists to ensure nothing can fall through the cracks. Harder to teach but just as important is the art of managing the personalities with professionalism and compassion.

Real estate might appear to be a profession built on property; but it is built on people and the best in the business never lose sight of that fact.

A profession built on people
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Ewan Morton is the managing director of Sydney-based agency Morton & Morton. He was named Industry Thought Leader at this year's Australian Real Estate Awards for his strong drive for change and innovation within his business. Morton & Morton has also received the REINSW Large Agency of the Year Excellence Award in 2011, 2009 and 2007.

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Where is the biggest threat to agents in 2019?

3rd party lead generation companies
DIY models discounting sales commission
Prop-tech firms cutting out the agent value proposition
A yet unidentified proper disruptor – like Uber or Airbnb
None of the above. There is no threat.
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