Too many agents don’t have a detailed understanding of how they are performing and more need to hold themselves accountable for their own performance, a top selling agent and principal has said.
Garth Makowski, director and sales manager at Harcourts Dougmal Campbelltown, in south west Sydney, said his own team of 10 were held to account on a wide variety of key sales metrics.
“Accountability is about ethical agents selling ethical data to the public,” he said.
Mr Makowski said most agents wouldn’t be able to recite some of their key performance metrics and ratios, including their list to sell percentage. Too many were also disorganised, he added, and confused doing extra work with the assumption this meant they were performing better.
Instead, he said it’s better for these agents to refocus their energies on becoming more accountable.
How to become more accountable will be the key focus of a presentation Mr Makowski will deliver at the forthcoming Advanced Real Estate Learning (AREL) 2012 conference in Sydney and Melbourne.
The AREL 2012 Annual Forum will be held in Sydney on Thursday, May 31 and in Melbourne on June 1.
In his presentation, Mr Makowski said he will focus on three aspects of accountability. The first will relate to an individual agent’s ability to track their own performance; the second aspect will centre on a ‘Daily 10’ tasks list that agent should set themselves; while the final aspect will concentrate on the statistics that matter to prospective vendors.
Mr Makowski emphasised that while he and his team of 10 kept track of market share numbers, it was their own performance numbers that were the most powerful selling tool.
The statistics that would be used included a comparison of initial listing prices versus final sale prices over a period of time, which often showed how they had consistently generated extra money for their vendors.
Days on market was another key number, amongst many others that Mr Makowski kept close tabs on.
The statistics, if they’re truthful, are very powerful, he said, to the point where an agent doesn’t need to be the best listing presenter in an area to secure business. The sales numbers tell the story, he said.