You’ve been in the business awhile now, understand the workings of the industry and have kicked a few, or even a bunch, of goals already. And now, with CENTURY 21 chairman Charles Tarbey’s three pro tips for real estate excellence, it’s time to take your business to the next level.
1. Invest in human-to-human communication
Mr Tarbey’s first tip surrounds the growing use of broadcasts and electronic mail by agents.
“While it’s great to see agents adopt new technologies, too many agents seem content with simply sending out a broadcast and expecting business,” the chairman says.
“I strongly believe that many agents will get more out of a conversation with a few people than a generic broadcast to a hundred people.
“I think savvy agents will be sending out broadcasts in 2018 but will be equally as committed to personally following up with people and investing into human-to-human communication.”
2. Polish your negotiation skills
The year ahead will see increased negotiation between buyers and sellers, Mr Tarbey says, and this should shape the way agents approach the new year.
“Agents would do well to invest in improving or enhancing their negotiation skills. This may be critical to achieving successful results in markets where sellers need to revise down their price expectations, and buyers and sellers need an agent’s help to meet in the middle.
“Also, it often pays to remember that negotiating a sale between a buyer and seller starts the moment you meet them — not at the point of an offer.”
3. Choose action over activity
Be very clear on the difference between “activity” and “action”, especially when it comes to social media, Mr Tarbey says.
“Social media is necessary; however, activity alone will not create the best results — acting on that activity will.”
Mr Tarbey adds that he expects 2018 to be an exciting year for the Australian property market, but that it won’t be as easy as in previous years where a lot of property was “selling itself”.
“Complacency may hinder the prospect of achieving great results this year.
“I think we will see the agents [who] have invested into training, who are supported by strong corporate and personal brands, and who have a steely focus on action and results, achieve a great deal of success in 2018.”
Mr Tarbey began his real estate career in 1972 as an assistant property manager. In March 1983, he launched Combined Real Estate, which became a well-known franchise network that grew to 56 offices. In 1995, Mr Tarbey purchased the Australasian arm of CENTURY 21 and merged the two companies. CENTURY 21 now operates hundreds of offices in the Australasian region.