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Steven Cross
Agents have a habit of ‘plateauing’ much too early and then become complacent provided their performance is ‘okay’, a speaker at the Sydney Ideas Exchange conference has claimed.
Dane Atherton, managing director at Harcourts Coastal in Queensland, told a Sydney audience that too many agents are fine with mediocrity.
“Some people in real estate door knock and cold call when they first start out, but after a few years they expect to get listings from their ‘profile’, which is a delusion,” Mr Atherton said.
“You need to be careful that you don’t become complacent. Yes, after the climb, cruising at 30,000 feet is easy, but people don’t realise they’re really only cruising at 10,000 feet.”
Mr Atherton suggested agents use their current listings as a ‘magnet’ to attract other listings, and to break the cycle.
“You need to use your current stock listings to generate more listings, so that we avoid the cycle of prospecting, listing, selling on repeat.
“Market your properties loudly; generate lots of interest at the open home to attract as many people as you can; and do your prospecting at the same time.
“Use your stock as a magnet to attract more listings by inviting the neighbours, invite the ‘on the market’ to the open to compare with theirs. Gear your open homes for sellers, follow up and database everyone who comes into contact with you and advise them when it’s sold.
“And make sure you’re smiling and approachable!”
The Ideas Exchange conference wrapped up in Brisbane yesterday after touring with some of the country’s best talent and speakers.
According to event partner LJ Hooker’s CEO Georg Chmiel, this was the perfect time to bring an event like this to Melbourne, Sydney and Brisbane.
“We’re very happy with the turnout: we had 530 in Melbourne, 400 here in Sydney,” Mr Chmiel said.
“The upcoming federal election is bringing a lot of energy back into the market, which means sharing ideas in a forum like this becomes even more important.”
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