Three top agents reveal their tips for winning listings in competitive markets and the questions you should be asking your vendors.
Education is the key to beating agents who offer discounted listing fees, according to Michelle Winckle of Hayeswinckle.
“I know if someone selling my home would get me $50,000 [more] if I gave them another five grand, I’d do it,” Ms Winckle said, adding that explaining this to vendors is how she wins listings when competing against agents with lower fees.
Lynette Malcolm of Chadwick Real Estate agrees, and said she makes sure that clients who have been given a higher valuation by another agency know how the price was reached.
“If I go into a house knowing that the conversation is ‘Well, we’ve been told by another agent that it’s worth X’ and I don’t believe it, I actually sit them down and go ‘OK, well how did they arrive at that price?’,” she said.
From there she aims to make sure the vendor understands the market and how their property relates to it – also focusing on how important it is for their sale that they pick the right agent.
“I also often find myself saying to the vendor ‘You’re not choosing an agent based on price, and I assume you’re definitely not choosing them just based on commission?’, and it’s such a simple question that they do sit there and think about why they’re choosing their agent,” she said.
Stefanie Dobro of Caporn Young said she always asks her vendors what they’re looking for in an agent so she can be sure she’s the right match for them.
“What I really want to know is what is important to them: is it service, communication, someone who’s going to […] work really hard for them to achieve the very best price?” Ms Dobro said.
“Because those are the things that I care about as well.”