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Brand power is a three-way covenant, says John McGrath

27 June 2017 Tim Neary
Growth, plants, success, brand power

The real estate selling relationship is a tripartite arrangement involving the vendor, selling agent and company, says McGrath Estate Agents executive director John McGrath.

Mr McGrath says the relationship flows equally through each of the three elements. 

“There’s no doubt that the vendor must have confidence and trust in the selling agent, but the selling agent must rely upon their company to provide a wide range of services during the sale,” he told REB. 

“A good agent with a great company behind them will always beat a good agent without the backing of a strong company.”

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Mr McGrath said brand power also helps agents with market credibility.

“People often say to me that when they see our sign outside of a property, they always know it will be a good property and go for strong price.

“This sort of credibility at street level is critical to enhance the sale.”

Mr McGrath advised agents who are unhappy with their group to think before they act.

“The first thing you have to do if you’re unhappy at your current agency is to work out if you’re the problem or if it’s the company. Many agents are quick to blame their company when things aren’t working out when perhaps it’s their inadequacies that are impeding their success,” he said.

“If you have honestly reviewed the situation and feel that your company is retarding your growth, then my advice is to look for the right cultural fit.”

By “cultural fit”, he means finding a business that best represents you.

“It’s easy to be lured by pumped-up commission plans and other possible gimmicks, but in the end that amounts to nothing if you don’t find the right environment to work within.”

Brand power is a three-way covenant, says John McGrath
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