Cheryl Kirby, CRS, was preparing one of her listings in the Phoenix area for a showing when she noticed that a neighbor’s lawn across the street had become overgrown with grass and weeds.

Role Play

What does it take to be recognized as a trusted advisor in today’s competitive housing market?

By Regina Ludes

Cheryl Kirby, CRS, was preparing one of her listings in the Phoenix area for a showing when she noticed that a neighbor’s lawn across the street had become overgrown with grass and weeds. Concerned that the neighbor’s home would reflect poorly on her listing, she took immediate action. “I knocked on their door, introduced myself, and asked if I could mow their grass,” says Kirby, who is with Keller Williams Integrity First Realty in Mesa, Arizona. “You do what you need to do to help a client. REALTORS^® are paid well for what they do and should have the integrity to give their clients their best effort. If you do that, you will have a client for life.”

According to a March 2014 survey by the National Association of REALTORS^®, 9 out of 10 buyers who had recently used an agent reported they were satisfied with the agent’s honesty and integrity, knowledge of the real estate market and understanding of the purchase process.

But the days when agents could put a sign in the front yard and wait for the phone to ring are long gone. Today’s buyers and sellers are more tech-savvy and knowledgeable about real estate, but they still need a REALTOR^®’s guiding hand to navigate the often-complex sales process. And that means they must sometimes go above and beyond the call of duty to help close a deal. Whether it’s physically moving furniture to get the home market-ready, educating clients about the local real estate market or helping them negotiate an offer, REALTORS^® can position themselves to be the trusted adviser their client needs in today’s competitive housing market.

Clearly Communicate Intentions

At the initial meeting with clients, Kirby says she clearly explains her role as an adviser and facilitator of the sales process. “I tell clients that I will not just put a sign on the house and hope it sells. I tell them what needs to be done to get the home sold. I won’t clean their house, but I will help them move stuff around to clear up space and make it ready for showing,” she says.

Kirby also believes a home that is in good condition photographs well and sells faster. That’s why she hires a professional to photograph her listings. “Photos shot from a cell phone are not the best for marketing and are an injustice to clients,” she says.

On occasion, Kirby has taken hesitant clients to view other comparable homes on the market so they can see for themselves how their home stacks up against competing properties. “I ask them, ‘If you were shopping for a home, would you buy this one?’ In the current Phoenix market, inventory is up, so there are a lot of choices for buyers. A home priced right and in good condition will stand out,” Kirby says.

Provide Relevant Data

As trusted advisers, REALTORS^® need to provide the most accurate housing market data quickly and reliably, says Gee Dunsten, CRS, a certified CRS instructor, active real estate agent and author of Are You the Go-To Agent? “People are confused today. Agents need to know what’s happening in their local market, why it’s happening and how to explain it to their clients. Agents have to provide more relevant data using different channels so clients get the real story, not a distortion of the story,” Dunsten says.

One of those channels is the listing package, which should not be all about the agent and the agent’s firm, but instead should emphasize local market information that can help clients make a knowledgeable decision about buying or selling a home. For example, agents can include an explanation of current interest rates, the costs and benefits of waiting to buy or sell a home, the negotiation process and the value of working with a CRS agent. “It’s not about you, it’s about them,” he says.

Dunsten also suggests agents eliminate some of the jargon from their vocabulary to be more accessible to their clients. For example, instead of calling themselves a listing agent and saying, ‘I have a listing,’ agents should say, ‘I am a marketing REALTOR^®’ and ‘Let’s discuss how we can best market your property.’” 

Carol Murphy, CRS, with Keller Williams Greater Cleveland West in Westlake, Ohio, believes being a CRS Designee brings value to her client relationships and confirms her dedication to her career. She keeps up with her education by attending classes, conferences and webinars, and reading industry publications, such as The Residential Specialist. “Picking up one marketing tip can make the difference in getting the listing or turning an offer to purchase into a contract,” she says.

Attend to the Details

Murphy says that while consistent communication throughout the deal is important, the communication doesn’t end when the title transfers. “I always check in on the buyers [after they have moved into their new home] to see if everything is okay. If there is an issue with the home, I’ll send a handyman to fix it, or if a seller has a concern with the settlement statement, I am there to answer questions. Each call or visit reminds them that our relationship is important to me,” Murphy says.

Knowledge of the local market and various marketing techniques can further position agents to be trusted advisers, Murphy says. “When a client understands and knows what to expect in a transaction, then the client is better equipped for the transaction. I am in charge of the [sales] process, but my clients are in charge of all decisions,” Murphy says.

She advises agents to review thoroughly the terms of every offer to purchase. This kind of attention to detail adds to an agent’s professionalism and integrity, Murphy says. “When an offer to purchase comes in, I read the agreement thoroughly. Companies do change the documents from time to time, and it is our obligation to know how the language can impact our client.”

Guide the Process

Pamela Frohman, CRS, with Prudential Towne Realty in Suffolk, Virginia, says REALTORS^® bring value to the table for both buyers and sellers by providing expert negotiating skills, coordinating the details of the transaction and guiding the buyer when choosing other professionals to work with, such as a lender or home inspector.

Frohman says one way agents can add value to their services is by offering staging consultations, which can help sell a home faster than non-staged listings. Frohman works with an assistant who is an Accredited Staging Professional. “Once I decide to take on a listing, the assistant will follow up with the client, preview the home, make suggestions for staging and prepare a time frame when it can be done. Once the staging is done, we take professional photos and put the listing on the MLS.”

Frohman says loyalty and honesty are key attributes when working with buyers and sellers. Agents should always be honest with a client about pricing or the condition of the client’s home, and that honesty can mean possibly losing a listing or sale, a prospect Frohman faces every time she goes on a listing appointment. “I would rather lose the listing by being honest about pricing than to misrepresent the value to the seller,” she says.

REALTORS^® need to understand that they are working with a different type of buyer today, which has created a more competitive marketplace, Frohman adds. “I have gone to listing appointments and have been told by the client that they are interviewing other agents. Agents should be prepared to discuss their education and experience and stress their CRS Designation to differentiate themselves from the competition,” Frohman says.

As the real estate marketplace becomes more competitive, REALTORS^® who continue to hone their skills, communicate clearly throughout the process and provide sound, practical marketing advice will position themselves to serve their clients’ needs for years to come.

 

Regina Ludes is a freelance writer based in Chicago.

 

To learn more about how to serve your customers better, check out the CRS online course, Creating Value for Your Clients.