In an industry where its public-facing professionals all too often get a bad rap, let’s hear it for those real estate agents who show ingenuity and true dedication to their clients.
One part of my job that I genuinely enjoy is meeting new people – specifically, meeting great agents. Friends of mine are always very quick to share horror stories of their dealings with brokers in the UAE, but I hear a lot less about the many great agents out there. Not surprising, as according to a recent article I read (on groovehq.com) one happy customer will tell nine people (referrals), however, one unhappy customer will tell 16 people (non-referrals).
Being a good agent requires effort, focus, and skill, much like being a good salesperson but it’s certainly not rocket science. When I arrived in Dubai three years ago and was looking for my first flat I met seven agents from a variety of different real estate companies and had a very mixed experience.
Despite being asked my requirements numerous times, several agents kept showing me really unsuitable apartments and when I questioned them was told I was being “too fussy” or “my expectations were too high” and that I had to understand this was Dubai and the quality was not good. I disagree. There are so many great quality homes here. One agent failed to turn up for viewings – twice. One told me “the key is under the mat” and one said there was no point showing me anything until I had my Emirates ID so I should book into short-term accommodation and call him back when I had everything ready, but not before.
But I also met a great agent. I ended up taking an apartment in Marina in one of the Trident blocks which I’m still living in three years later. Why? The agent had really listened to me in terms of finish, location, price, being pet friendly and even to the point that my journey to work only involved three sets of traffic lights which was impressive (I’d told him I get frustrated with the lights along JBR).
At Property Finder, my team advises clients how to stand out from the competition and maximise their return on investment every day. Of course, the competitiveness of the real estate sector is our opportunity to sell additional products to our clients, but it’s not just about that. I’m always really pleased to launch new tools, features, and products, many of which are included as part of the subscription, that really help agents do their job. Lead Tracker, Price Finder and House Prices are all added-value products launched in the second half of 2018 that are designed to save agents time and help them make money.
If I see three agents and they all offer the same service, same exposure and similar advice, the only thing I can go on is the likeability of the agent – who do I like the most?
I often ask agents: “If I was looking to sell or let my place, why would I choose you?” Or, “I’ve met several agents today, what can you offer me differently that may help me sell quicker?” You would be surprised how many can’t quickly and succinctly answer this question. How can someone not know their unique selling point? Offering great service and doing more than other agents is what makes people decide which agent to appoint. If I see three agents and they all offer the same service, same exposure and similar advice, the only thing I can go on is the likeability of the agent – who do I like the most?
For me, it’s about value and feeling like I’ve got the best exposure. Community Top Spot, one of Property Finder’s products, is an excellent tool to help win new instructions which more and more companies are realising. To say to a vendor: I can place your listing here at the top of page one, above all other listings on the Property Finder desktop and mobile sites when it matches a user’s search criteria, is unique and pretty awesome.
The other tool I find really useful to help win new instructions is our Find Agent directory. An agent can take a vendor to this section and filter by Featured, Listings and show them they are one of the best placed agents to sell or let their property. Consumers want as much information as possible, now more than ever, and they also want to know they are going to maximise their return.
I know many agents who offer vendors to list their property as a ‘Premium’ or ‘Featured’ listing in return for exclusivity, which I think is really smart. Those agents also have no hesitation requesting signatures and passport copies in order to get the listing verified on Property Finder as the boost in ranking, exposure, leads and consumer engagement is massive.
I genuinely believe that any owner needs expert advice if they are to achieve the best price and quickest transaction for their property, and I also believe that any agent who can’t quickly explain their USP should consider a career change and leave the professional brokers to it.
PAUL SPARGO
Commercial Director
Property Finder
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This article was originally published in Trends Report, Vol 5.
