What Sellers Really Want From Their Real Estate Agent

Good morning,

Just wanted to share a few more interesting items from the NAR 2012 Profile of Home Buyers and Sellers.

How Sellers found their agent?

1. Referred by Friend, neighbour or relative 38%
2. Used agent previously to buy or sell home 23%
3. Referred through employer or relocation company 5%
4. Prospecting efforts of agent 4%
5. Saw open house or For Sale sign 4%
6. Visited open house and met agent 4%
7. Referred by another agent 4%
8. Internet/website 3%
9. Direct mail 2%
10. Walked into Real Estate office 2%

Number of agents contacted before selecting one to assist with sale of home

65% -contacted only one agent
20% -contacted/met with two agents
11% -met/contacted three agents
3% -met/contacted four agents
2% -contacted 5 or more

What sellers want the most from Real Estate Agents by level of service provided by Agent

1. Help sell within specific time frame 22%
2. Help Seller market home to potential buyers 21%
3. Help find buyer for home 19%
4. Help price home competitively 18%
5. help seller find ways to fix up and stage home 10%
6. Help with price negotiations 5%
7. Help with paperwork 3%

Most important factor when choosing an Real Estate Agent

1. Reputation of agent 37%
2. Agent is honest and trustworthy 19%
3. Agent is friend or family member 13%
4. Agent’s knowledge of the neighborhood 12%
5. Agent’s association with a particular firm 4%
6. Agent has caring personality/good listener 4%
7. Agents commission 3%
8. Agent seems accessible through technology and smartphone 3%
9. Professional designations held by agent 1%

The research shows that Sellers want to work with a Realtor that they already know, was referred too, or worked with previously. They also want to work with an agent that is honest, trustworthy, knowledgeable, and is a good listener. They do not really care which company their Realtor works for, as they choose agents… not companies.

The world would be a better place if our colleagues understood what Buyers and Sellers really want from a Real Estate Agent. Then, they seek out and learn the proper skills, knowledge and training, in order to deliver this at a really high level .

I would love to hear your feedback.

Have a great day!

Glenn McQueenie
Keller Williams Referred Realty
Toronto, Ontario

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About Glenn McQueenie

Glenn is the Operating Principal of Keller Williams Referred Realty and Broker of Record of Keller Williams Referred Urban Realty in Toronto. His first office was launched in 2004 and has now grown to over 230 agents in 2 offices. Glenn's passion is teaching, coaching and mentoring agents to help them get more referrals from their Sphere of Influence, converting more leads and getting additional transactions from every listing you take. Glenn is also committed to helping people have careers worth having, business worth owning and lives worth living.
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