Real Estate Managers: Here’s What Buyers Want from your Agents

Real estate managers: What do buyers really want from your agents? Yes, we can guess, but, do we really know? As some of you know, I’ve been a musician almost all my life. From the time I was four, I was ‘tickling the ivories’.  As you can imagine, I’ve been through countless examinations, ratings, adjudications, and contests. I’m very familiar with rating systems. One of the ways to get great performance is to know by which perimeters you’ll be evaluated.

 How Would your Agents Rate a ’10′?

For example: What would constitute the consumers rating your  agent a ‘10’ (out of 10)? It’s very frustrating when you don’t know what great performance looks, sounds, and feels like. If you’ve ever been evaluated and gotten a less than stellar evaluation, you know how frustrating it is to be rated as less than stellar—but not know what constituted ‘great’ in the eyes of those rating us.   

Read What Consumers Want from Buyers’ Agents

 Besides surveying buyers and asking them to rate agents, the California Association of Realtors asked buyers exactly what they wanted from those buyers’ agents. Here’s what buyers said:

  What We Can Learn to Help Us Get those Great Ratings

 As you can see, consumers expected agents to be experts at whatever they were doing. They don’t want agents to try to help them in areas where they’re not competent (like trying to sell foreclosures without adequate education).  What does that mean to us? The obvious. If our agents going to delve into short sales and foreclosures,  our agents  need to dedicate themselves to becoming an expert.

My question to you managers/trainers: Are you specifically training to the skills consumers (buyers) said they wanted from their agents? What does your training schedule look like? Do you have a training calendar that includes these areas? What areas are you training to, right now, that fulfil consumer demands?