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Simon Parker
Get out from behind your social media tools and databases to meet people and shake some hands, because that’s what the top agents are doing, a prominent real estate industry trainer has said.
“The days of social media and database have been around [for a while]; we’ve been through all that,” Josh Phegan told Real Estate Business on the sidelines of the Australian Real Estate Conference (AREC) earlier this week.
“And we worked out the thing that does work is getting face-to-face in front of the customer, shaking hands."
“We are going back to that. The top performers [are] saying, ‘All I want to do is go back to that. Anything technology-related, let someone else handle that'.”
Mr Phegan, who guides some of the top agents across Australia and New Zealand, told Real Estate Business that top agents are now focusing on three key things.
“It is either a prospecting issue, winning at the listing presentation, or clearances,” he said.
“At a prospecting level, what are you doing to generate lots of leads? We are seeing now around June and July [that they are] generating leads for August and September,” Mr Phegan said.
“At a listing level you’ve got to make sure you are listing them at the right fee. Fees are a big argument, right around the country right now. Fees are progressively going down and property prices are staying the same or going down. In addition to that, the cost of living is going up - so work that out.
“What [you] need to do is actually increase your fees if the volume of properties that are selling is actually decreasing,” he continued. “Becoming a great business person and a great sales person is often two very different skill sets - understanding that a 0.5 per cent reduction of your fee is actually relating to a 25 per cent reduction in your fee.
“The third issue is about clearance. How do you get the property sold in a short period of time? If you can get a property sold in 23 days rather than 66 days, that actually means you can do double the volume.
“Why does a client come to you? Because you actually have a process to get their property sold. And how do we showcase that to your customer? By track record, case studies.”
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