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Experienced Agents Only?

In an interview in the October 2007 REALTOR Magazine, best-selling author and marketing entrepreneur Seth Godin stated that in order to succeed in this business you have to be the "best in the world." The theory behind this is that given the chance, the consumer will seek out the superstar agent...you know, the one that "has the reputation of being over-the-top good, more honest than anybody else, and has been doing it longer than anybody else."

While I agree with this theory about public perception and striving for excellence, I take offense at the notion that the superstar agent is the one that has been "doing it longer than anybody else."

Correct me if I'm wrong, but since when does "doing it longer" equal "doing it better?"

I've been licensed since 2003. In no way can I profess to be the most experienced agent out there, particularly if experience equals years in the business. Reputation and honesty aside, I am experienced enough to know that experience alone is not going to get your house sold, especially in today's market. It's unfortunate when people choose an agent based on the fact that he or she has been in business for a very long time...instead of choosing an agent based upon the marketing plan being presented.

Ladies and gentlemen...interview your agents! Getting your home sold is about marketing your home; positioning your home for success. A big name or fancy car...or an agent who has been in the business for 20 years does not mean that the agent has a fantastic marketing plan. The agent who has been in the business for 20 years has, most likely, sold many more homes than the agent who has been in the business for 5 years by simple virtue of number of years in the business. So what? It's not about who has sold the most homes...it's about who is the best agent to sell your home.

I'd be wary of an agent whose main pitch is:

"I'm the #1 agent in my office"

"I've been selling homes for 20 years"

"I have more experience than anyone else"

In other words...if the pitch is all about the agent, instead of focused on the marketing plan for your home, then that is probably not the right agent for you. An agent should present his or her marketing plan and explain why and how he or she will position your home for a successful sale. If the agent tells you that he or she will put your home in the MLS, on realtor.com, and in the newspaper...then your response should be, "what else?"

You see, the old-fashioned ways of advertising/marketing a home are no longer the most effective. That is why simply choosing the "most experienced" agent no longer cuts it in today's market. Before you make your decision on who you choose to represent you in one of the biggest financial transactions of your life, you need to dive in a little deeper and make certain that the agent you choose is someone who is innovative, internet focused, technologically savvy, has excellent communication skills, is constantly learning and totally focused on your success. What other websites does the agent maintain? Where else will your home be listed? Does the agent blog? Network? What do the marketing materials look like? Are they professional? Does the agent have a good internet presence? (Google him or her to find out). What else does the agent do that may help your home sell faster? How does the agent target buyers as well as other agents in his or her marketing?

The underlying problem with the implication that the "superstar" agent is the one that "has been doing it longer than anybody else" is that it seems to be based on the assumption that all agents are alike and do the same things. Nothing could be further from the truth.

Take the time to interview agents and compare marketing plans, read client testimonials and ask the agent for his or her statistics (average time on the market, average list price to sales price). Then make your decision. I'll bet you discover that the best agent for you...is not the one with the most experience after all.

Posted by Kelly Sibilsky on 09/24/2007 11:32 AM

Comments (32)

choosing an agent, selling a home, marketing real estate, experience

Originally posted at: lake zurich...and beyond: Experienced Agents Only?

Post is included in group: RE/MAX Active Rain Bloggers

32 Comments on Experienced Agents Only?

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2007

Amen! Many of the most experienced agents in my office think taking photos of listings is just the latest craze. Our MLS rules now require photos and its amazing the number of experienced agents drive by and shoot out the window of their car.

Agents should boast softly. It doesn't take much effort for innovative competitors to pull the rug out from under you.

Good post, Kelly. It should all be about marketing and how they relate to the person they are interviewing. It needs to be a good fit and good marketing.

I gave this one a 5! And I'm gong to flag it for a feature. I know several agents with GRI after their name and 15+ years experience under their belt who I wouldn't trust my dog house with.

Mary: I've seen that myself...yet they still get the listings because of their "experience". This needs to change!

Larry: I hope so! I'll be there to yank on that rug.

Missy: Marketing is key. Of course, sometimes the most experienced agent is the right person for the job, but sometimes not.

Karen: Thanks for flagging and the 5! I believe in continuing education but if you don't apply what you've learned, then what is the point? Results are what matters, not how many letters you have after your name.

Hello Kelly, You make a valid point however you are preaching to the chior. I have been in Real Estate on and off for 14 years (part time) because I'm also in the Army. I have learned alot during those years. most Buyers don't care about experience until the agent mentions it, Buyers don't care about marketing until the agent mentions it. All the average buyers knows is that a real estate agent can get my house sold. As an Agent we tend to lean on what we think are our assets in getting the listing. The truth is experience can get a home sold and so could good marketing, however on the flip side if the home is not priced right or doesn't show well neither matters. The bottom line in my opinion is if a buyer TRUST that you can get the job done they will want you. What happens when you get that trust, some agents lose that trust by not telling the buyer the truth(your home is priced to high or you need to clean up). Of course this is not what they want to hear so you don't tell them in fear of not getting the listing. The Buyer whats to here that you can sell they home for the highest price in the least amount of time. So they try and pull that out of an agent's experience or an agent's marketing plan. Nine times out of tenThey end up with the one they believe.

Lester: You are absolutely correct...buyers don't care about experience or marketing, but sellers sure do!Trust is key to any relationship, which is why referrals are so golden. But you have to back up that trust with the ability to perform and get results...and having a good solid marketing plan (combined of course with proper home preparation and pricing) is what will get the home sold. Thanks for stopping by to comment.

Kelly - There is no doubt that time in the business does not necessarily correlate to success. There are plenty of agents that have been doing real estate for a long time that have not done much in their career. You are also correct in mentioning that the interview with the agents are very important and that marketing is key. I will say though that newer agents are at somewhat of a disadvantage when compared to an agent in the business that does have their stuff together.

We all know that the market has changed tremendously over the last few years....anybody that is new to the business has never been in a down market before. There are plenty of agents that have started in the business over the last few and have been successful just by the mere fact of being in the business at the right time. I have seen a number of agents that were doing very well over the last few years that are doing nothing now because they don't know what to do to be successful anymore. It was easy basically taking orders 3 years ago....not so easy now.

Bill: You are right on the money with your comments. I know many agents who have been in the business for many, many years who are now struggling...because they were in the right place at the right time and business was easier to come by. Truthfully, as a "somewhat" newer agent, I've always been in a "build my business" mode and that has turned out to be a blessing in disguise. Now we are in a market that will allow the cream to rise to the top! Proper marketing is more important than ever, and sellers need to know this.

Kelly great post! Keep in mind that as real estate agents even in the same office that in this business we are constantly in competition with one another. Our success are built on each of our own strengths! So what it all boils down to is the person with the best presentation may walk away with the gold. It isn't about the most experience, it is about solutions that sell ourselves and our clients listings. If success was measured by longevity there would be no need to have a wards for "Rookie of the Year!" You know the event where the new agent mops the street and leaves the old timers in the dust!

Great Post!

Jim: You are soooo smart! Guess who was "Rookie of the Year" in her first year? :)

Kelly, based on your comment to Jim my guess is that, you were "Rookie of the Year".Great post. There is an agent in my area that has been around along time. Of course he gets alot of listings based on that. However I have heard many a story about how he really lacks in the customer service area. That to me is key, customer service. It does'nt matter how long you have been around, you better excel in customer service.

Alot of my clients have asked me how long I have been doing it and when I told them, not one went out and got another agent. I think it's all about how you cultivate your interpersonal relationships and if you live up to their expectations.

Rob: Bingo! I almost added another section about customer service but I thought the blog would get too long. You are absolutely right...how we service our clients is extremely important and will trump experience and keep 'em coming back for more (and referring!).

Stacey: My one-time clients are my life-time clients so I must be doing something right. But I have had a potential client hire an agent over me who had been in the business for about 20 years simply because that agent had more experience. (their words, not mine) Ah, well, sometimes that happens when a potential seller just picks three agents to interview and does not have a personal relationship with any of them or was not referred to an agent. Thus the point of the post. Hopefully the public will take the interview more seriously and consider more than just years of experience when choosing an agent.

Kelly I instinctively knew it was you!

Kelly you are so correct. Age has nothing to do with it. I had an 80 year old lady in a previous office who had more energy and work ethic than 4 20 year old agents combined. There is no golden ring in real estate. It takes the work and the system to be effective.

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2007

Jim: LOL

Randy: I'm sure lots of people wish there was a golden ring. So many agents are experiencing a little slowdown right now...the perfect time to work on perfecting those systems, don't you think?

I do mention that I have over 20 years experience and that I write a column for our local newspaper because expertise IS a hot button for some people, but I agree that the main focus always has to be not on me but on what I can do for them. Let's face it - we all go into any transaction (not just real estate) by thinking, if not asking aloud: What's in it for me?

To get and keep the client, we have to convince them that we are giving them the best service, best price, best advice, etc. that they can get. Whether it's your experience or a list of what you plan to do to market their property or to find their dream home, you will quickly get a feel for what each person's hot button is and focus more on that.

Susan: Great perspective. I do find myself reminding people that as a former real estate paralegal, I closed 500 transactions per year...that's certainly more experience than the average agent (in terms of transactions). It also exposed me to many different scenerios and gave me an in depth knowledge of real estate that just can't be taught in licensing classes. Experience, whatever form it comes in, is certainly valuable...just not the only barometer.

Marketing is so important in today's market! Many agents think they need to cut back and just put a sign in the yard and that's not the way to sell!

Kelly. You are so correct. I know many agents that fit the profile you describe. Many are great prospectors and great at getting the business. Yet, I know that once they get the listing, because I have seen them in action, they do little to nothing for their client.

My best summation: Years of experience do not equal real estate expertise.

Great post, Kelly! Just because I've been cooking for over 30 years doesn't make me a chef, any more than all of those years of experience make a mediocre agent a superstar. Longevity should not be the barometer for choosing an agent, but for some people it still is. If you come across a potential client who feels that years in business is their top criteria, just say NEXT!

David: Marketing is terribly important...the home has to be in front of every buyer!

Ed: I know some agents that fit that profile as well. Some can talk the talk, but can't walk the walk. In the end, results are all that matters.

Lisa: I'm going to use that one...what a great line! Thanks for stopping by!

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2007

All about service...

Nathan: As I told Rob above, "how we service our clients is extremely important and will trump experience and keep 'em coming back for more (and referring!)." Thanks for stopping by to comment, I appreciate it!

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2007

Thanks for the post and I could not agree with you more.

Rebecca: You're very welcome. Have a wonderful day.

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2007

Well done Kelly. I think experience is important but certainly not the most important thing. I think most folks hire the person they connect with. They want a REALTOR(R) that is attentive to their needs and makes them feel good about their decisions. And I don't think these things have anything to do with experience. Also, "heavy hitters" may be too busy to really care about their sellers. It may just be a numbers game for them. I rarely talk about myself and my stats at a listing appointment. I would much rather listen to my sellers and find out what they are trying to achieve and then together we can map out a plan to get them there.

Very good post Kelly. Thanks for taking the time to put it together.

As a fellow "Rookie of the Year" and then "Agent of the Year" for each year since, I agree sellers need to be wary of simply choosing an agent who has been in business the longest. Who is the better salesperson--the one who has sold 5-10 houses per year for 10 years (even during the hot years when as Bill says new agents were sucessful "by the mere fact of being in the business at the right time," OR the newer agent who hit the ground running selling 20-30 houses per year? True the market was HOT, HOT, HOT but even during that time period the NAR average was only 4 houses per year. The agent who has been in business a long time is NOT necessarily the agent who has sold more homes and will work the hardest!

Sometimes the new agents are more excited about their listings and do more just to get a closing. I still remember my first closing and how thrilled I was. I have a "system" in place now as then but I find I have to keep adding more marketing to get better results these days. Almost all my profit goes into marketing. I have also found that sellers and buyers work with people they know first, someone they can trust and formed a relationship with. I network a lot to earn clients' business. It has nothing to do with me but everything to do with my buyer or seller. It's strange, when I start to get a big head thinking I know it all, I loose business or I get knocked down to remind myself that I'll never know everything about real estate or how to sell. It's a different situation every day and I always learn something new every day - just like finding out about this blog just yesterday! I have learned a lot from just reading everyone's comments.

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2007

Bryant: Thank you. It's obvious in all you do that you really care about your clients.

Shari: You make a very good point. I'm so glad that you are so successful!

Sharon: Absolutely. I spend a lot of time on continuing to educate myself and find better ways to do things, like marketing my client's properties. None of us can afford to rest on our laurels.

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