Are we too focused on quantity of transactions? What about quality?

Real Estate Agent with RLAH Real Estate AB95346

Back when I worked for a big box brokerage, we had quarterly meeting with our managing broker to discuss our goals, and how on track we were in meeting them.

Then one year, I told my broker that I wanted to set my annual goals in terms of qualitative markers, not quantitative.

She looked at me like I was nuts.

And perhaps I was - and still am.  But I am a firm believer that when your focus is on the quality of each transaction, that the quantity will take care of itself.

So what does a high quality transaction look like?  It's probably different for each of it, but I think there are some elements common to all sales that go well:

  • The agent has great communications with her client and the other professionals in the transaction.
  • She listens to understand what they want and need, then fullfils them.
  • The agent answers her phone when it rings when it's at all possible, and when it is not, she returns calls promptly.
  • The agent stays on top the deadlines in the transaction, including the removal of the contingencies for inspections, appraisals and financing.
  • It all ends with a happy settlement.

When you are at a listing presentation or new buyer interview, you might want to think about the emphasis you put on both quality and quality in your real estate practice. 

Now, it's great to sell a whole bunch of houses and condos.  But it's even greater to do it in a way that gains you a reputation for being a class act. 



Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Suzanne McLaughlin 09/15/2011 08:33 AM
Real Estate Sales and Marketing
Diary of a Realtor
quality vs quantity in real estate

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William Johnson
RE/MAX Associates - La Jolla, CA
San Diego Real Estate Voice, GRI CRS e-Pro CDPE

Hi Pat, a very good post and I agree with all your points. I also think quantity follows quality. Leavng that client so pleased that they are excited to tell everyone they come in contact with. 

Sep 13, 2011 06:06 PM #9
Celeste "SALLY" Cheeseman
Century 21 Liberty Homes - Mililani, HI

And absolutely the best quality points indeed! Success starts within....everything else follows!

Sep 13, 2011 06:12 PM #10
Maria Morton
Chartwell Kansas City Realty - Kansas City, MO
Kansas City Real Estate 816-560-3758

And the agent and clients see each other after the transaction. Yes, Pat, quality trumps quantity.

Sep 13, 2011 06:19 PM #11
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Pat,

Their is no question quality trumps quantity. When quality service is delivered the word spreads fast and then you always experience quality in quantity transactions :).

Sep 13, 2011 10:09 PM #12
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

You are so right.  If you focus on being a stellar agent for your client, everything else will fall into place.

Sep 13, 2011 10:58 PM #13
Holly Weatherwax
Associate Broker, Momentum Realty - Reston, VA
A Great Real Estate Experience

This is why I started my own firm. I wanted to be measured--by me-- on how well I served my clients. I did not want to measured in sales numbers. I have to say that I have never regreted this focus! Good service means repeat business and lifelong friendships.

Sep 14, 2011 12:04 AM #14
Barbara-Jo Roberts Berberi, MA, PSA, TRC - Greater Clearwater Florida Residential Real Estate Professional
Charles Rutenberg Realty - Clearwater, FL
Palm Harbor, Dunedin, Clearwater, Safety Harbor

This is indeed a great list. Treating every client as if they are the ONLY client you have is so important!

Sep 14, 2011 01:25 AM #15
Carol-Ann Palmieri
RE/MAX Executive Realty, Al and Cal Realty Group - Franklin, MA
"Cal" the Real Estate Gal

Hi Pat.    Can I just see that managing brokers face when you said that!   LOL.   Quality will bring Quantity without a doubt!

Sep 14, 2011 03:06 AM #16
Sandy Shores FL Realtor®, Melbourne Real Estate
M & M Realty of Brevard Inc. - Melbourne, FL
Brevard County Real Estate, Florida's Space Coast

Hi Pat, I agree, that quality is superior to quantity.  If you take care of your client from beginning to end, perfectly, then the quantity will take care of itself in time. That client will tell others.  Great post!

Sep 14, 2011 04:48 AM #17
Mitchell J Hall
The Corcoran Group - Manhattan, NY
Lic Associate RE Broker - Manhattan & Brooklyn

I've always been about quality over quantity in everything. Fortunately I sell luxury real estate and my broker is number 1 in NYC.

Sep 14, 2011 05:24 AM #18
Bryan Robertson
Intero Real Estate - Los Altos, CA
Broker, Author, Speaker

I do a low volume business of mostly high-end homes so I'm able to focus on providing better communication and updates that some agents.  I think my reputation is solid because when I'm working, it shows all the way around.

Sep 14, 2011 05:26 AM #19
Lottie Kendall
Today | Sotheby's International Realty - San Carlos, CA
Serving San Mateo County and San Francisco

A great focus, Pat - quality over quantity!

Sep 14, 2011 06:13 AM #20
Linda K. Mayer
License # 01767321 - La Verne, CA

My sentiments exactly!

Sep 14, 2011 12:36 PM #21
Hella Mitschke Rothwell
(831) 626-4000 - Honolulu, HI
Hawaii & California Real Estate Broker

I agree. With quality, quantity follows. Nice simple words to work by.

Sep 14, 2011 03:28 PM #22
Christine Smith
Buyers Brokers Only LLC - - Canton, MA
Exclusive Buyer Agent & Attorney, Canton, MA
Pat....not sure how this one is not featured yet. I completely agree. Quality is much more important to me. I think personalized service and attention to detail are at the top of the list of what I provide to my clients.
Sep 15, 2011 12:22 AM #23
Reba Haas
Team Reba of RE/MAX Metro Eastside - Bellevue, WA
Team Reba, CDPE

I'm with you on the qualifying aspect of deals and not just volume. If you have tons of deals but they're all going sideways because the quality of the deal is poor, then it's like the proverbial hitting your head against a brick wall syndrome.

Sep 15, 2011 08:44 AM #24
Nancy Murray
Keller Williams Clients Choice Realty, Colorado Springs, CO - Colorado Springs, CO
Your NICE Real Estate Agent in Colorado Springs

Pat, what great advice.  I do all these things, but now I need to look at them from the angle of "quality."  Thanks for the great post.


Sep 15, 2011 10:43 AM #25
Wayne Johnson
Coldwell Banker D'Ann Harper REALTORS® - San Antonio, TX
San Antonio REALTOR, San Antonio Homes For Sale

Patricia-If the quality could be more easily seen as a metric it would be used more. But the quantity is such a part of business, particularly sales, it's tough to see anything else becoming the key measure of success.

Sep 15, 2011 02:14 PM #26
Don Sabinske
Don Sabinske, Sabinske & Associates Inc. - Zimmerman, MN
Sabinske & Associates Inc.

Pat, I saw this because of Suzanne McLaughlin's reblog.  I don't know how I missed it, but congratulations on another thoughtful and thought-provoking post.  Now, will everyone just pay attention?

Sep 15, 2011 02:46 PM #27
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Frisco TX Real Estate Co. - Frisco, TX
Real Estate Agents

That's actually a great way to look at it. Once I decided to count by the number of families I touch, I no longer feel as much pressure as I set on myself as compared to meeting "numbers".

Sep 16, 2011 02:56 PM #28
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Patricia Kennedy

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