Mike Elliot posted The Full Service Lie in his blog.  In this he pointed out that an agent in his area was claiming to provide Full Service and yet half of the agent's listings were without photos.  Many of us working for more traditional brokerage firms talk about the benefits of providing Full Service but just what is it?

SpectrumThere's a wide spectrum of services that could be provided to a buyer or a seller.  Which services to provide are often an economic business decision.  For example, should I spend two days setting up, shooting and editing professional photos for an $89K listing?  I think not.  I view it as a requirement, however, for an $890,000 listing. 

That said, I think there are some minimum services that an agent/brokerage should provide to call themselves Full Service.  For a seller, here's the start of a list of those minimum services (not necessarily in order of importance)

  1. Market reports and pricing advice
  2. MLS Listing with accurate and complete information.
  3. Measure the home (living area, total area under roof & room sizes)
  4. Multiple quality photographs that actually help to market a property. (No cell phone photos, blurry photos, dark photos, etc.)
  5. Signage (installed and maintained)
  6. Flyers & Brochures
  7. Agent tour
  8. Extensive advertising on multiple websites
  9. Limited print advertising
  10. Appointment scheduling
  11. Home Warranty Info
  12. Regular Feedback
  13. Contract Negotiations
  14. Attend closing

Other services, or enhancements to these services, are provided based upon economic business decisions.  For example, a wine & cheese open house might make sense for the high-end listing but wouldn't make economic sense for the starter home listing.

What do you think?

 

12 Comments on What is Full Service?

DEC
03
2007
Don, we look to provide the same level of service to all of our clients.  Certainly, as you pointed out (professional photos) there are exceptions to this, but consistency is important.  Great Post!
3:09pm • #1
1,241,121 Points 158 Featured Posts Outside Blog Called Shot Master

How about virtual tours? Several agents and stagers are providing that service here. Something to ponder.
3:13pm • #2
Don - I whole Heartedly  agree with you - I provide all those services listed above and about 5 or 6 more for a low set fee. I don't expect everybody else to agree with how I work, or be willing to work for the price I do. But This is a service industry and if you aren't providing it, (regardless of what you charge) shame on you!
3:15pm • #3
Don, Great postings - It is all in the eyes of the beholder.  One one agent does to call himself a full service agent might not be enough to another.  Again Great posting
3:15pm • #4
104,625 Points

Joseph:  I agree that consistency is important.  Would you add or subtract any services to my list?

Michael:  I do virtual tours for nearly all of my listings and think it's a great way to promote a listing.

John:  I'd be interested to hear about the other services you provide.
3:20pm • #5
254,674 Points 20 Featured Posts Attended Rain Camp Called Shot Master

I do think that full service does depend on the listing.  I do disagree with the limited print advertising.  That really depends on the listing.  Some listings just have no room for that type of budget, and with the majority of people looking online, a v-tour is much more cost effective, and gives a seller better bang for a buck.

I also think a broker tour is a questionable one as well.  You aren't going to drag a bunch of agents through a house that smells like cat pee and is junked out.  I think what makes agents full service is that the provide the minimum required services (which you outlined up top) and they DO IT WELL.  The rest is based on discretion for the specific needs of the property.  A full service agent has the ability to assess the marketing needs of the property and act accordingly.
3:29pm • #6
143,667 Points 1 Featured Post

Quality Serive Certification assists newbies stay consitant.  They provide a base for services, then you can your extras from there.

www.qualityservice.org
3:33pm • #7
112,747 Points 2 Featured Posts
Don - I am a strong proponent for Full Service real estate. In regard to your list, I agree with everything with the exception of #3. I am little unclear on this one. Are you suggesting that we measure the room sizes, or the entire house? 
3:40pm • #8
104,625 Points

Vincent: Thanks.  Given that it's in the eye of the beholder, I'm trying to get a feeling for what other agents think about minimum services to be called Full Service.

Melina: Thanks for your comments.  Limited print advertising is included on my list because my brokerage currently provides that automatically for all new listings.  If I advertise in print myself, it becomes an economic marketing decision.  I also see your point regarding agent tours... my science professors drilled it into my head about using the words always or never.  There may, indeed, be situations where a tour isn't warranted.  I have, however, dragged agents to a less than show-worthy home because the agent feedback to the seller helped me reinforce things I'd already said.

Angie:  I hadn't previously heard about QSC.  I'll check it out... Thanks.

Ryan:  In our MLS, room sizes, living area, etc. are all required fields.  Our local board includes house measurement as part of the required post-licensing training.  I'll admit that, on occasion, I'll use a previous appraisal but, ultimately, I'm held responsible for the information I provide to prospective buyers.

 
3:55pm • #9

Don - You asked so here is your answer the additional things we do for one low set fee including all of what you have listed above would be as follows:

15.) Weekly communication with all sellers.

16.) Quarterly meetings with all sellers to discuss current market conditions and discuss creative marketing startegies we can employ in this difficult buyers market we have been locked in for the last 2 years in Southwest Michigan (this has been very successful - Sellers love it and I keep tight reigh so it doesn't just turn into a gripe session.

17.) Net Sheet at listing (can't tell you how many listings I have taken after another agent and the sellers never ever saw a net sheet at the time of the listing - we all know it doesn't matter what they list it for it matters what they will walk away with.

18.)  Posting of my sellers listing in my storefront window (my office is located in the one large interior shopping mall in town) also on a computer, and listing book available to all buyers 24/7 even when my office is closed

19.) Home Prep - At time of listing have a serious conversation with the owner about property condition and give them a "Must do list" and a "should do list" and if they don't agree to the must do list I am done, cause in our current market if the home isn't just right, both the seller and I are wasting time and money.

You asked - this could've been a post but I got plenty more where this came from - I love AR!!
4:00pm • #10
230,808 Points 3 Featured Posts
Don- now that's full service. I get so irritated when I see the lack of professionalism in the photos and the home descriptions.
5:26pm • #11
DEC
04
2007
112,747 Points 2 Featured Posts
Don - That is really interesting to learn about room sizes. We have always been told to NEVER measure the house due to liability, but measuring individual rooms is different. I will put my 2 cents into our local MLS about adding this field.
12:43pm • #12


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Don Stern ~ Greater Baton Rouge Real Estate

Baton Rouge, LA

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Realty Executives South Louisiana

Address: 15651 Airline Hwy., Suite B, Prairieville, LA, 70769

Office Phone: (225) 677-7772

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