Ask An Ambassador: Commodity Or Specialist? Protecting Your Value
You may be telling everyone how great of an agent you are and why the general public should choose you to represent them, but isn't everyone else doing the same thing. How are you showing them that you are the real deal?
Yesterday I had calls from two buyers.
The first is returning to Cincinnati after 20 years. He and his wife are considering a patio home purchase. Some web searching led to us (of course...they're looking for PATIO HOMES!!!) and a call. A good conversation followed and in a couple of months I'm to expect another call, some review of what's available and a quick purchase after his wife comes to town to househunt. THAT is exactly what my blogging and web work is about. Proving expertise online, then backing it up when the contact happens. The caller understood that I had knowledge that could help him, knowledge the typical agent in my market would not have.
The second buyer called about our newest listing and setting up a showing. The usual questions were asked, including "Do you have an agent you're working with?". The buyer made it clear that even though as an investor he'd bought with another agent SEVERAL times, if he could get a better deal by me being a dual agent, he was more than happy to only work with me. Now while under normal circumstances I'm not totally opposed to being a dual agent, in this case I'm representing a seller I've worked with several times. From a pure liability standpoint, even acting COMPLETELY on the up and up, if something hit the fan later, who's going to believe I didn't show bias in the seller's favor? So a little pushing got the buyer back to his "regular" agent and a showing has been scheduled by that agent. But the most apparent thing out of this conversation? The buyer considers his agent's services a commodity. ANY agent can do it, and for the right price another agent WOULD be the one he'd use.
So here's our challenge as real estate agents. Do we want to be a commodity or a specialist in the public's view? The first category leaves us vulnerable with the public seeing us as interchangeable. Cheapest, most convenient, you've seen one you've seen 'em all type agent as far as Joe Buyer or Jane Seller is concerned.
But as soon as we are perceived as a specialist, we gain value. When you're clearly the expert, you've got something the public doesn't merely want, they NEED it and will make sure they get it.
That expertise might be geographical, a particular to a style or category of home, a lifestyle related home choice, etc. There's SOMETHING that sets you apart from your competition.
And once you establish yourself as THE expert on a particular section of the housing market and then provide a thorough web presence on the topic, you're not a commodity. You're a specialist that gains clients.
So are you establishing an expertise and protecting your value?
Until next Tuesday, just Ask An Ambassador if you need help!
Bill of Liz and Bill aka BLiz
Serving Warren County Ohio & Adjacent Areas
The Liz Spear Team of RE/MAX Elite
Elizabeth Spear, ABR, CRS, Ohio License SAL.2002007747
William (Bill) Spear, CRS, Ohio License SAL.2004011109 Kentucky 77938
Ask for us by name if you visit the office!Two locations: Lebanon & Mason, OH
Bill Direct: 513-520-5305
Liz Direct: 513-265-3004
Fax: 866-302-8418
MailTo: LizSpear@Go-Concepts.comSearch Homes: Http://WarrenCountyOhioRealEstate.com
Our Website: www.LizTour.com
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