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The value a real estate agent brings to the table goes well beyond sales skills

Before becoming a real estate agent, I have to admit that I really didn't understand everything that a real estate agent does. I already had a combined education and background in law, sales, administration, customer service and management, so I felt very confident in my abilities and knew they would translate Real estate professional well to a career in real estate.

Recently I've been thinking about everything I've learned and how I've grown both personally and professionally in the 5 years that I've been a real estate agent. I thought I was well prepared for this business (and I was) but little did I know how much more there was to learn.

To be successful, a real estate agent needs to have a comprehensive knowledge of the following:

Self-promotion and lead generation (i.e. how to sell yourself and get business)
Advertising and ad copy writing
Marketing (both print and internet)
Website maintenance and search engine optimization
Contract preparation and review
Negotiation and transaction coordination
Maintenance of corporate tax records and general bookkeeping ability

A real estate agent must also possess:

Strong organizational and interpersonal skills
Excellent verbal and written communication skills
The confidence to speak in public or one on one and the ability present your marketing plan and ideas in a clearly understandable manner
The ability to handle complex situations with the highest degree of integrity and confidentiality
The ability to analyze and interpret market data from a variety of sources
Sales skills and the ability to close a deal (although I do believe that houses sell themselves)

Many real estate agents don't come equipped with a bachelor's degree; and yet, we are performing at an executive level as a multi-million dollar business owner. It takes a lot of professionalism, guts, skill and creativity. For most of us, our background and expertise would easily be an asset to any organization, and this is the true value that we bring to every transaction each and every day. Have I left anything out?

Posted by Kelly Sibilsky on 10/23/2008 10:02 AM

Comments (14)

the value of a real estate agent

Originally posted at: lake zurich...and beyond: The value a real estate agent brings to the table goes well beyond sales skills

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14 Comments on The value a real estate agent brings to the table goes well beyond sales skills

OCT

2008

Kelly,

You have presented a very concise case of what it take to sell real estate. As for the bachelor's degree, I rejoice that sales - and especially real estate sales - can be entered straight out of high school. I think many young people would do well to forego colleage and get started on a path that will provide an earning potential far greater than many of the people who have gone to college. :)

Steve

Well presented Kelly.

I have often have suggested what we really are is educators. We take each new client, figure out what they want, need and can afford. Then we educate them as to what is available, what house values are, how the offer process works and financing options available.

If we have educated the clients they will know when they see good value and be ready to make an offer.

What is interesting, is you almost have to have a degree in Marketing to be an agent, as most of our time is spent doing exactly that :)

STEVE: I don't consider real estate "sales" per se, because it is so much more than that. At any rate, it's not the college degree that makes someone successful. While a college degree may show a prospective employer that a person is disciplined, self motivated, capable of learning and intelligent...a college degree does not make one person better than another. Someone can succeed in real estate and many other occupations because they possess those very same attributes; they just earned them through the school of hard knocks.

BOB: The ability to educate and inform others (in a non-threatening manner since buying or selling a home is an emotionally charged transation) is an extremely important part of our job. Thanks for pointing that out.

KONNIE: Marketing is a very important part of our job; one that used to be somewhat overlooked in my opinion but is now more important than ever. While many feel that we "sell" our listings, I feel that we "market" our listings. It is the buyer's agent who guides the buyer into making a decision on one house vs. another through educating them on the pros and cons of each property and helping them see how a particular property will meet their needs.

Kelly - Great job in describing the many attributes a Realtor needs to be successful. I had bought and sold 5 houses and worked for a relo-company prior to becoming an agent. I also had a background in sales & customer service. Although, the combined experienced prepared me in some ways. I am like you to admit I really didn't understand everything that a real estate agent does. Gosh, it sure looks easy to an outsider! I would love to challenge the next person who ever implies that this is easy. Perhaps I will insist they follow along with me for a day or a week and log in all the hours along with all the miles!

CAROL: I think I underestimated the self-promotion aspects of the job the most. I had never really thought about where the clients would come from before I got started in the business. Nor did I realize how much I would miss a steady paycheck! :)

Kelly,

Interesting response to my comment about sales. Everything I do from a business standpoint revolves around sales. I think some people are hesitant to abmit they're in sales. Everything you mention and considerably more than that is sales. Blogging is sales. That's my take on it anyway. :)

Steve

STEVE: I consider "sales" a separate activity. Marketing, advertising, self-promotion, education, and even blogging are all things you do to reach a prospect...while "sales" encompases the specific things you do to close a deal or get a signed contract. They both go hand in hand, but it seems we spend much more time on all the other activities that lead up to a sale...that's why I said that real estate is much so more than "sales". Does that make sense?

Kelly,

I understand your distinction, but the way I approach professional sales in any product line, real estate included, is to divide it into two parts. Marketing is everything you do to get the customer to your front door or to your telephone or computer screen (email). Sales is everything that you do after that. In a broader sense, it's all sales - advertising, promotion, branding, image, the actual presentation, market research, mortgage processing, self-generation of leads, follow-up, blogging, emailing, open houses, caravans, education - pretty much everything. But I do see your point. Mine is that by focusing too narrowly on sales as a measurable activity we miss the bigger picture. That's all. :)

Steve

Hi Kelly. I knew there was a reason this career was so hard.

I just didn't know how to put it as well as you.

Thanks for writing,

Ken

Kelly, Your post has pointed out to me the many different jobs I do in a day. I had not realized that I am as much in the Advertising and Promotion business as I am in the education game and party planning. We really do get sold short by bad jokes and the media. I think we do a lot of jobs that others get paid by the hour to do, maybe we should charge by the hour, too. I'd get a raise!

Kelly, the only thing you missed in my eyes is that you need a lot of patience- especially these days!

Kelly :

Psychologist, Father, Mother, Financial Adviser, Friend,Designer, I guess I could go on and on.

Richard

OCT

2008

STEVE: Thanks for sharing your viewpoint!

KEN: Now you know why you're so tired! ha ha. :)

JANE: Party planning - those tours and open houses - I forgot about that aspect of the business! Thanks for the reminder!

JUDY: Patience is key, that's for sure. My 5th P of Marketing is Patience (or Perseverence).

RICHARD: Many, many hats...I forgot about the staging/decorating/designing part of the business. Thanks!

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