Being a top real estate agent requires a number of skills that help address the misconception that our business is a simple one that is easy to perform. After all, how hard can it be to show people a few houses, host an open house or two and then collect huge commission fees? This is what most outsiders think we do to earn our living – but real estate superstars know there’s a whole lot more to it than that.
So what’s the secret sauce that makes for a great agent? So many people are drawn to the profession because of the promise of a flexible work schedule and the potential for unlimited income. But up to 40 percent of newly licensed agents drop out without success in their first year, because they did not understand or take the time to master five key disciplines that make for a rock star agent.
An agent must learn to become a lean, mean, lead-generating machine. Many people who earn a real estate license show up on their broker’s doorstep and say, “Here I am, put me to work.” Then they wait for the broker to hand off prospects to them. This is not the way to great success. The savvy agent knows there is no opportunity to practice real estate until and unless there are ready, willing and able clients who want to work with him. Without leads, a sales agent is dependent on others for income and will never rise to the heights possible. Smart agents spend two to three hours every morning on the hunt for business. They call into their personal contact database and on owners of expired listings or for sale by owners. The great ones are always “on” and think only of how many people they can help today. Networking is second nature to the star agent, who will regularly check in with referral sources such as divorce and estate attorneys, contractors, mortgage originators and other professionals to find out who they may know who is considering buying, selling or investing in real estate. Leads are the fuel of our business and the very successful agent never forgets this fact.
The very best real estate professionals know that their clients’ wishes, wants, needs and dreams come first – every time. We cannot ever meet our goals if our clients do not achieve their goals. Highly successful agents develop the ability to really listen and connect to his or her client.
When working with a buyer, a great agent can share the vision his client has for a perfect new home because he cared enough to ask great questions and listen carefully for the answers. Sellers need to know we really understand what they want to achieve with the sale of their home and that we will make this happen with the least amount of disruption in their lives possible. We must empathize with the stresses of the process, often stepping in to help with resources for packing, cleaning and repairing – and sometimes just giving our clients room to vent. Listening –really hearing every word in the moment – is a skill set great agents develop.
The best agents really know their stuff! They know how long a home is likely to take to sell; what the current pricing trends are; where interest rates are likely to be heading; where the affordability index stands in today’s economy. The best agents are truly experts in their field. They read everything they can get their hands on about the latest industry technology; the newest color schemes in modern homes, hot new ideas in renovation. The great ones have a personal resource list that can answer the needs of any client: contractors, landscapers, attorneys, appliance distributors – you name it. The top agents know who to call to get just about anything done. The best of the best agents have insatiable appetites for everything real estate and become the go-to resource for their clients, who rely on them for timely and accurate information.
All agents are mandated by law to apply reasonable care to the work that they do. The great agents take this responsibility most seriously. We must follow the timelines of a transaction and hold our clients accountable to perform within deadlines. We are responsible for making sure all deposit money is handled safely and appropriately. We direct traffic for vendors, inspectors and appraisers and hold our clients’ hands when buyers’ remorse strikes or moving simply stresses them out. Great agents know that reasonable care is just the beginning. Really being invested in our clients, channeling their stresses and concerns and just being there – that’s what the great ones understand.
Finally, the best agents have a handle on their own emotions and always remember that they are the problem solvers, and not the actors, in the drama of a transaction. This can be a rollercoaster business with circumstances beyond our control that take a deal down or make it hard to complete. If we get into the drama with our clients, we simply cannot help them effectively. We have empathy for the stress our clients go through but keep them at arm’s length to retain our effectiveness. We are the voice that can calm the storm and find reason when it is elusive.
To sum it all up, truly great agents are smart, knowledgeable and tuned into their clients’ needs. They have are consistently seeking to meet new people to help and have a handle on their own emotions. But most of all they remember, and never, ever forget, that the clients’ wishes, wants, needs, dreams and goals always come before their own.
