Elite AgentSelling and Marketing Property

First service: Mark McLeod

It can be easy to get bogged down in a tightening market, so why do some agents win in straight sets and others continuously double-fault? Mark McLeod examines how changing your game plan can make all the difference.

I often wonder why professional tennis players don’t get the first serve in more often.

Maybe the fact they have a second chance has something to do with it. Or, as I recently saw on social media, why don’t the cars in The Fast and the Furious stop for fuel?

These are amusing observations.

One observation that is not amusing is why offices that geographically share a suburb sees one control days on market and clearance rates while the other seemingly loses all control.

The reasons why come down to two things – attitude and process.

There seems to be a number of categories agents fall into at the moment.

The first group is obsessed with when the market will return.

This group amazingly believed the boom would last forever and the correction takes a couple of months. This group is in for a rocky ride.

The next group fall into the category of ‘no matter what we do there are factors beyond our control and vendors won’t adjust’.

They say there’s no buyers around and make no adjustments as they believe no matter what they do nothing works.

Good agents understand that a high percentage of stock that comes to the market, even in these times, will be sold and they believe it may as well be them who do it.

Yet, amazingly, the vendors read the same papers, catch the same news headlines and still come to the market.

This group get caught up in the backstories of the owners. Once again, there’s a tough time ahead.

The next group is the winners, as they have adjusted their attitude and processes.

They believe in an attitude of service, correctly aligned information and working towards price points (time and price).

They also understand introducing the buyers before the owner is ready can be damaging and dangerous.

There are likely plenty of agents in the first two groups who could have had offers the owners should have taken.

Good agents understand that a high percentage of stock that comes to the market, even in these times, will be sold and they believe it may as well be them who do it.

Such agents will gain market share, increase customer and community loyalty and ultimately dominate marketplaces.

Unfortunately the first two groups, unlike professional tennis players, may not get a second chance.

The only question is: which group do you belong to?

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