From the archive: Samantha McLean’s report from the 2018 National Association of Realtors conference in Boston. Event invitations and market references in the recording relate to that period.
In this day-two report, Samantha explores an idea inspired by David Knox: protecting your fee starts with understanding what your client values. Using different levels of transport service as an analogy, she considers why one customer may prioritise price while another places more value on speed or convenience.
The question for an agent is what the individual client wants, which risks concern them and how to explain the service that addresses those needs.
Samantha McLean is the co-founder and Managing Editor of Elite Agent, Australia's leading independent platform for real estate professionals. Over 17 years, she and co-founder Mark Edwards have built Elite Agent from a print magazine into a digital media and technology company serving agents and property managers across Australia and New Zealand. Sam delivers AI training and keynotes to major real estate networks across the country, and has built multiple AI-powered products for the industry. She is a three-time Business Magazine Editor of the Year (Mumbrella Publish Awards) and holds a Bachelor of Business from UTS.
