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Knowledge is key to agent success

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22 Feb 2013

Estate agencies will be successful if their agents learn how to build trust and to establish a completely open and honest relationship with their clients.

Real estste agents should be fully up-to-date with their town or precinct and the factors which can determine whether it a pleasant place to live, and keep in constant contact with the clients they have.

This is according to Lizette Joubert, who has owned and run the Rawson Property Group’s Paarl franchise for eight years. She has placed her franchise in the number one or two spot in the area she serves making it safe to say that her opinion on the ingredients that make for success is bound to be noteworthy.

She says estate agents will have to know their “subject” and have all the essential data on the local property scene and how its prices have fared recently and in the past. They must also know how interest rates have performed and what they are likely to do in the future and they have to be able to advise their clients on how to pre-qualify for a bond. Then they must know everything about their town or precinct and the factors which can determine whether it a pleasant place to live.

After ensuring the client understands all of the above thoroughly, agents must then show their client that they are never far from their thoughts and their interests are being attended to. Whether the client is selling or buying, regular feedback is essential, says Joubert as silence on the part of the agent will be taken to mean that he is inactive or has lost interest. Even in the most hopeless situations, where there has been no activity at all, she says the client has to be kept informed as often as possible.

Coupled with these knowledge and service attributes, Joubert says a good agent will be known to be truly ethical.

She adds that unfortunately, in the estate agency world, there has been a share of those who have sailed close to the wind and whose morality is suspect. However, once it has been established that an agent will reject involvement in any shady deal, even if it is profitable to him, his reputation and the number of clients he attracts will grow.

She believes this is the reason why certain Rawson Properties Paarl agents have clients who have done numerous deals with them and established a trusting relationship.  "Franchise principals such as myself have to be absolutely ruthless in ensuring that the ethical foundation on which the business is being built is understood and adhered to by the entire team." Any overstepping of the line is dealt with at once and it should be made clear that any agent trying to go this route can't be part of the team. Joubert says once this is established and understood, it is amazing how teams can thrive and succeed.

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