Selling or buying a house is a big step and the right or wrong agent could make this process a breeze or a nightmare.

That is why they have to arm themselves with the best knowledge about what separates competent agents from the rest.

In short, says Berry Everitt, CEO of the Chas Everitt International property group, sellers need agents that really know how to reach potential buyers, have the latest market information at their fingertips and can handle tough negotiations while also maintaining excellent relationships with lenders.

“So the first thing to look for when you are choosing an agent to market your home is someone who is in the real estate industry full-time. It is difficult, for example, for an agent to give you good advice about an asking price unless he or she lives and breathes real estate and keeps constant track of sales in your area.”

He says other traits that make a top agent are:

- Passion, enthusiasm and dedication. You want an agent that will go the extra mile to get the best results, even when the going gets tough.

- Market savvy. Knowledge is key to attracting buyers and achieving consistent sales in a given area – including your property.

- Creativity. Your agent should be able to write offers to purchase that excite the buyer as much as you, and to be able to think “out of the box” to reach solutions if negotiations bog down.

- Sensitivity and empathy. Tighter lending requirements are a primary concern in today's market. A good agent will know the right questions to ask buyers about money without offending them, and be able to make suggestions about how you can make the deal more attractive.

- Technology savvy. Most home transactions today begin on the Internet. In addition, more and more people are conditioned to receiving information the moment it becomes available. You don’t want to lose a buyer because your agent was slow to put your listing out there.

- A team mindset. A good agent will have at least one good assistant and a strong network of other professionals and service providers such as mortgage originators, insurance agents, home inspectors and handymen that you can tap into.

Ian Slot, MD for Seeff on the Atlantic Seaboard, Cape Town CBD, City Bowl and V&A Marina, says good agents have a solution for every problem whilst bad agents see a problem for every solution. “Good agents are positive thinkers and problem solvers and they are excellent at establishing rapport. They are good listeners. They need to understand what the right questions are and be able to understand the answers.

“They need to be able to convey important information in an effective and non-confrontational manner.”

He adds that in the new economy, knowledge is power and technology is playing an increasingly vital role in the property selling process. “The most effective agents know and understand their market and their product backwards.”

He says the majority of change has come in the recent past with the exponential growth in available information and technology which, coupled with the dramatic slowdown in the market, means today agents need to be tech savvy and they need to add value. “It means there is a greater emphasis now on being able to match buyer and property and to assist buyers in appreciating the value of the property and assisting sellers in coming to realistic prices.”

Laurie Wener, MD for Pam Golding Properties (PGP) in the Western Cape, says a good agent is one that is able to adjust to a variety of personality types and one that should have a genuine interest and empathy for people with a wide variety of personalities. “The agent should be able to assess and adapt to different personality types in a heartbeat.”

She says a good agent will have sound knowledge of the property market, market intelligence (sales facts and figures) and associated subjects, e.g. basic municipal regulations, zoning etc. “These agents also have an interest in and are conversant with the general economic climate. They also have a good knowledge of property law and certainly a thorough knowledge of the Offer To Purchase (OTP).”

She says there are quite a few factors that will tell sellers if an agent is not competent and suited to their needs. “These include poor sales, lack of availability, apparent low energy, shortage of money, poor feedback from clients, and low on listings. However, one must be careful that a previously good agent is not just going through a bad patch (poor health or family problems) as the job is stressful.”

Jason Rohde, CEO of Lew Geffen Sotheby’s International Realty, says being a good estate agent is more about being an informed and trusted advisor than it is about planting pointer boards. “Someone who knows the business, understands the housing market and how economic factors impact on property, is familiar with your area and takes the time to get to understand you and your needs is the right person the job. It is wise to keep searching until you find someone who meets these criteria.”

He says locating a real estate agency is not that difficult. “A drive through your area will provide you with clues as to which agencies are most active there. If ‘for sale’ signs aren’t allowed, or readily evident, commercial advertising boards, leaflets in your post box or your local newspaper and property guide should give you an idea of where to begin your search.

Then, draw up a short list of agencies to contact. Limit your list to the agencies with boards in your vicinity and those advertising properties in the same calibre and price range as yours.

Rohde provides questions to ask when evaluating the agencies on your shortlist:

- Does the agency specialise in your geographical area and have a view of new developments and other factors that could affect property sales and pricing there?

- Does the agency have experience in selling the same type and value properties as yours?

- Does the agency have insight into the mindset and culture of the typical buyer in your area?

- Does the agency have computer access to property records?

- Does the agency have access to local and international listings?

- Does the agency have a professional marketing and public relations department? – Eugene Brink

Readers' Comments Have a comment about this article? Email us now.