The period between a property's first public exposure and the arrival of a serious offer is one of the most psychologically demanding stretches of the entire selling process. The seller has committed. They have cleaned, decluttered, and opened their home to strangers. They have invested emotionally and practically in the outcome. And then the waiting begins.
For agents, how you manage this window determines whether you maintain control of the deal or lose your client’s trust to panic and reactive decision-making.
Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa, says a real estate professional’s main responsibility is to sell and/or lease out homes on behalf of their clients. "A real estate professional acts as the middleman between the buyer and seller, or between the landlord and tenant. Their core function is to play matchmaker between the homes on their stock list and the clients in their database. It takes years to build up a database of potential buyers that can be matched to a home, which is what makes a good real estate agent worth their weight in gold,” he explains.
Goslett says unless landlords and sellers are prepared to spend many hours dealing with interested parties and arranging appointments, enlisting the help of a real estate professional will also save them time.
READ: Simple ways agents could earn long-term client trust
Beyond that, a good real estate professional will also act as a trusted advisor. “As experts within their local markets, they should be able to provide clients with valuable insights on market trends and housing prices in the area. They can also guide clients through the process of signing an OTP or lease agreement and will then put clients in touch with other experts who will help along the journey, such as bond originators, compliance certificate issuers, and transferring attorneys,” he explains.
One of the most common misunderstandings arises when a defect is found on the property. “When defects are uncovered after a home is sold, it is important to understand that the responsibility does not fall on the real estate practitioner unless the seller told the agent and the agent did not disclose the information to the buyer or purposefully hid the information from the buyer,” says Goslett.
Morné Prinsloo, local agent with REMAX Town and Country Roodepoort and Krugersdorp says his priority is to understand the property, confirm the seller’s expectations and prepare the listing properly before marketing begins.
He says this includes reviewing comparable sales, discussing pricing, identifying important property features and gathering the necessary documents.
"I also consider the presentation of the property, photography, listing description and the most appropriate marketing channels. The objective is to launch with accurate information, professional presentation and a pricing strategy supported by market evidence. A property should not be rushed onto the market simply to make it visible. The initial presentation can influence how buyers respond throughout the marketing period," he advises.
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