For most people selecting the best agent to sell the biggest investment most people have, their home, is a little like playing a game of Russian Roulette. One of the biggest mistakes made is choosing an agent who has a reputation for selling lots of properties, the reason being is that commercial realities dictate that a high turnover is always accompanied by lower prices. Commercial realities also suggest that agencies which generally have notoriously high overheads to cover, week in and week out, need to turn properties over fairly regularly just to survive, let alone turn a profit. So expecting an agent to hang out for a better deal for you isn’t necessarily a fait accompli. A great agent is one who does precisely this, hangs out for their vendor, this is ethics 101.
Smaller agencies who don’t have the marketing dollars at their disposal mostly rely on the merit of their past results to generate future listings by referral, which means in actual reality that they are more likely to pay far more attention to their professional reputation than the average licensed franchisee who’s actual ethics and ability are not exactly a high priority of the franchisor who’s one and only concern is the ability of the franchisee’s to generate income, the quality of results becoming the first casualty of the business plan. Potential vendors should give some thought to the commercial reality that higher turnover is always accompanied by lower prices and as such the success of an agent’s results, in terms of the number of properties sold, is no indicator of the quality of the results achieved. The secondary consideration is to realize that the huge marketing dollars that agents invariably suggest should be expended in news paper campaigns at the vendor’s cost mostly benefit the agent’s business profile in their local area doing little to actually promote a property to potential buyers given that most people source property over the internet where the cost to vendors is negligible in comparison.