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Fast Talk Is Not Communication

Most vendors would choose the agent who they think will get them the highest price for their property. But do they know what qualities and skills are most likely to bring this about, especially in a market where properties for sale outnumber buyers?

When the market gets tougher, communication is an agent’s most important skill. In order to attract the interest of purchasers who have many properties to choose from, an agent must excel at communicating the benefits and features of your home in a way that makes it stand out to intending purchasers.

In boom times when there are more purchasers than properties for sale, many houses sell themselves for prices beyond vendors’ or agents’ expectations; in a slower market however, agents may have to use all their communication and negotiation skills to achieve looked-for prices.

Remember that the agent who offers to put the highest asking price on your property is not necessarily the one with the expertise to achieve the best price in the long run. And agents who offer the lowest commission often can’t afford to put together the kind of marketing programme that will achieve the best result. In boom times, properties often sell before the serious marketing has got underway; in the current climate, the right marketing programme as well as the right asking price may be all too crucial.
 Communication is the key to a successful sale, but it breaks down when trust is lost. Conversely, trust is often lost because of poor cmmunication during the selling process! Many agents start out by ringing their vendors regularly, but fail to keep this up, especially if the news is not good or the action on the property is slow. This is the very time, however, that they need to keep anxious vendors in touch with the process so that they don’t become alienated.

It is not always easy to judge an agent’s communication skills from the first meeting, but remember that fast talk is not communication. Look for an agent who is willing to enter into genuine dialogue taking your needs into account rather than launching into a high pressure sales monologue.

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