By Stan Albert
By now most REM readers will have read about the merger of Realtysellers and PropertyGuys.com. Are those of us who are the “other” brokerages now supposed to fold our tents and go and sell Amway products and forget why we went into the real estate business?
Most agents in Canada as well as our neighbours to the south still believe if we give good value to our clients and to our referral-based clients, we certainly work hard for our commissions. Whatever you as an agent decide is a fair fee/commission for your services, you justly deserve.
The selling of a piece of real estate takes a great deal of skill, patience and knowledge of the market place. Most of us in the “other” category of brokerages recognize this to be a truism. To just offer to consumers a low fee or mere fee commission structure is okay, I guess, for some segments of the population.
What does the average home seller or home seeker want? From my many years of experience in this industry, I know sellers want us to provide the skill to get the most money for his investment and for buyers, the best buy possible. It takes education, professionalism and commitment to protect the public by strictly adhering to all the codes we’re governed under. It’s not just take a listing, put a sign on the lawn and maybe do an open house.
The consumer expects due diligence and guidance right up to and after closing – not just a saving on the commissions.
A low fee commission does not ensure that the consumer will get more money for his home. Not at all. Most low-fee brokerages or agents usually (not always) rely on the MLS buyer’s agent to bring the offer and in many cases negotiate the offer.
When the market place is good, as it has been for several years, most of us will be successful in our dealings in real estate. But what you take home at the end of the day is what really counts, and if low-fee agents pay the same as I do for gas today, they will have to do a lot more sales to stay in business.
I know from experience that there’s always a new kid on the block to threaten our industry or what we feel is the norm in commission sales.
How can you fight the discounters? Establish your uniqueness. Show your prospects letters of reference. Be persistent in setting new standards of performance and be prepared to deliver more than you ever did.
Having been through maybe four recessions, high interest rates, lousy economies, consumer protection people assaulting us, all the various rules and regulations we are now subjected to, public access to our MLS and more to come, I can tell you that we will survive and thrive through all of this.
It’s all between your ears.
Don’t give away your hard-earned commissions just to compete. Compete as though you’re the very best. Keep raising the bar, don’t lower it. Less is always not more in the long run of things.
Stan Albert, broker/manager, ABR, ASA at Re/Max Premier in Vaughan, Ont. can be reached for consultation at stanalb@rogers.com. Stan is now celebrating 40 years as an active real estate professional.
Stan Albert, ABR, ASA is a consultant with Re/Max Premier in Vaughan, Ont. He can be reached for consultation by email. Stan is now celebrating his 45th year as an active real estate professional.
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