Property professionals – how to secure an instruction to sell or let

Wed 05 Mar 2014

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Blog Author
Paul Jager
MOL Product Manager - Property & Conveyancing

For all the rewards of a career as a property agent, if you’re unprepared, it can be incredibly stressful. There’s nothing more nerve wracking than turning up to a market appraisal, hoping to secure the instruction from the seller or landlord, but not knowing the exact science of how to do so. That’s why we here at MOL have put together three simple rules to ensure you win the confidence of potential clients.

1. Show that you understand and can meet the seller or landlord’s needs

Your potential clients are actively looking to build a business relationship, so the battle is already half-won. You now need to be able to convince them that you’re able to achieve the price they want or sale/rental within the time frame they require. So that means providing them with details of comparable properties you’ve sold or let in the immediate area. Concrete evidence speaks volumes.

Make sure the details you provide are relevant and up-to-date. It’s better to show nothing at all than to present irrelevant, confusing stats, if you’re going to gain their trust. Which leads neatly onto our second rule.

2. Prove that you are honest, reliable and trustworthy

This is an industry fraught with client mistrust. That’s partly because people are nervous dealing with such large sums of money and extra-cautious about who handles their business. But also because there are so many businesses out there who don’t take the necessary steps to build client confidence.

It’s all about demonstrating that you’re worth your salt. So build a database of testimonials from former clients. Offer free and valuable information, such as a booklet offering simple tips on how to sell the property or the legal steps required to let a property. Qualify as a professional property agent. Proven and highly visible expertise is a great way to build trust.

3. Stand out from the competition

Property sales and letting is a densely populated industry and it’s incredibly difficult for potential clients to decide which agency is going to provide the most effective service. Flashy looking shop fronts, snappily dressed agents and hi-tech search and selection tools are all well and good, but they only go so far. You need to show the entire marketplace that you’re ready to go the extra mile.

That will certainly mean working longer hours. It might not be the answer you wanted to hear, but it certainly is effective – imagine the edge you’ll have over your competitors if you’re prepared to conduct a viewing when no one else will. Make sure you put sold/let boards up on as many properties as you can – show everyone just how effective you are. Ensure your team is professionally qualified – relatively few property agents are, so this will stand you head and shoulders above the ‘have-a-go’ traders.

Remember, these rules aren’t just designed to get you through property appraisals. You’ll need to live and breathe them, day in, day out. If you treat your job with this kind of care and attention, it will be incredibly rewarding. Your reputation will grow, your portfolio will expand and your sales figures will go through the roof. Start today.

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