ResalesInterviewing Selling Agents Over the Internet
Interviewing a listing agent (seller"s agent) over the
Internet offers several advantages for you as a seller. You can do a little
pre-qualifying before you meet the agent in person and you can see how your
agent will use the Internet to communicate with you and to market your home.
With more buyers turning to the Internet to view homes, shop for loans, and
learn about the home buying process, the agent whom you choose to market your
home can"t afford not to be in command of this powerful tool called the In
ternet.
Although many agents will tell you that they can market your home
effectively, you need an agent who can meet several criteria including:
Being familiar with or specializing in your neighborhood
Having an office nearby
Being current and a regular user of the Internet, e-mail, and Internet
marketing techniques
Having a list of clients who can give you their recommendations
There are several techniques to help you determine which agents you want to
interview.
Ask around the neighborhood, and of your friends and family, if they have
ever used an agent and if they are happy with the ones they chose. Make it
clear that you want a specialist in your neighborhood. That way you will get
someone who has an established reputation among the neighborhood, and among
other agents. Agents make their specialties known to other agents and to the
public through advertising and reputation.
Look in the newspaper and see if you can spot an ad that appeals to you.
Most agents will announce a neighborhood specialty in their ads, so you can
quickly weed out the ones who are not in your area. See what the ad says and
look at the listings that accompany the agent"s photo. Are a few in the range
you think your home would sell? Does the agent emphasize a Web site, e-mail
address and/or Internet marketing techniques such as "See more homes at
www.theagent.com?" One clue you can follow is to look for is an agent whose
name, city or community is part of the domain name. This agent has paid extra
for a personal domain name, and is probably putting some effort toward Internet
marketing. This is important because this agent will also be attracting buyers.
Observe the for sale signs in your neighborhood. Is there one agent who
seems to command the lion"s share of the listings? Chances are that agent
"farms" the neighborhood and has made your area a personal specialty.
Although any agent would be glad to take your listing, the simple logistics
of stopping by your home to drop off papers, interviewing with you, showing
the home to buyers - especially on short notice all make more sense if the
agent works or lives near your home. Consider a close-by agent a necessity.
The agent who farms your area and lives or works close by is definitely one you
want to interview.
Write down the names, phone numbers and Web addresses of the agents in whom
you are most interested. Visit their Web sites. Are their listings on their
sites? Do you like the way the listings are presented?
Do not waste your time with any agent who requests that you fill out fields
of information before allowing you to view homes or to gain access to other
information. This agent is out of touch with how things are being done.
Ditto anyone who is still using a "hit counter."
Look at the services offered. What services seem to go the extra mile? Some
agents create a special Web page for their clients through a service called
Realty Connection, www.realtyconnection, so they can put information, new
listings of interest and other private information just for them. Needless to
say these agents have plenty of buyers and sellers.
Another agent in Scottsdale, Arizona has an award-winning Web page with
useful information about relocating to the Scottsdale area. She updates her Web
site daily with news, fun facts and the latest tips on buying and selling.
Think of a few questions you would like to ask and e-mail each agent. You
can start with "I live in X area. Is now a good time to sell?" "Do you know
what the economic outlook is for my area?" "How quickly are homes selling in
this area?" or "I"m looking for a listing agent in the X area. Why would you
be the best one for me?" Which agent responds the most quickly? Which one
answers your questions in the most honest manner?
When the agent communicates with you, don"t blame her/him for asking a few
questions, too. After all, an agent only has time and expertise to sell.
They need to know quickly if they are wasting their time. Their questions
will be of a qualifying nature to determine your readiness to sell. "Are you
thinking of selling? When? Have you interviewed other agents? Have you
looked at other homes? Have you contracted to buy another home? What are
your goals?"
Be honest about what you are looking for and where you are in the selling
process. If you have looked at homes, say so. Tell the agent where. See what
s/he does. Does s/he respond with listing URLs you may not have seen? With
news of interest from the area you want to live in?
When you have communicated several times, pick the agents with whom you feel
you have the most rapport. Ask for a phone interview, and then you can meet
them in person to provide a listing presentation for your home.
When the agents arrive (separately, of course) be ready with a few basic
questions.
How will you arrive at a selling price for my home?
How do you plan to market my home?
How will we communicate?
How frequently will I hear from you?
May I see your references?
Give extra points to the agent who arrives at your listing presentation with
a CMA already completed. Give big bonus points to agents who have already
scoped out your competition (other homes) in person. These agents are
prepared to answer objections and are more likely to arrive at an asking
price for your home that will sell the home and help you meet your goals.
Don"t expect an instant evaluation of what your home will sell for. Give the
agent a chance to look around the home. Some agents may ask you to fill out
your disclosure form to help them price the home, especially if the home is
over ten years old.
The agent will ask you to sign a listing agreement. The length of the
listing agreement should reflect the time it takes to sell a home in your
area. Three to six months is not unusual. In slow markets, listing
agreements are six months to a year.
Any reputable agent will allow you out of the contract if you are truly
unhappy with his/her service or if your plans should change.
An agent who combines Web marketing with local expertise in a smart manner
is the right agent for you.