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Area knowledge the single most important factor in an estate agent's armoury of skills

Talking recently at a Western Cape one day conference for the Rawson Property Group, Wayne Albutt, the group’s Western Cape Regional Sales Manager, stressed that an analysis carried out by himself and the group’s other regional managers had shown conclusively that the top 50 agents in the Rawson Property Group – and indeed the top performers in virtually every other brand – have one thing in common:  they focus on a reasonably small geographic market in which they have become acknowledged neighbourhood experts.

Albutt said that one of the flawed beliefs commonly held by many less successful agents is that the more they extend their geographic territory, the more sales they will achieve.  All the evidence, he said, shows that this is simply not true – residential marketing and sales success is achieved through an in-depth and expert understanding of niche markets.

Albutt and his colleagues have compiled a specific training course, as part of the Rawson Achiever Programme which focusses on becoming an expert in the agent’s neighbourhood. The benefits of this are aimed primarily at the consumers, sellers, buyers, landlords and tenants, all of whom the agent serves as their clients.

Agents who become truly knowledgeable about their areas, said Albutt, will benefit from ‘a domino effect’.  One success will lead to another in much the same way that in a line of dominoes, the initial toppling of one will cause all the others in close proximity to eventually fall down.

“For most consumers, given the choice to either deal with an “expert” agent versus a competent one will always favour the expert, no matter which real estate brand is being represented”.


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