How to choose the most effective agent

Homeowners often award the mandates to market their properties far too casually, to the agent that appears the friendliest to them, or perhaps the one with the “most honest” face.
However, says Jan Davel, MD of the RealNet property group, what they must also consider is the experience and especially the proven sales ability of the agents competing for their mandate. “Of course the integrity and commitment of your agent should not be in question, but effectiveness is the key third factor.
“This is evident from the fact that despite the financial challenges of the past few years, and the negative impact these have had on the property market, there are some estate agents who have continued to achieve a steady stream of sales anyway, no matter what type of property they are marketing.”
The essential difference between these agents and others, he says, is that they really understand that their job is not just to advertise properties and attract prospective buyers, but also to convert interest into offers, and offers into sales. “And this drive is what you should be looking for as a home seller, because without it your property is, quite frankly, very likely to stay unsold, or at best achieve a price short of its market value.”
Consequently, it is most important to obtain references from previous clients of the agents you are considering – and then to contact them personally, making sure to ask whether these previous clients were satisfied not only with the service they received, but with the sale that was achieved.
In addition, says Davel, you should be looking for an agent who is very accurately and realistically tuned in to current market conditions and especially to what buyers in your area want.
“Market value is not a fixed price but rather the value that the buyer will put on the property at the moment of purchase. Nevertheless, the correct pricing of your property is paramount, since this is what creates the greatest initial interest and will lead to the quickest sale at the best possible price.”
So you should never make the mistake, he says, of simply awarding your mandate to the agent that promises you the highest selling price – “because the fact is that if your asking price is too high for current market conditions, your property will be avoided by prospective buyers and will not sell – no matter how attractive or appealing it may be.
“The most effective agents are those who will use tools such as a Comparative Market Analysis based on independent statistics to accurately ‘read’ the current market in your area and give you informed advice on setting an asking price that is likely to draw a good response and result in a successful sale.”

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