HOW SELLERS TURN LOCAL AGENTS INTO ENEMIES

by Neil Jenman

Reading time: apx 2 mins

Harry and Muriel want to sell their home. Their children have grown and flown so they want to downsize. Plus create extra cash.

Before he retired, Harry was a foreman. He supervised dozens of workers.

Harry misses his past authority. He reflects on the power he once had. Some people in Harry’s position suffer from ‘power-loss stress-syndrome’.

So, now that he and Muriel have decided to sell-up, they must find the best agent.

And so, begins the process – calling lots of agents.

There’s a part of Harry that enjoys the way agents fawn over him. It’s that power-feeling again. These agents are so nice, so eager. Some are near-begging. “Pick me as your agent,” they plead.

“THE MORE AGENTS THE BETTER”

Harry keeps calling agents. The more the better, he figures. As Muriel answers the door to yet another agent with a cheesy smile, she muses that Harry loves this power role.

There are around a hundred agents in their area. Harry seems determined to meet them all.

Yes, there’s Harry with his arms crossed, glowering at agents as if he’s got “Go ahead, impress me,” on his forehead.

What Harry doesn’t realise, however, is that the more agents he interviews and the more who get his extra-long tour of his home, the more agents who will soon become his enemies.

You see, Harry can only choose one agent. When he finally decides, he’ll have to reject far more agents than he can accept.

REJECTED AGENTS WANT REVENGE

Agents don’t like being rejected. They seldom blame themselves. They’ll blame the chosen agent who surely gave an inflated quote. In real estate, it’s known as “buying the listing”.

But the person the agents will blame most is Harry. He wasted their time. He raised their hopes. And then he dashed them.

Like scorned lovers, these agents now despise Harry. Some want revenge.

What Harry has unwittingly done is turn many local agents against him. He’s created some fierce enemies. They know that his home is not as good as Harry thinks. They know he wants too much. Oh yes, now they all think he’s greedy.

MOST BUYERS MEET MOST AGENTS

Most buyers meet many local agents. And Harry’s rejected agents will try to persuade buyers to buy their own listings – not Harry’s home.

Rejected agents will denigrate Harry’s home. It’s over-priced. It’s in the wrong area. It’s poorly maintained. It’s on a busy road. Every negative will be raised with buyers who’ve seen Harry’s home.

ADVICE FOR SELLERS

While it may be tempting – even enjoyable – to have dozens of agents grovelling to sell your home, be careful. You don’t want every agent in your local area – except your chosen agent – telling buyers not to touch your home.

Don’t let lots of agents inspect your home. If you want to interview more than two or three agents, do it by phone. Or go to their office. Or mystery-shop them. But don’t let them inspect your home before ‘sussing’ them out.

You don’t want most of the local agents telling buyers: “I’ve seen that home. I wouldn’t touch it.” Agents can’t knock your home if they haven’t seen it.

One of the most important points when selling a home is to protect its value. Don’t auction it. Don’t over-advertise it. Don’t let unqualified “lookers” see it. Don’t over-price it.

And don’t let too many agents inspect it.

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