THE REAL ESTATE BOOK
It shows you how to find the best agents.
by Neil Jenman
Reading Time: 5 mins apx
A Sydney agent who once sold my former family home has just written a book.
And I am glad he’s done so.
He did a good job selling my home and he’s done a good job writing this book.
The agent’s name is Russell Haddan. For 20 years, he has been in the Hills District of Sydney. He is the owner of David Russell Real Estate.
While I have known Russell for many years, that doesn’t stop me saying he’s one of the best agents any sellers are likely to find.
The word “best” is bandied about these days, especially in real estate – best result, best house, best price, best deal, best investment, best location – best, best, best.
So, let’s define the meaning of “best” when placed in front of “agent”.
Being “one of the best agents” means emulating Russell and what he describes in this book. It means that a best agent does the following:
He is a hard-worker who works hard on the right aspects of real estate – getting the best price for his home-sellers. He appreciates the trust placed in him when sellers sign-up with his agency. He respects that trust – he does not engage in the sneaky practices used by many of today’s agents, especially VPA, agent-speak for Vendor Pays Advertising – which is a scam that means Vendor Promotes Agent. You see, no matter what happens to the sellers’ homes, whether they get a high price, a low price or no price and decide not to sell, agents who push the VPA scam always win because they promote themselves at the expense of the sellers. VPA is a common joke amongst common dodgy agents.
But, like those rare few agents who genuinely deserve to be labelled one of the best agents, the best agent’s inherent decency and his commitment to business integrity prevents him engaging is such schemes (scams).
His negotiation skills are far above average which, of course, means sellers are much more likely to get an above average price. Buyers can’t get the best agent to betray sellers with such basic questions such as: “What will they take?” Or “What price will buy it?”
The best agents are smart, skilled, and super-loyal. They never reveal the lowest price their sellers are willing to take.
And, finally, something Russell does that truly cements his position as true “best”. He gives sellers an advantage that probably less than one agent in a hundred gives sellers. It’s an advantage that was described as a fundamental “consumer right” by President Kennedy 59 years ago. It’s a “GUARANTEE”.
Unlike what typically happens when sellers hire a real estate agent, they are not commercially gagged and hog-tied to Russell. If sellers are not happy with him and he can’t fix the cause of their unhappiness, he lets them go. They are free to find another agent.
As a seller myself, it felt so good years ago when I listed my home with Russell Haddan. He shook my hand and said, “If ever you are not happy with me or you want to fire me for any reason, there is no obligation, you are free to go.” And then he added the best part: “And with no financial obligation. You won’t owe me a cent if you leave me, and your home is not sold.” No commission fees, no marketing fees, nothing.
This is the way the best agents do business. It’s what all informed sellers want. The only problem, however, for most sellers, is they don’t have Russell Haddan or an agent with his client-friendly qualities in their area. Further most sellers don’t know how to persuade agents to look after them. So many sellers, in so many areas, are at the mercy of agents and their “My way or the highway” policy. Such arrogance is hard to comprehend. But now, other sellers are refusing to accept that they have no choice. They long to stand up to arrogant agents who have formed what can only be described in some areas as a “scam cartels”. In these areas, all the agents are denying basic consumer rights and benefits to sellers, such as a guarantee.
So many sellers don’t know how to tell agents: “If you want to sell our home, these are the conditions we insist you give us.”
Until now.
Now, with the release of Russell Haddan’s short (134 pages) book, simply called THE REAL ESTATE BOOK, sellers can say, “Mr Agent, do it this way or you don’t get to be our agent”.
As more home-sellers read Russell’s book, they will recognise the best agents in their area. Or, at least, they will know what features and qualities they want in an agent. They will know what to demand from an agent. If these reasonable demands are not met, sellers will go elsewhere. Or they will call Jenman Support and say, “Find an agent in our area who will do what Russell Haddan does for sellers in his area.” Sure thing. Just call us on 1800 1800 18.
To download a free copy of THE REAL ESTATE BOOK, please click here.
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FOOTNOTE: If you need to sell and you are having trouble finding an agent who matches the definition of a “best agent”, please call 1800 1800 18 or email us on support@jenman.com.au.
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