The Truth About Real Estate Advertising - How do you choose a Realtor®?

(Without making your decision by default)

In the typical scenario, consumers choose a Realtor^® by opening the paper, seeing a house they’re interested in and calling the agent who advertised the house. And before they know it, that person has become their real estate agent – by default.

Remember, regardless of who advertised a house, all real estate agents have access to the same information. That means you can call any agent and they will be able to tell you about the house being advertised. It also means that if you choose your agent based solely on a house he or she advertised, you’re doing yourself a huge disservice. You wouldn’t select a doctor or lawyer or any other professional without getting to know who they are first, would you?

By keeping these three points in mind and meeting with several agents who meet the criteria, you will choose an agent that’s right for you and your individual needs.

1. Look for indicators of success

Today’s leading Realtors^® aren’t those running house ads or classifieds, but those who have a strong marketing presence with high-quality, personal marketing materials. According to consumer research, there are three traits you should look for in an agent: High-quality personal marketing materials, a personal brochure, and a seller’s questionnaire. High-quality marketing materials are full-color, professionally designed and printed on thick stock paper. Collect personal brochures from local agents, read them, and narrow them down to a short list of agents to meet with. Also, make sure each agent provides you with a seller’s questionnaire. While it will help them determine what you’re looking for, even more importantly, it’s an indication that they provide quality service.

2. Make a personality match

When you meet with the Realtors,^® look less for qualifications – after all, all licensed agents are able to do the same things – and focus on personality fit and your ability to relate to them as a person.

3. Make sure they understand you

An agent is only going to be as good as their understanding of your needs and desires. Make your intentions clear and specific. Then listen up to ensure they are on the same wavelength and that they are confident they will be able to cater to your specific needs.

The CA Real Estate Doctor

Erich Salas