Training & Business Development: Are Sellers Getting What They Want?

RISMEDIA, May 9, 2007-The real estate industry has traditionally held that the fiduciary/client relationship was between the real estate associate and the seller. And the phrase “list to live” has been taught from the beginning times of the industry. This traditional relationship stems as far back as the mid 1800s. In the progression of the real estate industry, a group of real estate associates in 1908 formed an association; the National Association of Realtors. Here, too, in the Realtor’s Code of Ethics, the fiduciary duties that a Realtor owed to the public were specifically addressed toward the seller client.

Realtors worked in an environment of Caveat Emptor – Buyer Beware – What you see is what you get and what you don’t see is what you get. It wasn’t until the early 1990s that residential real estate associates recognized the component of maximizing the buyer in the real estate transaction. Regardless of the opportunities that exist with buyer representation, the truth still stands that, “The real estate associate who controls the listings, controls the market.”

The real estate transaction has graduated to a complex process and continues to evolve daily. With the continual drive to acquire sellers as clients, the competition has become creative and fierce. The industry has developed a myriad of options, services and business models including full service, fee for service, concierge service, and one-stop shopping to mention only a few. Incentives to list with companies include anything from offering variable commissions for in-house sales to providing access to various home services at discounts.

Marketing a seller’s property effectively provides a tremendous opportunity to provide real value. In fact, associates should refer to this entire process as “marketing” rather than “listing” the property, which implies a very limited scope of service. If properly educated about the property exposure, market knowledge, the neighborhood and process management skills brought by the associate, sellers will opt for the complete-service model to support this critical financial transaction. They are buying the multi-dimensional real estate community, resources, knowledge and expertise that the associate and his or her company can bring to bear to guide the seller through the entire transaction. Associates who are passionate and confident about this value they provide can enjoy tremendous success and gratification when working with sellers.

The Accredited Seller Representative (ASR) program was designed to provide agents with a step-by-step process for professionally acquiring and servicing the seller. The 2-day course is divided into four modules:

* The Old Versus The New
* Characteristics of the Market Area Specialist
* In Pursuit of the Saleable Listing, and
* The Process For Turning “For Sale Into Sold.”

The entire course is focused around providing today’s seller with true “value added service.”

The program is available through the RealtyU Network of Schools and Realtor Associations across the country (over 200 locations).

For more information, visit www.SellerAgency.com.

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