This post is not to say you shouldn’t use any of the criteria in your selection of a Taos real estate broker. What I am saying is that too many in this profession rely primarily on one or more of these things to get their business. They spend their time, energies and money on marketing that focuses on these things, to the detriment of time and resources focused on excellent client service and the job knowledge necessary to provide it.

So, when you read these, know that one or more may enter into your decision, but it should be a supportive factor. You should first have investigated the knowledge and professionalism of the individual and the brokerage. Once you’ve decided that they are one of the very best and most professional, then one or more of these factors might move you toward the Realtor of choice.

Just don’t make any combination of these your ONLY factors for decision.

Reason #1 - I’m a member of your club, social group or other civic organization. Though I may be, it indicates nothing about my expertise, knowledge or client service.

Reason #2 - I run print ads saying I’m a “Top Producer.” This frequently means that some or all of the factors listed here bring me a lot of business. It doesn’t mean I’m good at it.

Reason #3 - I was referred to you by another Realtor who is getting a referral fee. This frequently means that they only chose me because I was willing to pay them as much as 35% of my commission for your business. I will be serving you at a discount. Are you getting the same concentration of attention as my full commission customers? Referrals aren’t necessarily bad, but you just allowed someone else with an income incentive to make your representation decision.

Reason #4 - I advertise that I have more listings than almost all my competitors. This could mean that my client service systems are stressed to the breaking point with too much for me to handle with appropriate attention to each client.

Reason #5 - I’m a relative or friend who needs the business. What I need isn’t important, though I may think it’s the most important thing on earth. A relationship of any personal nature doesn’t tell you a thing about my qualifications.

Reason #6 - I advertise my listings heavily in the print media stating that it’s a large factor in getting homes sold. If you are looking for a real estate professional to list your home, you should know that less than 4% of actual home buyers last year indicated in a survey that they first saw the home they purchased in a newspaper or magazine. The primary reason brokers advertise in print is to get buyers to call them. It simply isn’t effective in selling your home.

Reason #7 - My recommended listing price for your home is the highest of many, and I tell you that it’s my marketing that will make the difference. If you are getting market analysis prices for your home from reputable brokerages, and one is outside the envelope on the high end, beware. No amount of marketing will sell an over priced home. It just will not happen. I am hoping to wait you out until you finally decide to bring it down to a number that will work.

Reason #8 - I, and my brokerage, proudly advertise that we sell more of our own listings than our competitors. This could mean that:

• We doubled our commission income on those deals.
• Neither client could be aggressively represented, as the same brokerage was working for both.
• There is double the incentive to keep the deal together, even if it isn’t best for our clients.
• We may not be showing other brokerages’ listings to clients until after our own, or not at all.

Reason #9 - You tell me that my market analysis and listing price recommendation aren’t going to net you enough money, and I agree to list at a much higher price. I either know what I’m doing, or I don’t. If I can’t stand up for my valuation, then how will I stand up for you in negotiations? If I do cave in to your pressure, the least that should happen is a written agreement for an automatic price drop on a certain date.

Reason #10 - I drive a Lexus. Prosperity isn’t necessarily related to competence. Do you want to be one of many who received less than adequate client representation, but I still received a commission?

photo credit: Neubie

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