I have recently sold a property and my experience was very insightful. I had four agents, this was primarily a morbid curiosity due to my line of work than an necessity. I heard a similar sort of pitch from all, but as of today, I could only tell you the name of one and I only sold my house in September 2015. I simply wouldn’t be able to pick the others out from a line up! Why is this? Well probably three reasons, firstly all but one of the pitches were samey, no differential between any of them really,” we are proactive, we’re on Rightmove, we have sold houses in the area”…. Blah blah blah. Secondly, only one asked me about my reasons why I was moving. Thirdly only two of the agents followed up with a call to press me on my decision to market, but only one of them had a sense of urgency and a “plan” about how to achieve my goal.
Jess was confident and commanding. I believed she would know exactly how to market our house in order to get the best price. In addition to this she demonstrated the service; they said they were proactive, they called me to pitch a suitable property when it came on the market, the only evidence of any agent actually being proactive. What was Jess’s magic formula? Did she sprinkle listing dust on me, was it that she charged lower fees? No. In fact the fees with her were £900 more than the next agent. What Jess did in magical simplicity was make me believe I couldn’t do it without her. She came up with a concise, confident and clear plan which played to my needs. She charged more than the other agents, but she absolutely delivered value for money, £11,000 more than had I have sold with the lowest value agent, even though their fees were the lowest. In addition she demonstrated the service, she kept me updated, and didn’t always agree with me, but put her point across in a firm and evidenced way.
This, by the way stopped me accepting asking price on day one and led me to have a sealed bids scenario and accepting £7,500 over our asking price from First Time Buyers. So the moral of the story is this, be memorable, don’t be average. Make your customers remember you, for all the right reasons, be confident of your offering and your fee and demonstrate your service. If you get this right you will have a customer for life. Jess certainly will with me.