Ask just about anyone what a real estate agent sells and the overwhelming response would be something along the line of “houses.”
And while that may be true in a small fraction of the cases, most of the time the real estate agent is selling something else entirely.
Real estate agents and brokers do not sell houses or shopping centers or tracts of land.
We sell our services.
Whether we are working for a buyer or a seller we are compensated for the service that we provide as a third party participant in the transaction. The owner of the property sells it. The buyer purchases it. The agents assist the parties along the way to a successful close.
So in fact, we do NOT sell houses.
We sell ourselves!
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We sell ourselves. We sell life styles. It's so much more than just homes.
You are correct sir!
We sell ourselves, our plan, our outlook and than we are facilitators.
What a simple concept that is lost on SO MANY... including ourselves! Thanks for the reminder, Richard.
Hi Richard. So true and unfortunately, the distinction you make is not well understood by the public. I've always resisted the idea that I sell houses. I facilitate the sale of houses, but I don't try to convince my clients to buy this one rather than that one, the way a Ford salesman touts Fords over Chevvys.
I couldn't agree more Richard. A house sells itself, we just take the transaction to closing. Very well said.
Richard ~ Spelled out in Black & White! ... As a Realtor®, I like to think of myself as the Guide on an Adventure. Coming across many things that are familiar and once in a while, something that pouces out of a tree, unexpectedly. I think most Agents understand that no two deals are identical. How each of us respond to the adversities, shows the Value of being that Guide.
I know agents who would argue with this assessment. I don't know how though. I agree wholeheartedly. The services I provide may facilitate the sale and that's what I'm selling to every single buyer and seller I come in contact with.
I'm glad to see I'm not the only person who doesn't answer this question with "I sell houes". Cause that is NOT what I sell.
Yes, you are right, many members of the public will be surprised by your answer …...
Richard, (great name by the way), When I started myreal estate business, I promised myself to never try to sell anything. Sounds like the key to failure at first glance, but my idea is to be a resource to buyers and sellers to assist them in making sound decisions. The area that I focus on is primarily rural and many people are moving out of town and do not understand wells, septic, livestock, etc. I try to give them good information so that they understand the good and the pitfalls. So I agree, we do not sell houses, we need to provide valuable service and information.
And we sell our marketing skills. Prospective sellers judge our ability to sell houses by how we sell ourselves. If an agent doesn't know how to make themselves stand apart from the crowd, how can they expect to make a house stand out from all the rest?
Great post!
Agreed. I had an early mentor tell me that I was selling real estate services (rentals, buy, sell, upgrades, etc) and that focusing on those services would get me more business.
Richard, i wish more would remember this in our profession...it goes a long way for future business..
Richard, that is why it is good to promote your picture with your properties. The public will associate you with the business and the sales you are making.
Richard, interesting perspective and whether we are aware of it or not, there's more to selling real estate than houses. It's all the other services that are necessary for the sale.
You got it right. When you try to sell them a house that's when it falls apart.
Walking talking living billboards are we Real Estate agents...Yes, people buy from people first Rich
Richard..I agree wholeheartedly. The next step to make your business grow is you need to add value. Whether this is via information, knowledge, negotiating skills or perhaps just adding fun to the process, we need to add value for our clients to justify our worth for them. If we are just a facilitator, we're getting paid too much.
Richard - I went to the top to hit suggest and you're already there! I guess I'll have to start getting to my desk earlier for those suggest clicks :) Congrats!
Richard ~ Plain & simple, I sell my services, my experience, excellent post! Thanks for helping me find the words I've been searching for.
Margie...
It surely is! THX.
Pete...
We WORK hard for our clients. Thanks so much.
Brenda...
We are probably the most likely to forget! Thanks.
Dianne...
The seller sells, the buyer buys, we do indeed facilitate. THX.
TCT...
That is our role! Thanks.
I definitely agree with you, our ability to achieve a sale for our sellers or buyer's has a direct correlation to the service and experience we provide.
Hi Richard,
i agree with you 100%. If we were just selling houses, we would be out of business in a year!
I like that thought we sell services Richard. And the buyer buys lifestyle!!!
Great post. The seller is selling the home. It is up to them to listen to the advise of the agent. We are selling our time, knowledge, training and experience. We do this all the time, they may only do it a few times in their life.
Hi Richard...Congratulations on your feature...Homes Sell themselves, we do introduce them to the Buyers and point out the features and benefits, so we could be called Match Makers.
Cheers
We sell a service, not a product. Which is why we have to market out services at least as much as we market our products.
Richard - you are right on!!! We sell our service, dedication and knowledge.
Absolutley we sell or services. expertise, solution finding and caringiness.
Hey Richard,
Congrats on the Feature! Yes we sell our services - helping buyers and sellers in the exchange of real estate. Best of success to you this year!
Love it Richard! Congrats on the feature and for reminding me that we sell ourselves and that is why we should always strive to be the best that we can be. Great reminder!
I was just having this discussion with a few people this week that what we do is sell our reputation and skills, AND the people we refer. Which all goes back to our reputation...
Most Realtors Sell Nothing...antiquated technology and sub-par sales systems equal zero sales.
Very thought-provoking. Today is my 'marketing' day when I work on all of my advertising (blogs, etc) for the following week. I guess this is the day that I work on selling myself.
Richard - Our services popped into my mind immediately, but you're right most people will say houses.
Richard, I have been saying that for years. The only exception is if we are selling our own home and that is usually a no-no. We are keepers of the knowledge and we share that in exchange for the commissions we earn.
Very well put, I absolutely agree.
I agree and I also hope that I am selling a new start on life for many.
Those services go way beyond finding the right property for a buyer or marketing for a seller.
Absolutely, it's professional guidance, assistance and advice, provided in an arms-length environment with the client's best interests at the heart of the matter.
I totally agree we sell our services. Service is good this month!
That is what I have been saying all along! Houses are not ours to sell.
Richard, this is so true, and those that don't think so are often the ones that are vocal about the difficulties of selling themselves.
Richard: Point well taken. We sell our knowledge, experience and skills. We are not like a car salesmen with a show room and samples. Pick the model and color you like and I'll gas it up for you.
That's why my tag line is I help you find home...HELP by facilitating, educating and navigating home buyers or sellers through the home buying process. Great post Richard :)!
Richard ~ YOU have hit the nail on the head. I have been saying this for years... I think too many agents DO sell houses and NOT services.. this has pushed out commisions downward as well as our reputations as professionals.
Hi Richard. I wasn't surprised by the answer, it would have been mine as well. All we have is our service.
Selling houses would be boring. Bringing buyers and sellers together is where the fun is!
This is so true Richard.
Richard: We might specialize in homes, commercial, condos or whatever with our services. As such "I am a real estate broker specializing in ..."
Richard - This is so true and something that we would all be well advised to remember.
Hey Richard-that is right-we are in the business of providing a service to the public.
Richard: So true! It is eye opening for some people to see that they are in the business of selling themselves. Now, it was fun to learn that politicians first imperative is not the good of the state or country but to be re-elected. Guess that explains a lot.
Yes, Richard, we sell our services and often sell ourselves to be able to assist in real estate transactions.
Richard, My broker has been preaching that one to everyone in my office for years! You say it in such a simple and logical way though! Great message.
Richard, you hit the nail on the head with this one. Anyone can sell a house, but its the agent who provides the service to get it to the settlement table in a smooth and timely fashion.
Richard - We sell ourselves, which includes our real estate knowledge & experience.
It is certainly more than the home itself....it is a lifestyle! Great post...
To true we sell ourselves as well as services. We all have the same tools for the most part the only difference is ourselves.
Hi Richard, .... well put and so very true. I will have to re member that since that is not what I have been saying. It sounds a little awkward at first.
Very well put and the additions by many sum up what we do so well. Often we are not selling but we are helping our clients achieve their dreams.
Absolutely!! And it's not just opening homes, I have a post in mind also...I think you prompted me to write it.
I consider myself more a facilitator, than a sales person.
Well spoken, Richard. I wonder how the Drama Queen Agents succeed ... their Service is so lousy compared to Professional Agents.
Richard I completely agree with you, and I'm so glad I did not miss this post!
Hear, Hear! We are facilitators. Our jobs are to help people complete the buying and selling of homes. That has never ben as obvious as it is now with the rampant use of the internet to convey information to all buyers.
Great post Richard... We offer a services unlike any other profession. We as real estate professionals wear many different hats throughout each transaction.
I agree, KISS.
When I was in real estate I always said I had never sold a house, I had just helped a lot of people buy them.
We sell our brains. our knowledge, our experience, our guidance. Not houses.
Well put, Richard! It's not my house to sell, and it's not my money that buys it. It is, however, my expertise that facilitates the process.
Well said Richard!
Great post and so true. Thanks for the presentation. We need to remember that when we present ourselves to people
Hi Richard, I so agree! And when I get a seller, especialy an expired seller who tells me the problem with the market is "We" do not know how to sell I want to go off, but instead I go through the scripts. lol
Yep, yep, we sell ourselves is true. It's also the reason when an agent doesn't get the listing after a presentation, they are so bummed out. Because we failed to show the client what we can really do for them.
I fully agree. We sell our selves. I think this is one reason that my business is starting to succeed. I have been in the business for just over a year and I am gaining confidence as I secure more clients and close more homes. This confidence can be seen by prospective clients and it builds on itself. Then my customer service is second to none and my clients always see this being projected. This helps me to get others to notice what that I provide as well as gaining referrals.
Dear Richard,
Sometimes, it feels like being a life coach, no?
BTW, your spring is further along than ours. Just finishing the blooms of the pears and have tulips coming in here.
granted selling your services to put together deals and play tour guide is important, but it doesnt hurt to sharpen your sales skills in actually selling houses as well
Amen! I always tell people the home itself along with proper pricing will determine if the home sells or not. I am simply an advocate and a voice for their home.
Saved this one specifically to comment. Very well written, of course, and spot on. Thanks for putting this in print!
Short and to the point. Great Blog. Good Luck in 2k12!!
I only skimmed through your comments, but I 100% agree with you. In fact, I like the term Broker far better than Salesperson too, even though there is a distinction there. I never have really considered myself to be "in sales" but definitely if I am selling something it is myself and my services for sure. -Kasey