Why should people work with you?
Why would someone choose you over your competitors?
What can you deliver that's uniquely yours and that they value?
To answer these questions, you have to have an understanding of your prospect's values and expectations.
The top 5 attributes that affluent buyers and sellers are looking for when selecting an agent:
- Knowledge about the buying/selling process
- Market knowledge
- Ability to use the internet/email
- Ability to fully qualify prospects
- Ability to be discrete
How well do agents deliver?
Only 50% of affluent buyers and sellers reported that they were "very satisfied" with their agent's performance on their most recent transaction.
Takeaways? Expertise and market knowledge are highly valued and can be used as key differentiators. A good market report targeted to a specific market segment is likely to be one of the best ways to demonstrate this knowledge and one of the most effective marketing tools an agent can utilize.
With a satisfaction rate this low, there is clearly much room for improvement. Remember it is not just about execution, it's about understanding client values and expectations and delivering on them. There are clearly many opportunities for competent agents to capture new clients from under-performing agents.
