Inspiration

Agents in Control

How to Harness Elements of Healthy Control in Estate Agency

Control is a two-edged sword. On one hand, control hints at heavy-handed sales and management techniques, suggesting an irresponsible exertion of unnecessary power. This can lead to clients and staff feeling bullied, under-valued and mutinous, if it is not tempered by appropriate people-management skills.

Conversely, control also suggests mastery of the subject, and a confidence that comes from knowledge, experience, and ability. The captain is in control of his ship. He knows where he is, where he wants to be, and how to get there, and he takes positive action to achieve the desired outcome.

In estate agency, there are many areas of potential control points, which, when harnessed effectively, can make a huge difference to the profitability of your business. In my experience, many estate agents have historically missed out on a tremendous opportunity to deliver improved results because they have either abused control in agency management, or they have not used control to their advantage in their sales techniques. In other words, they have been either control-freaks or wimps!

Certainly, the way in which agents are managed is usually a reflection of the way in which their managers were themselves managed. This is in turn reflected in the way those agents subsequently interact with clients. Unless this cycle is broken, clients can often be treated in a way which is out of kilter with the way in which people now prefer to be treated. Times change, people move on, attitudes evolve and expectations rise.

This can surely go some way to explaining why some agents just “click” with a client and walk away with the instruction, whilst others, using their well-trained, tried and tested techniques leave empty-handed.

In my view, estate agency training should turn regular sales training on its head. People no longer want to be sold to, and will instantly put up barriers when they get the slightest indication that the agent is using “patter” designed to get the agent the business, rather than providing sincere advice.

Estate agency customers buy us more than the services we offer. No matter what portals you use, what floorplans, window displays, opening hours, virtual tours, customer analysis, etc. you offer, if the vendor doesn’t feel they can trust you and would enjoy working with you, then you are unlikely to get the business.

So if the principal component of securing an instruction is generating trust, then why do so many agents use a formulaic approach which demonstrates neither integrity, sincerity, or trustworthiness? As I have often said before…“Have you earned the right to the business?”. Or do you still just tell people what you do and try to close them?

It might sound trite, but it’s all about people skills as much as selling skills. In fact the selling skill is having the people skill.

However, this by no means suggests any lack of assertion. Quite the opposite. Trust is all very well, but with trust must also come confidence in the ability to do the job. In other words, you can be the nicest estate agent in the world, but fail to cut the mustard with the client. They need to know that you are master of your subject and of your market. Their comfort level with you will rise as their respect for you increases. And I believe that you can gain considerable respect by honing and harnessing your assertion skills.

This is where we come back to control. The successfully assertive agent is one who is able to control the outcome of a client meeting. More than this, the client will be delighted and relieved that they have found an agent who not only knows what they are doing, but is also in control of the client’s situation. Surely that is why the client is prepared to pay you a much higher commission than the competitor who simply made a handful of insincere promises without gaining full ownership of the conversation.

There is a lot of comfort to be gained from employing an agent who is in control and is clearly a leader. Look at how influential leaders in other sectors present themselves. Be it a union boss, a military general, a captain of industry, a politician or an evangelist. They all speak with vision, commitment, authority and drive. They demonstrate mastery of their subject and a passion for results and/or change. If you want people to follow you, then lead!

So when you are next on an instruction, remember some key points from the examples of leaders, and use them to your advantage. For example, rather than simply looking round the property and giving a valuation (on which you will probably be judged unless you have provided other aspects on which to be assessed) why not spend more time understanding why the vendor is moving (NB. not selling but moving). Only then will you be able to demonstrate that you are on their side, understand their situation, and will be working with them to overcome their current housing problem.

Help to keep them focussed on the move. So if for example the vendor is moving to be closer to their grandchildren, make it your passion that “We simply have to get you moved by July, so that you can spend time with your grandchildren during their summer holidays”.

By asking the vendor to help you in minor areas, you put yourself in the controlling position. Any promise you make should have a corresponding requirement of the vendor. For example, “Mr Vendor, I’m going to make sure that we look after your best interests, and you can expect prompt and constructive feedback after each viewing. In return, I’m going to ask you if you will always keep your house as presentable as it is today, and I may need you to be flexible over fixtures and fittings, and completion dates. Is that OK with you?”.

If you want your clients to eat out of your hand, make sure you are holding them firmly by the collar!

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© Richard Rawlings 2010
Richard Rawlings is the founding director of Estate Agency Insight, which specialises in helping estate agencies harness opportunity through innovative method, marketing, publicity, and training. He can be contacted at or on 0845 838 1354.

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