1½ hour Parking: R9.00. 1 cup of Coffee: R282.50)
Wanting to be the best that you can be requires more than just desire. Talk-show hosts and movie stars love clichés like “Believe in yourself”, “Reach for the stars”, “If you can dream it, you can have it” and other similar drivel.
Having just travelled the length and breadth of South Africa addressing delegates from the property industry, I have been both disappointed and inspired. Disappointed by the alarming number of agents who still think they can make a quick-buck selling houses any old way. And inspired by those who are a change catalysts – who remodel the public’s negative perceptions of estate agents, one person at a time by their professional work ethic.
The fact is, if you want to be a successful in this industry you will have to acknowledge three things:
BE HONEST: Honesty with buyers and sellers is a natural outflow when you are truthful and sincere in other facets of life. Clients trust you to give them candid and insightful guidance when buying or selling property. Often, clients are pretty good at character assessment and will spot your deceit faster than you can say: “this house is a real bargain”. In terms of the Estate Agency Affairs Act you are obligated to share pertinent information. While the Voetstoots clause may protect the seller, it certainly will not protect your reputation.
HARD WORK: It is an amusing incongruity that an agent complaining of low sales will happily pay close to R300.00 for a cup of coffee. If he wants to earn R35000/month in commission, his time is worth R182/hr (24 days/month, 8 hours/ day). The cost of parking and spending 90 minutes chatting to a friend over a cuppocino will cost him R283 in work time!
The road to failure is paved with one simple adage: no time – no dime.
STAY CURRENT: Technology has transformed the face of real-estate in the past 3 years. Forward- thinking professionals are using social media, YouTube and online marketing like never before. They use property data portals like SAPTG to be true area specialists. Thumb-sucks are replaced by calculation and analysis. Buyers and sellers are also doing homework. So professionals have to constantly take their game to the next level or be left out in the cold.
Being a first-rate real estate agent is much easier said than done. The recession has seen over 65% of South Africa’s agents leave the industry in the past 2 years. Nonetheless, professionals who have an honest reputation, who are willing to put in the time and embrace technology will continue to be successful.
Dieter Deppisch
Head: Property Data Research
Knowledge Factory
