I had a very interesting experience this week with a referral opportunity that left me scratching my head.It has shown me once again that many real estate agents have mistakenly placed their value proposition with the data and not with their service. It’s about serving the client, not giving them data they already can access on their own.
A Facebook friend made me aware of a request from an agent who was looking to refer a potential buyer to an agent here in Utah. I immediately responded by e-mailing this agent my online resume and an extensive list of past client recommendations. The agent responded later that night:
“I have talked to several agents in the area and as I’ve told them, my biggest concern is someone who will be patient with them. I told them I would talk to a few agents to make sure I found one that is experienced, yet able to be attentive to them. They are first time home buyers and are VERY nervous about getting taken advantage of or sold into something that doesn’t fit them just for the sake of the Realtors commission. Their price range is up to $150,000 and they would like to be educated about the area so that when they find the right house they are able to move on it. If you think you have a little time for hand holding, let me know.”
I responded back immediately that “I love working with first time home buyers and would gladly help them!” The next morning I got this response from the agent:
“Thanks so much Chris. I do appreciate your responsiveness and it was a hard choice. I narrowed it down to you and another agent and let her choose this morning. She did choose the other agent, mostly because the other agent had already sent me a few listings to get an idea of values in the area.”
So the agent’s recommendation to their buyer is to go with an agent that provided a listing sheet vs. an agent who provided actual recommendations and feedback from several first time home buyers. I guess what confuses me was the first e-mail where the agent made it clear that the buyer’s wanted to be handled a certain way and yet the choice was for the data… not for the service… Sadly, many consumers are being potentially misled by agents who are perhaps not focusing on what really matters.
Which would you choose? Data or Service? This or That…