Be an agent on a client’s shopping list

It's hard to know when you're at the market's peak… until it's over. Diego Traglia, Lead Agent from Harcourts Northwest Realty, gives us no-nonsense advice on achieving the best results no matter the market cycle.

There is no denying this is a tough market to operate in. In many ways, it reminds me of the market we experienced back in 2017 when I was fresh in the profession. It's a market where you can create a market share. It's a market that, if you survive it, you will excel once it picks up again — and it will. It always does.

Here's what I've learnt over the years to remain at the top of my game and prospect for the future.

Go for the low-hanging fruit

Expired and expiring listings — these were the most important source of listings when I entered real estate. To this day, it is still a lucrative strategy for my income.

Let's face it, it is only when the tide goes out that you can learn who has been swimming naked. Many agents don't know how to navigate this market. Therefore, they are not selling their listings because they rely only on open homes or are not getting their vendors to invest in property marketing. Service is the new marketing; salespeople need to go back to their roots to partake in more traditional methods of consultation with clients.

Get yourself in front of those vendors — most of them want to sell, they just need the right advice. I've been telling vendors to be courageous and meet the market. The biggest mistake I see vendors making is rejecting offers in the first month and then regretting they didn't accept the first offer.

Revisit previous clients

If you have the advantage of being in the profession for a while and find yourself quiet, go back to previous clients you have sold to and offer price updates on their property. Buyers backed by equity have a significant opportunity in this market — with high levels of stock offering greater choice, it is an ideal time to upsize and is something they may not have considered.

Add value to your community

My team and I always look at ways to connect with and better our community — whether cleaning up a beach or fundraising for charity. As real estate agents with in-depth local knowledge, we are in a special position to be able to build a better community. A successful salesperson not only engages with clients but places themselves as an engaged member of the local area. It's a great way to boost team morale, meet new people, and grow your influence and brand locally.

Build trust

Trust is important now more than ever in this current market. Your clients need to feel that you have their best interests at heart. Vendors need reassurance, and the best way to do this is through trust. Be honest about the market and the possible value of their property. Show them how you can help — explain your systems, processes and what you'll do behind the scenes to ensure they'll achieve the best outcome possible.

It is crucial you have a genuine understanding of the market and its current cycle. You need to know what's selling, the average amount of days properties are spending on the market, how many people are turning up at open homes, what properties are attracting the most attention and why. Be a market leader, and be sure to reflect this in your client relationships to foster trust.

Buyers need help to feel confident in making decisions — you must provide a level of service that will emotionally help through a significant purchase. In our current market, salespeople need to bend over backwards for both buyers and vendors to ensure a foundation of trust is built.

Be future-ready

As if all of this wasn't enough — you need to think about how to prospect for future business. How will the next vendor find you?

Many vendors begin their research on real estate salespeople months before calling.

Be present on social media, offer free reports, free digital appraisals, and free advice. Don't ask for business until you have earned the right to ask.

Whilst sales jargon traditionally tells us Always Be Closing (ABC), I tend to disagree. My motto is to Never Be Closing — always give until clients have no option but to come to you for advice. This way, you prove yourself as a market leader. Think of yourself as an agent your clients need on their shopping lists.

Diego Traglia, Lead Agent, Harcourts Northwest Realty