changing the perception of estate agents

Ever heard of the MORI IPSOS Veracity Index? It is an annual poll carried out by the organisation Market and Opinion Research International, which surveys the nation’s trust in professions.

Sadly it paints a picture of an all too negative perception for the average estate agent.

· Just 30% of British adults (aged 15+ interviewed face to face during 18-27th Oct 2019) “trust estate agents to tell the truth”.

· Estate agents feature in the 5 least trusted professions, along with journalists, advertising execs, government ministers and politicians generally.

Here is why I think this is the case.

If we believe that financial remuneration drives a certain behaviour in business, then it is no wonder that estate agency in some quarters has a questionable reputation. Estate agents are not bad people. The vast majority of property industry employees want to do a good job, to help people to move home successfully and with the least fuss – and to earn a reasonable living for themselves. But the problem with the traditional estate agency model is that the way that its people are paid, is not necessarily conducive to a great experience.

What exactly do we mean by that?

Believe it or not, where a fee of say 1.5% of the property sale price is earned, an individual agent can sometimes earn just 5% of that (plus their basic salary). For example, if we take a £500,000 property where the seller pays a fee of £7,500, the agent earns £375. In addition, each transaction might take six months to complete. Motivating?

A remuneration approach such as this can potentially encourage apathy towards customers. It can also force agents to run from one transaction to another trying to spin many plates in order to try to earn a decent income. Inevitably, those plates can drop when there are too many to keep spinning at once. It is incompatible with a positive outcome for the customer and can only serve to make an already stressful process worse.

At Arthur Grace Residential, we are very much not the traditional agent, click here to find out more.

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