I’m going to share a secret with you. It’s a truth that everyone who works, or has worked in the real estate industry knows – without doubt.
Yet it’s never talked about publicly. It is never disclosed to you, the every day person going about your lives buying and selling property.
Once you know it, the way you see and deal with the real estate industry, will be forever improved.
Before we get to that, I’d like you to understand that without knowing it, you (the seller) hold the ultimate power in real estate.
Unfortunately, most of you don’t have a clue how this industry really works. The world has changed, but you believe certain things about this industry that are simply no longer true or were never true in the first place. These false beliefs then block you from having the real estate industry you deserve. You simply don’t know there is a better way and therefore do not expect it from us.
So I share this to open your eyes. To give you insights that will help you in your future real estate dealings (regardless of which agent you choose to work with). To hopefully empower you.
So here’s the secret …
Most of you (from outside the industry) think that Real estate agents are focussed on ‘selling’ property. On finding and persuading people to ‘Buy’ property. You think that agents spend the majority of their time looking for and working with ‘Buyers’.
You think that the ‘Sale’ in real estate is all about ‘talking buyers into buying’.
It’s a logical thing to believe. After all, agents are paid by sellers to so called “sell” their property. That’s what you think the agent is being ‘Paid’ to do.
So its perfectly natural for you to expect most of an agents skills training, time, effort and resources would be focussed on the task of ‘Selling’ your property to a buyer. It’s not.
The main focus of the real estate industry is on getting your listing.
Most of an agents ‘sales’ training, time and effort is focussed on finding potential sellers and persuading them to put their property on the market. Once on the market, the focus shifts to persuading the seller to either price realistically or accept what is being offered – so the salesperson can get a commission.
Just pick up any typical industry training manual. Go online and start looking at the sales videos and seminar topics from the industry coaches. Look at all the ego based profile advertising. Ask anyone who’s worked in the industry. Be a fly on the wall in the majority of real estate offices anywhere in the world, and you will see this is a fact.
With the way the traditional commission-only real estate industry works…
The ‘Sales Job’ in real estate
is not convincing a buyer to buy.
It’s convincing YOU to sell.
Therefore, when you think about it, as a seller …
you are effectively paying real estate agents to convince you to sell.
Now when you combine this knowledge with “Do real estate agents really sell houses?” – then you can really start to question…
How can a good agent really ‘add value’ in the process of selling your property?
What do you really want from your agent?
What would you rather pay your agent to do?
Why does the industry work like this?
Is there a better way?
At Restate, we have faced this truth and asked ourselves those tough questions. We believe there is a way, that’s better for you and us. A way that will elevate our industry to being a true profession. One that is respected, valued and trusted by you, the community we serve.
However, it meant we had to totally re think how the real estate industry works. We had to question our core beliefs. We had to dig deep and identify the root causes that have lead our industry to where it is today.
The answer was simple, but required a fundamental shift in our thinking. It required us to go against the very foundation of our traditional industry.
In a nutshell, the real estate industry has been built entirely upon a ‘Sales’ culture. ‘Sales’ is about self interest.
We have rebuilt our business based upon a “consultative” culture. And that changes everything.
But, it was scary. It meant we had to go against the grain. We had to risk total failure and ridicule by being different. We had to walk away from our old industry ways and rebuild from the ground up. We had to put our convictions on the line.
Now, thanks to the support of our pioneering clients, our new model is not only thriving but also proving to be better for you and us.