Real Estate Investor Magazine South Africa February 2014 | Page 30

STRATEGIES

BY GAYE DE VILLIERS

Picking The Best Agent For The Job
The professionals tell you how

I

n challenging economic trading conditions,
consumers tend to turn to real estate agencies
with a proven track record, extensive network
and sound ethics – and importantly, with qualified,
professional and experienced real estate agents,
according to Pam Golding Properties.

Carol Reynolds, Pam Golding Properties area
principal in Durban, Durban North and La Lucia,
says it is critical for both buyers and sellers to screen
their agents. “First and foremost, a reputable
company with a national or international footprint
adds credibility to the agent, and offers the client a
better spectrum of services and a larger database;
secondly, qualifications are key – ensure your agent is
qualified; reputation is a third factor: does your agent
have a good reputation in the market-place? At the
end of the day, trust involves two core components:
trusting that the agent is competent and trusting
that the agent has your best interests at heart. We
believe that building positive relationships is the key
to happy sales delivery: we would rather have clients
for life.”
So how do you get the most out of your estate
agent? Says Reynolds: “I think the key to a positive
sales experience is forging a relationship of trust
with your estate agent. If there is a sense of loyalty
and commitment from sellers, then agents will offer
their best service. This highlights the importance of
sole mandates - if a seller has shown a willingness to
commit to an agent, then it follows that the agent
will need to deliver a level of service that meets the
seller’s expectations. Through a sole mandate, agents
develop relationships with their sellers and offer
them their best service and commitment.

turn prioritise them as clients. Buyers should also
be cognisant that cash buyers naturally have an
advantage over buyers who still need to sell their
homes. Indeed, sellers will also add greater value
to a cash buyer or a buyer with cash and bond, than
a buyer who still needs to sell. Subject-to buyers
consequently diminish their negotiating power
because of the terms of their offers.”

“Naturally the advertising of the actual
properties in attractive and appealing formats
with good and accurate information plays a very
important role. The net must be thrown far and
wide both outside the company (in reaching
potential, targeted buyers) and within the
company (with regard to referrals from agent to
agents in other areas of operation).

Ease of communication and marketing innovation
and ability are further important factors to consider
in terms of utilising the best equipped real estate
agency and agent when selling your home.

“The coming year will reveal more about the
balance required between traditional print media
and the rapid increase in the pace and importance
of electronic media. This includes websites, both
company and aggregate sites, email communication
and social media exposure, while catering for the
needs of all sectors of the market.”

Laurie Wener, MD for Pam Golding Properties
in the Western Cape, operating in the Cape Town
are, says that marketing and selling a property – a
major asset for most people, is certainly
no hit and miss affair. “There is no
doubt that a relevant, multi-faceted
approach to marketing any
product enhances its desirability,
credibility and def ines the
tar