RE/MAX SA
WHAT AGENTS DO BEHIND
THE SCENES
I
t is said that on average, for every hour
that a real estate agent spends with
the homeowner of the property they
are selling, they will spend around
nine hours out of eyesight working
on the seller’s behalf. The reason for
this is fairly simple – if they don’t sell the
property, they don’t get paid.
“The majority of real estate agents work
on a commission basis, meaning that
they will only receive payment for their
services if the property is sold. While
this is a risk, it is also highly motivating
and pushes them to go the extra mile
to ensure that the deal is closed,” says
Adrian Goslett, Regional Director and
CEO of RE/MAX of Southern Africa.
“Unlike other professionals who bill
their clients for the amount of time they
spend working for them, agents run the
risk of coming away empty-handed –
this is simply the nature of the real estate
industry.”
He notes that there is often debate
regarding agent’s commission and why
certain agents charge more, while others
charge less. “A lot has to do with the
agent’s experience and what they can
offer the seller. If an agent can achieve
the agreed upon selling price within the
stipulated time frame, should they not
be paid a fair commission?” asks Goslett.
So what do real estate agents do behind
the scenes to get the property sold?
Market the property
Added to the fact that an agent will only
be paid once the home is sold, agents
will actually put money into ensuring
their listings receive as much exposure
as possible. As part of their service to the
seller an agent will market the property
by taking out magazine and newspaper
adverts, printing flyers and brochures,
having professional photos taken of
the home and ensuring that the home
enjoys premium placement on property
search portals. Other marketing methods
include using the services of a public
relations officer to engage with targeted
media, posting listings on social media
and holding show days.
A fair amount of money and time is spent
to ensure that the home is expos