Property Knowledge Centre → Does the Agency I Choose Affect How Buyers Perceive My Listing?
Does the Agency I Choose Affect How Buyers Perceive My Listing?
Does the agency I choose affect how buyers perceive my listing? It can, but buyers ultimately respond to the property itself, how it is presented, the quality of the campaign and the way the selling process is managed.
Most serious buyers do not limit their property search to one real estate agency. They search for properties that meet their requirements across the major property portals, agency websites, social media, databases and other channels. If the right property becomes available, the agency name alone is unlikely to stop a genuine buyer from inspecting it.
Where the agency can make a difference is in how your property is taken to market. Photography, copywriting, presentation, advertising, pricing strategy, method of sale, inspection experience, communication and follow-up all contribute to the way buyers perceive an opportunity.
Buyers see large numbers of properties online and can become familiar with campaigns that look or sound very similar. A campaign that has been considered specifically for the property can help it stand apart from generic or templated marketing.
This does not mean that a larger agency is automatically better or that a boutique agency is automatically better. The quality of the people, strategy and execution matters more than the size of the brand.
The person actually responsible for your campaign is particularly important. Sellers should understand who will develop the strategy, communicate with buyers, conduct inspections, provide feedback, negotiate offers and, where applicable, conduct the auction. The agent who presents for your business is not always the person who performs all of those roles once the property is listed.
A Director-led campaign can provide greater continuity where the experienced person involved in establishing the strategy remains directly involved in the important decisions throughout the sale. What matters is accountability and knowing who is responsible for the outcome.
Buyer interaction matters too. The way enquiries are answered, inspections are conducted, questions are handled and interested parties are followed up can influence a buyer’s perception of both the property and the seriousness of the campaign.
The objective should be to give the agent the right tools and create a campaign that presents the property properly to the widest relevant pool of buyers. A seller should be cautious about assuming that a large agency automatically has access to buyers that other agencies cannot reach. Buyers generally follow properties, not agency brands.
When choosing an agency, look beyond the logo and consider the experience of the people involved, their track record, the proposed strategy, quality of presentation, communication, negotiation capability and who will actually be accountable for managing your sale.
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How buyers perceive a property is influenced by its presentation, positioning, marketing and the way the campaign is managed, not simply the size or profile of the agency representing it. To discuss a tailored, Director-led strategy for presenting your property to the market, request a professional property appraisal with Clements International.