{"id":20343,"date":"2018-02-21T01:00:53","date_gmt":"2018-02-20T14:00:53","guid":{"rendered":"https:\/\/www.realestatetalk.com.au\/?p=20343"},"modified":"2018-02-21T01:00:53","modified_gmt":"2018-02-20T14:00:53","slug":"what-makes-a-top-agent-matt-mccann","status":"publish","type":"post","link":"https:\/\/channels.realty.com.au\/realtytalk\/what-makes-a-top-agent-matt-mccann\/","title":{"rendered":"What makes a top agent? \u2013 Matt McCann"},"content":{"rendered":"

It doesn\u2019t matter if you\u2019re selling the family home, your first apartment or an investment property, choosing the right real estate agent is key to getting the best result possible for your property. Initial agent selection relies on many important criteria, not the least of which is the skill and track record of the agent. Matt McCann<\/strong> will tell you what to look for.
\nTranscript:<\/strong>
\nKevin:\u00a0\u00a0<\/strong>There are a number of decisions you need to make when you\u2019re selling your property. Without a doubt, the most important one apart from how you sell it is who is going to sell it for you. It doesn\u2019t matter if you\u2019re selling the family home, your first apartment, or an investment property, choosing the right real estate agent is key to getting the best result possible for your property.
\nInitial agent selection relies on many important criteria, not the least of which is the skill and track record of the agent. There are a number of Internet sites now well established that can help with this very important decision, and there is a reason why they are growing in popularity. It\u2019s because they offer a great benefit to the consumer.
\nOne of those sites is Local Agent Finder. We have told you about them in the past, and we\u2019re going to tell you about them again. Matt McCann from Local Agent Finder joins me.
\nMatt, thank you once again for your time.
\nMatt:\u00a0\u00a0<\/strong>Nice to be here, Kevin.
\nKevin:\u00a0\u00a0<\/strong>Why do you think consumers have embraced this service so enthusiastically?
\nMatt:\u00a0\u00a0<\/strong>It\u2019s interesting. A little bit of the research that we do around consumer behavior talks to pain points in the selling process, and what we know is that 57% of homeowners believe selling the house is one of these very stressful transactions in their lives, but two-thirds of them say that actually finding the right real estate agent reduces that stress dramatically. So, clearly, there\u2019s a very important role for real estate agents to play in helping people manage them through this kind of transaction.
\nProbably the part there that\u2019s really interesting for us is that the vast majority of people aren\u2019t experienced property sellers, so there\u2019s a lot about the process that they just don\u2019t understand day-to-day, which is obviously quite different if you are an experienced person looking for the information to be able to make the decision about who the right agent is.
\nThat\u2019s one of the things that\u2019s key to our service and why it\u2019s been so popular. We bring that data that a homeowner would want to know into a single place, make it easy to consume, allow them to analyze and manipulate the data so that they get to the point where they feel comfortable that what they\u2019re doing is being empowered to pick the right agent for them.
\nKevin:\u00a0\u00a0<\/strong>Yes. Of course, the real estate agent is the first critical decision, as we\u2019ve already said. An agent can help you then decide on how you sell, when you sell, how you present your property, what buyer reaction is going to be like. So, I can understand that this is a very difficult stage for any seller, and to have someone walk them through with confidence is pretty important.
\nCan I just ask you what the process is that Local Agent Finder uses to sort agents?
\nMatt:\u00a0\u00a0<\/strong>In terms of how the service works and how you ultimately get to that recommendation set, what we do first up is a homeowner will come on and they\u2019ll go through our registration process. That takes around two minutes, and the information we\u2019re gathering there is really information about the homeowner themselves, their property, what stage of the process they\u2019re at, and ultimately what they\u2019re looking for in an agent. That varies quite a bit relative to the types of people who come to the service.
\nWhat we then do is profile both that property and that homeowner and use our proprietary algorithm to work out exactly which set of agents are the right ones to put in front of them for them to be recommended.
\nWhat the algorithm takes into account are the key quality markers. It takes into account historical listings, that an agent has sales, the types of sales they have, whether they\u2019re apartment-driven or home or townhouse, homeowner feedback. And then we marry those with local factors, so understanding the local area and having experience in an area that\u2019s relative to the property.
\nWhat we\u2019re trying to do is get the consumer \u2013 the homeowner in this case \u2013 matched up with the agents who are best equipped to give them the information they need about their property in their local area and who have a great track record of doing that for other people.
\nIt sounds time-consuming to do on your own \u2013 it is \u2013 so a key part of the service for us is actually the convenience, making it very easy to consume and understand this data. Ultimately, what we\u2019re trying to do is empower the homeowner to make the right agent selection for them.
\nTo do that, we put really important information in front of them. For us, one of the critical pieces of information is homeowner reviews. They\u2019re very important in giving people confidence about the agent and the style of agent that you\u2019re ultimately going to choose.
\nWe give them their performance data, so we give them information about sales in the previous 12 months, current listings, time on market, and valuation, so you understand exactly what\u2019s being sold by a particular agent. And really importantly, we give them pricing. This is actually commission rates and estimated marketing fees that come from these agents. They\u2019re not averages; they\u2019re actual information.
\nWhen you have all that sitting in front of you, you have a lot of information. And perhaps the newest piece of our service \u2013 which is going live at the moment \u2013 is actually video. You\u2019re going to be able to see an agent in action, undertaking an auction or talking about their experience in an area. You\u2019ll get their market performance data, you\u2019ll get reviews, and you\u2019ll get their pricing. That gives people a very strong idea about who they should really have in their loungeroom talking to them about the sale of their property.
\nKevin:\u00a0\u00a0<\/strong>Matt, quite frankly, we\u2019ve heard some horror stories \u2013 and I know you would have heard them too \u2013 from people who believed the hype of the agent and after engaging them, they felt let down because the actions don\u2019t really align with the promises.
\nHow can a seller be sure that they\u2019re not listing with a dud agent?
\nMatt:\u00a0\u00a0<\/strong>I think there are probably two or three key things you would do. One is you need to access the data about the history of an agent, first up. That\u2019s really important. Knowing you have an agent who\u2019s had a long track record in selling property in a particular area relevant to you, knowing that they\u2019ve had good feedback from prior customers, and reference checking is really important.
\nBut probably the most important thing is to not just to meet with one. You really need to meet with three agents, because you\u2019ll then get a spread of opinions about valuation \u2013 and obviously one of the key points where people trip up is they\u2019re told a valuation at the beginning of the campaign and by the time they get to the end of a campaign, they\u2019re told something different.
\nSo, it\u2019s really important to get a good mix of what agents think about the value of the property and how long they think it would take to sell. I think if you get the information and you meet with three agents, you\u2019ll get a much better chance of avoiding having a situation where you\u2019re unhappy with an agent.
\nAnd probably the final piece is as you go through that process, ask yourself what you really want from the agent. If you really want a light-touch engagement and an outcome where you\u2019ve outsourced the process to an agent, there\u2019s a particular agent for that. But if what you want is to have your hand held along the way because you\u2019re concerned or nervous about the outcome, there\u2019s a different agent for that, as well.
\nSo, it really is important to pull out the key things you\u2019re looking for in an agent, and that way, if you say those things and make sure you\u2019re very clear to an agent up front, you won\u2019t be let down when you get to the end of the process.
\nKevin:\u00a0\u00a0<\/strong>Given that someone was going to do all of that, if they still find that they\u2019ve got someone who has let them down, what do you suggest they should do if they are unhappy?
\nMatt:\u00a0\u00a0<\/strong>If you sign a typical authority, you\u2019re locked into the agent for 90 days, usually. The key thing there is on the way through that process, I\u2019d be continuously going back to the agent to say \u201cHey, these are the expectations you\u2019ve set with me; I don\u2019t feel like they\u2019re being met.\u201d But if you\u2019re at the end of that exercise, then the key part is to go back out to the market.
\nWe have a number of people through our service who come along and say \u201cHey, I didn\u2019t get the result that I wanted, but now I want to look for another set of agents.\u201d And again, we encourage them to go through that same process: meet with at least three, understand the data that sits behind those agents, make sure that you\u2019re getting good information about homeowner reviews so you understand the type of experience you\u2019re going to get. And frankly, change agents if you\u2019re that unhappy.
\nKevin:\u00a0\u00a0<\/strong>Given that you\u2019re going to be meeting with agents, sometimes the difficult thing is to know what questions to ask them or even what answers to expect. What do you think are the most important questions someone should ask an agent before they appoint them?
\nMatt:\u00a0\u00a0<\/strong>It\u2019s really important to ask the right questions, and we absolutely agree with that. One of the things we do as part of our service is we\u2019ll often have our client and consultants talk potential vendors through the questions they should ask the agents, and I\u2019ll summarize some of those here. We also provide everyone with an interview guide so that they know the topics they should cover.
\nThe first thing you really want to understand is the experience of the agent, and that means you\u2019re really getting a detailed understanding of how many properties have been sold and listed over time \u2013 and particularly in the last 12 months. We think that\u2019s a critical data point for you to start your conversation with.
\nIn sense-checking that, what we would say is to then ask the agent for examples of properties that are like yours that they have sold in that period, over the last 12 months, and get them to talk you through how they went about the campaign and the success of that, the execution of that sale.
\nWe would follow that by saying actually ask the agent if you could talk to that vendor, because we think a really important step is getting an example of how they went through and how happy they were.
\nProbably the next piece of the puzzle is their understanding of the local area, so getting an understanding of where they think the value drivers are. Is it access to transport? Is it local schools? Is it the nature of the types of properties in a particular area?
\nWhen you get that and you hear that across three agents, you\u2019ll get a really good sense of whether an agent really has a good handle on the information that relates the local factors that\u2019ll make a difference when it comes to sales day.
\nFor us, clearly, valuation is important and being set the right expectations on valuation. As we were talking about before, it\u2019s critical to make sure you talk to more than one agent so that you get a really good sense of what the valuation is.
\nWhat you might find is that there might be an agent who\u2019s over by a couple of hundred thousand dollars in one valuation and the other two aren\u2019t. It gives you sense that you then either go back to that agent and say \u201cHey, we\u2019re not sure about that,\u201d or alternatively, get a sense of how they think they can achieve a better result.
\nThe next part relates to fees and advertising, particularly vendor-paid advertising. Ultimately, you\u2019re on the hook for the dollars here, so you want to make sure that the plan they have is one that you think is the right one, and again, examples of where that sort of advertising campaign has worked before.
\nFinally, what we would say is you want a really good sense of how long an agent thinks it will take to sell a property. So, in terms of timing, you really want to understand that it\u2019s this number of days on market, we require an auction or we don\u2019t require an auction, the types of processes, steps, and milestones you have to go through to get that sale done in the timeframe you would expect.
\nWe think if you ask all those questions, you\u2019ll then get a very good sense of what you\u2019re likely to understand and receive in terms of the engagement with your selected agent.
\nKevin:\u00a0\u00a0<\/strong>So many things to cover, and that\u2019s why you have to make sure that you get the right advice up front and that you do actually get the right agent.
\nMatt, thank you for sharing that knowledge with us. Matt McCann is from Local Agent Finder. I appreciate your time, Matt. Thank you.
\nMatt:\u00a0\u00a0<\/strong>No problem, Kevin. Any time. Cheers.<\/p>\n","protected":false},"excerpt":{"rendered":"

It doesn\u2019t matter if you\u2019re selling the family home, your first apartment or an investment property, choosing the right real estate agent is key to getting the best result possible for your property. Initial agent selection relies on many important criteria, not the least of…<\/p>\n","protected":false},"author":176692471,"featured_media":20344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[33,10,11,13,22,23,25],"tags":[101],"class_list":["post-20343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies-topic","category-kevin-turner-sponsored-channels","category-kevin-update","category-latest-story","category-research-topic","category-selling-a-property-topic","category-sponsored-channels","tag-podcast"],"yoast_head":"\nWhat makes a top agent? \u2013 Matt McCann - Realty Talk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/channels.realty.com.au\/realtytalk\/what-makes-a-top-agent-matt-mccann\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What makes a top agent? \u2013 Matt McCann - Realty Talk\" \/>\n<meta property=\"og:description\" content=\"It doesn\u2019t matter if you\u2019re selling the family home, your first apartment or an investment property, choosing the right real estate agent is key to getting the best result possible for your property. 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