by Peter Mericka B.A., LL.B
Real Estate Lawyer
Qualified Practising Conveyancer Victoria
Director Lawyers Real Estate Pty Ltd
It you can’t make it, then fake it. In the real estate game this translates as a withholding of information so that the public will inevitably draw false conclusions.
Real estate agents are always keen to trumpet their triumphs. We see all kinds of statistics about clearance rates, sales before, sales after etc. etc.; none of which have any real relevance to the average of consumer. One real estate agent even uses Twitter to constantly bombard readers with updates on his weekly figures with “100% sold this week” next to a photo of himself with his mouth wide-open as though he’s called out “SOLD” to some lucky purchaser.
While they’re very quick to claim that their “negotiations skills” or “professionalism” or “marketing strategies” bring about sales (when in fact real estate sells itself) and to use statistics to prove it, what happens when the wind changes and purchasers become thin on the ground?
It’s too much to expect that the industry will confess that it’s not the real estate agent’s fault when properties don’t sell, because this would also amount to a confession that estate agents are just as irrelevant when properties do sell.
So, when the statistics that support the myth of the professional estated agent make the estate agent look unprofessional and irrelevant, what’s to be done?
Follow this link to find out: Estate Agents Covering Up Failed Campaigns