I did some reading over the weekend centering around what the customer wants from Real Estate Agents. The question is a moving target but I had to agree with a number of insights the author suggested.

1. Service Does Not Equate Results:

Too much service is a bad thing; it keeps us Realtors focused on the minors and not the majors. Example: I could service my Seller client to the moon and back via daily updates, feedback, feature sheets, email-blasting, open houses, agent luncheons, media advertising, virtual tours, just listed cards, home staging experts, MLS advertising, reviewing title information, wells, septics, surveys etc. etc. but if the home doesn't sell, there isn't any value in these services.

Funny thing is, this is what we focus on and bundle (sell) to the consumer. Everyone wants to know what we do to sell a home but they seldom ask "Does It Work?"

To the consumer, if the home doesn't sell we aren't "doing anything." If working with an agent didn't result in a successful sale, service was valueless.

2. Agents Give Service, Customers Want Results:

85% of consumers surveyed ranked the CMA as the most vital tool. This is where agents need to "get it right" and focus the bulk of their skill sets.

Negotiation and advocacy are also key areas that provide Value to the consumer and is the reason for top producing agents to be paid accordingly. Unfortunately in these two key areas, we are often lumped together.

Our service is always top of mind, but I think I'll stay focused on "results."