I have seen a lot of real estate agents that do not take advantage of opportunities to leverage their statistics to show the value they can provide buyers and sellers. Statistics are something that every real estate agent can use to back up their marketing and show buyers and sellers their value proposition. This is true whether you are a new agent or an experienced agent.
If your marketing tells sellers that you sell homes in less time or for more money, you better be able to prove it – and you should. You need to pull the market averages. If the average home in your market sells in 60 days on the market but you are selling homes in 30 days, have your marketing pieces point out that you sell homes in half the time as the average agent. If you sell homes for 98% of list price, but the market average is 96%, market the fact that your listings sell for 2% more – or better yet, give a specific dollar amount. If the average agent in your market sells 6 homes a year but you sell 18, why would you not market that you sell three times as many homes in a year as most agents.
If a seller is interviewing you and another real estate agent, research the statistics of the competing agent. No, this is not against the Realtor Code of Ethics. The seller deserves to know the differences, and if your results have been historically better, I believe there is a moral and ethical argument that compels you to point this out. So what should you look for when researching another agent’s statistics. I look at the following:
If you are new: yes, you should still use statistics. If you do not have any sales completed, obviously you cannot lean on your own statistics, but that does not mean you cannot use others. Research the statistics of your brokerage and use those. Or if you are an agent on a team, leverage the statistics of the team.
Although most of the situations I have discussed involve sellers, you can also use statistics when marketing to buyers or competing for their business. So what do buyers care about?