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Masters of the Market

by Doug Pitorak

Always the Student

The No. 1 thing top producers say helps them stay at the top of their business is continuously educating themselves about the market, and not just market conditions, such as average list and sell prices and the average time homes are on the market in the area; in addition, they should know about housing stock, building history and school information. If you ask a top producer anything about building codes, FHA loans, the new principal at the high school in the area or where to find a decent handyman, they will know the answers.

But education shouldn’t stop there; top producers are always ahead of the client when it comes to using the newest technology. They utilize iPads to their fullest, have the know-how to use QR codes and use apps daily that help them stay organized. There’s no returning to the office to print out important documents or contracts, for example – today, top producers have those documents ready to send from their phone or tablet.

In addition, taking classes, attending seminars and participating in webinars and online forums all lend to top producers’ expertise. Clients need their agent to be the expert in the whole real estate process, which means agents often need to be a trusted advisor for them, guiding them through a market they most likely know very little about.

“No matter how strong I feel in a facet of the industry, I’ll still take a class,” says Lorrie Groth, a top producer with Century 21 in Hampshire. “I can always learn something new.”

Mills takes full advantage of the continuing education offered by Koenig & Strey’s Agent Development Team, a group of agents and managers that educate Realtors on various topics, including but not limited to: CMAs; listing presentations; technology; distressed properties; and contact and transaction management. Lee attends seminars and RE/MAX International conventions, and takes continuing education classes offered by her local board.

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