Did you know?

70% of sellers hire the first agent they interview.

That’s according to the NAR’s 2014 Profile of Home Buyers and Sellers.

In real estate marketing over the decades many changes have come – and gone. Some skyrocket then disappear. Others are permanent. Classifieds. Direct mail. TV. Internet. Email. Social media. Mobile. And many others.

Yet one rule has remained constant…year in, year out.

2 out of 3 home sellers only interview one agent to list their home. (The same is true of buyers — 67% only interviewed one agent in 2014.)

How do we know?

In 1998 our company, Gooder Group, sponsored several questions on the NAR’s survey of home buyers and sellers. Those questions became permanent features. One question particularly stood the test of time: “How many agents did you contact before selecting one to assist with your home sale?”

Here are the figures from the NAR’s research over the years: 

2014   70% of home sellers contact only one agent
2013   66%
2012   65%
2011   66%
2010   66%
2009   64%
2008   67%
2007   64%
2006   69%
2004   73%
2003   69%
2001   70%
1999   74%
1998   63%

Why is this important?

If you are that One Agent, then 2 out of 3 times you get the listing or buyer’s agreement. Slam dunk. Money in the bank.

If you are not that One Agent, then 2 out of 3 times you’re out of luck. Not considered. Nada.

Even in the digital age listings and buyers come from relationships…from the people you know and the people you stay in touch with constantly. By direct mail. By email. By social media. By phone. And, in person.

It bears repeating: Relationship marketing is the secret to building a profitable real estate practice.

In 2015. And in 1998.

Dan Richard

Emeritus at Gooder Group
Dan is the Founder of the Gooder Group and the author of a series of successful Real Estate books: https://www.amazon.com/Dan-Gooder-Richard/e/B000APPTQK/.

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