Why estate agents are best at showing homes
While a man’s home is his castle, he's not always the best one to show it off. The real kings, when it comes to showing homes and marketing them in general, have always been estate agents.
A man’s home is his castle. He’s therefore very proud of it. But being the king of one’s personal fiefdom doesn’t necessarily make you the best person to sell it. The real kings, when it comes to showing homes and marketing them in general, have always been estate agents. And that’s what we’re going to reiterate today…
Some estate agents, including online agents that avoid heavy lifting, tell vendors that they’re the best person to show potential buyers around. It’s a familiar line: “you know your home better than anyone else, so you’re the best person to sell it”. In some ways this is a compelling argument. Who could possibly know a property better than the person who’s been living in it for years?
Whereas agents have multiple properties on their books at the same time, which means it’s difficult to keep on top of all the little details, vendors are an encyclopaedia of knowledge about their own homes. They know what the best aspects of their property are and can answer questions about the property’s quirks - where’s that elusive stopcock hiding? - better than anyone else.
Vendors can also answer questions about fixtures and fittings (in other words, what’s included in the sale) right away. Plus they’ll know more about the property’s history, which parts have been extended, and what the neighbours are like. Vendors can also show potential buyers how much care, attention, and love they’ve put into their homes. Buying property is an emotional game, after all.
There are other advantages of vendors showing homes, too. For example, whisper it quietly but some buyers don’t particularly like estate agents. This is unfair, as the vast majority of agents are trustworthy and do a fantastic job, but not everyone likes being ‘sold to’. Furthermore, establishing a relationship between vendor and buyer from the get-go makes it less likely that a deal will ultimately fall through.
It’s also worth noting that some vendors like meeting potential buyers to understand exactly who they’re selling to. Not all sellers are motivated by money. They might want their property to go to similar-minded people or those embarking on a similar life journey. Showing homes personally enables them to size-up interested parties.
Showing homes - the case for estate agents
Let’s get straight to the point. Vendors just might be an encyclopaedia of knowledge when it comes to their own homes, but they rarely know much about selling. And, spoiler alert, that’s the objective here: to actually sell a home.
Estate agents are unquestionably in the best position to do this. Whereas vendors only know about their own home, and can lack perspective, agents have a good handle on surrounding properties within a particular price bracket and can explain why the home in question is unique or special. They can also accentuate positive points that a buyer might not recognise immediately. Basically, estate agents are experts in their field and also practiced salesmen who say the right things at the right time.
Estate agents are also better at reading body language and making potential buyers feel comfortable. They’ll engage the buyer when necessary and recognise when viewers would prefer to be left alone (to view unaccompanied). Agents are also the best people at showing homes because they disclose exactly the right amount of info. Vendors, on the other hand, can often waffle, come across as too desperate to secure a sale, and might unintentionally give away sensitive information like needing to find a buyer quickly. This can weaken their hand in negotiations later on. Oops.
Finally, although some buyers can be wary of ‘salesmen’, they can feel equally uncomfortable in the presence of a property’s owner. After all, it’s awkward to say what they really think and ask difficult questions. This is problematic because honest feedback is a vital part of selling a home. Whereas a vendor is likely to take criticism personally and become defensive, a professional agent can ease doubts, act as an intermediary, and suggest solutions. Agents can also pick up buying signals and get a good read on potential buyers when showing homes. Cunning.
Getting the show on the road
Whilst potential buyers fall in love with properties rather than the person showing the home, it’s vital that viewings go well. First impressions count. So vendors need to give themselves the best possible chance of wooing house hunters right away. And, whether they like it or not, this should involve them taking a backseat so that their home can take centre-stage without distractions. After all, you never know when a vendor might derail a viewing by showing off their prized collection of beanie babies.
Vendors stepping aside also allows interested parties to talk openly with the person who knows the local market best, knows how to sell, and knows how to make everyone comfortable. And that person is their estate agent. Why even take the chance of a vendor sabotaging a promising situation by garbling or revealing too much?
The bottom line is that viewings are just too important to take risks. Therefore, although it’s true that buyers meeting sellers in person can be beneficial, and there’s definitely a case for introducing the respective parties on second viewings, showing homes is best left to the experts.
So the next time a vendor politely suggests that he or she is the best person to show viewers around, even more politely show them why this isn’t the case.