Why are most agents reluctant to explain representation to customers when they first meet? I’m not suggesting that you launch into “agency” while you are shaking hands, but too many agents wait until just before writing an offer to ask their customers to sign and date the Working with Real Estate Agents brochure and an Exclusive Buyer Agency Agreement.
My guess is that agents avoid “the talk” because they are afraid they will scare away the buyers and lose business. Unfortunately, almost all agency disputes occur between the handshake and writing the offer.
Let’s face it, when buyers are left to imagine how our industry works they assume that money can be saved by going straight to the seller or listing agent. If they do it once, that pattern will continue until some agent finally explains how our business really works.
The reason for having a “Working with Real Estate Agents” brochure is to protect consumers by letting them know who represents whom, how agents get paid, and what responsibilities agents should perform for their buyers or sellers.
Customers don’t have to understand every facet of agency to get started, just the basics. For example, “All listing agents work for their sellers.” Next, “All agents work for sellers until the buyer finally decides to contract with an agent for his or her own representation.”
Surprisingly, most buyers do not know how agents are paid, so during the first conversation it is a good idea to let them know that “the commission for properties listed in the MLS is paid by the seller to the listing firm and the listing firm in turn agrees to share part of that commission with the firm that brings the buyer.” Each firm then pays their respective agents out of its share.”
With just this small amount of information, buyers know that no one is working for them until they have an agreement, and that buyers do not usually have to pay a commission to have representation. Now it is a matter of them getting to know some agent well enough to establish rapport, confidence and trust to sign a written agreement.
Once the basic idea of agency has been presented and the WWREA brochure has been given to the customers to take home, they will be ready for a more in-depth explanation that will include dual agency, designated agency and other topics such as going without you to open houses and new neighborhood developments.
At our office, we expect agents to present the Working With Real Estate Agents brochure at the first substantive meeting and to have buyers sign an Exclusive Buyer Agency Agreement before going out for a second time to look at properties. This allows the agent and customer time to decide if they really want to work with each other. If your company policy allows an oral agreement prior to a written one, you should understand that an oral agreement obligates you to the buyer, but not necessarily the other way around.
Your value comes from you knowledge of the inventory, neighborhoods, market pricing, and your skill in weighing market value, negotiating a contract, recognizing quality construction, and sharing your contacts for services. You are giving away a ½ day of your time, valuable advice, and the wear and tear on your car to see if you and the buyer will make a good team. If after a day together the buyers are unable to decide whether you bring enough to the table to warrant the agreement, decide whether to continue or opt for a limited agreement.
If the buyer has reservations, consider narrowing the scope of the service by curtailing the geographic area (county, neighborhood, specific properties); the duration of the agreement (day, week, a month); or simply provide a written easy exit clause.
Many agents assume that buyer representation guarantees that you will be paid by the listing company, but the listing company shares its commission based upon procuring cause. A buyer agency agreement does not cover you for buyer activities before a written agreement is in place. So when agency is delayed, the opportunity for procuring cause to rule in favor of another agent is much higher.
Whenever you interview a prospective buyer who has been looking, be sure to ask these two important questions:
- Have you signed a buyer agency agreement with another agent?
- Have you seen any properties with another agent in past month?
Written by Bob Jamieson
Managing Broker with Peak Swirles & Cavallito Properties
“We want to be your next choice”