The assumption that a well-known agency name guarantees a better outcome is one of the most persistent beliefs in real estate. It is also one of the least supported by evidence.Brand recognition and agent performance are separate variables. The first is a function of marketing spend. The second is a function of the individual agent and what… Read More

Most sellers measure agent performance by the things they can see - how the property is photographed, how the listing is written, how many people come through the door. Those things matter. What matters more is what happens after the door closes.The difference between a campaign managed well and one managed passively is almost entirely foun… Read More

Selling a property involves handing a significant financial outcome to someone else to manage. Most of what that person does during the campaign happens in conversations and follow-up calls the seller never participates in, at times of day the seller is not watching, in exchanges with buyers the seller will never meet. The visible part of a real es… Read More

The common assumption is that agent quality is a function of years in the industry or the brand on the business card. Neither holds up.What separates a high-performing agent from a mediocre one is not credential or company. It is the pattern of actions taken throughout a campaign - many of which sellers never directly observe.A stro… Read More

There is a version of this that plays out regularly. A vendor lists at a number that feels right to them - maybe it reflects what they paid, what they spent on renovations, what a neighbour got three years ago. The first two weeks pass with thin enquiry. Then the feedback starts coming in. Then the price drops. By that point the damage is already d… Read More