If you’re a seller, chances are you are confronted with many different agency types to manage your property sale. But what is driving this choice? The highly advertised franchised “brands”? The state-wide or nation-wide “network” they supposedly are tapping into?
One of the biggest issues I’ve come across is that the larger local agencies are little more than an independent agency trading under the banner of a larger franchise that will happily jostle with other franchisees under similar banners for local business.
The big agencies are quick to advertise they offer more than what a boutique agency can. “National network, local knowledge” or “tap into our network of buyers” is often used in the sales pitch. The reality is that the majority of the real estate marketing is now beholden to the two large digital advertising sites RealEstate.com.au and Domain.com.au. Both these sites are in the Top 50 Australian websites by traffic*. Many of the traffic rankings for the big franchises are well outside the top 1000 websites.
The last time you searched to buy or rent property, you more than likely did it through RealEstate.com.au or Domain.com.au where you would have seen listings from the big agencies and smaller boutique agencies.
Most big agency franchises have a cookie cutter approach to property buyers, renters and sellers. Boutique agencies are more dynamic, adaptable and tailor solutions to meet individual customer needs. It’s also clear that boutique agencies are building their reputation on results together with outstanding customer service from pre to post sale engagement and not merely relying on a franchise banner to deliver a result.
The days of the well-known branded franchise are numbered. With the rise of RealEstate.com.au and Domain.com.au, all property agents are on a level marketing playing field when sourcing buyers. Today all agencies use the same style photography, printers, floorplan creators, media and databases to create marketing plans and collateral –
What factors will you be considering when selecting your next agent?
Riverview Realty is a boutique agency focused on achieving the maximum price, with a client engagement that is above the industry standard. We call it the “Ultimate Experience” which forms part of our unique selling proposition.
Ph. 02 9420 0083, 59 Tambourine Bay Road, Riverview.
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*www.alexa.com.au reveals the amount of traffic a particular website receives.