A winning personality and a firm handshake are not useful criteria to determine the marketing expertise of an agent. It may be in your best interest to avoid a relationship when the agent fails to carefully explore what you actually need. The agent you seek should be one whose concern generates pertinent questions about you and your objectives. That agent will provide you a number of alternatives to use in developing a successful marketing strategy. An effective marketing strategy goes beyond putting up a sign, placing ads in the newspaper, and an insertion in a Multiple Listing Service.

Selecting a real estate agent who will represent only your interest is vital when structuring a real estate transaction. Numerous details, technical hurdles, and special provisions are encountered in every transaction. To best protect you, the agent you select must be more concerned with how the transaction affects you, rather than how soon and how much he/she can get paid.

The precision and care of the concerned, professional agent may cause your transaction to start a little more slowly. But is it not better for you to have your agent make a thorough investigation of all aspects of the potential transactions and documents before acting?

You can spot the professional agent by the thoroughness of his/her approach. Often your needs may be substantially different from what you think you want. An agent who uses the counseling approach, one of listening to you, and gathering information from you, is on the right track. The counseling approach and pertinent questions will stimulate your thinking and possibly develop more desirable alternatives that might otherwise be overlooked.

Select a professional agent to represent you who is:

1. Thorough in his or her search for detailed information concerning your needs.
2. Interested in why you need to change ownership at this time.
3. Concerned about what you intend to accomplish.
4. Knowledgeable about the price and terms that can be obtained in today's market.
5. Willing to realistically interpret current market conditions even when that indicates something you may not want to hear.
6. In constant pursuit of education, continually upgrading his or her knowledge by attending appropriate seminars. (Don't be afraid to ask your agent about his/her educational program, earned credentials and experience).
7. Trained in alternative marketing strategies, understands and is capable of explaining and utilizing the concepts outlined herein to help you accomplish your objectives.

When you find these characteristics in an agent, your chances for a comfortable, successful and profitable transaction are excellent.

©1986 Who's Who in Creative Real Estate, Inc.