In our last article on the impact of the CREA/Competition Board settlement, we looked at the value that a selling agent brings to a real estate transaction.

Of course, selling agents aren’t the only ones with an opportunity to bring more value than ever to the market.

Here’s what buyers are telling us they want from an agent:

1. Listings. Give me an accurate summary of homes in my price range, and desired area.

More value: Can you make that summary better than what I can produce myself online? Remember, I have internet and a printer, too.

2. Financing. Pre-qualify me for a mortgage.

More value:secure and lock in the lowest rate for me while I’m searching so I’m guaranteed the lowest rate even if rates shift. Make me feel like rate shopping on my own would be a waste of time because you’ve got it covered.

3. Showings. Arrange them and accompany me.

More value: Point out pros and cons. Especially cons. I know every property has them, but they’re often harder for me to see than the pros are. And give me insight on resale value of each property, too. This likely won’t be my last home.

4. Neighbourhoods. Educate me as to schools, shopping, developments.

More value:Can you give me provincial ratings for every school in the communities I’m interested in so I can compare? “Good school” doesn’t help me make decisions.

5. Prepare the offer. Protect me with the right clauses.

More value: Can you arrange my home inspection? Help me understand how conditions affect the negotiation process and the price?

6. Negotiate. Keep my best interests in mind.

More value: I want you to feel like MY agent. I want a serious relationship, not a date. Make me feel like I’m your best client, and that I’m more important than the deal.

7. Closing. Stick with the transaction until closing, including financing, legal and condition removals.

More value: This can be the most stressful part for me. Reassure me that someone else has got your back so I know there’s always help at a moment’s notice.

What Buyers Really, Really Want

More than anything, buyers need a trusted advisor. Information is flowing more and more freely – what buyers need is the insight you can bring to that information through your expertise. They need to trust that you can coach them through tough patches, and that you’re operating with their best interests in mind. An agent who can fill that role is an agent who’s here to stay.

Hundreds of agents and brokers joined us on Nov 9 for a roundtable discussion of the CREA and Competition Tribunal settlement. You can request the notes and slides from the session by sending an email to [email protected]