Words Over Numbers

There are many different ways of measuring performance which can vary greatly depending on the activity being evaluated. When it comes to judging the level of an agent’s performance in Real Estate, people tend to fixate on statistics, such as the volume of production or number of transactions an agent handles in the course of a year. 

The shortfall of these measures is that they focus solely on the quantity of business that was handled, but they don’t speak to the quality of service that was delivered. And while being among the higher ranks in terms of production may give some agents an edge in terms of their level of experience, what ultimately makes an agent exceptional has more to do with how they interact and communicate when you deal with them. 

By nature, qualitative comparisons are generally harder to measure than quantitative ones as they require a deeper level of analysis than simply counting numbers, and there are multiple qualities of an agent’s performance that can be used to determine their effectiveness in handling a given project. 

Taking a prompt, responsive and diligent approach to their work is good early indicator of what level of agent you are dealing with, coupled with an ability to be friendly and respectful. At their best, an agent needs to be knowledgeable and informed with a focus on developing solutions to keep things from heading towards confrontation.

These skills extend far beyond the numbers and have more to do with communication skills which includes an ability to draft effective agreements and contracts that reflect the spirit of the communications between the parties. The most effective written agreements are usually preceded by multiple calls, texts and emails back and forth as agents and their clients refine their initial objectives and ideas into versions which take into consideration feedback obtained along the way from the other side. 

Ultimately, a well-written contract relies upon not only the agent’s level of knowledge of the underlying principles of the type of real estate being handled, but also their understanding of the surrounding environment, coupled with the needs and motivations of the parties on both sides of the transaction.

I have long held that at its best, a real estate transaction is a collaborative effort between the parties and their agents, with both sides working towards the common goal of the mutual benefit that is achieved when escrow is able to close. And to get there, I have found through the years that it is as much—if not more—about the words that are used as it is about the numbers.