Why granular knowledge is the key to long-term sales success

In days gone by, members of the public turned to real estate agents for help in selling their dwellings, relying on their experience and training to generate positive results.

The reasoning behind this choice revolved around the segregation of information - their prolonged immersion in property was thought to mean that agents would be able to produce better sales results than the vendor could on their own.

Ideally the main benefits would be a quick turnaround, reliable exchange process and - naturally - a substantial price.

However, as information became more freely available the emphasis in agent value shifted from experience to service, with the point of difference moving to focus more on professional relationships.

The problem with this market phenomenon is that it is not sustainable in the long term - as more money is spent on gaining and retaining customers across the board, it leads to decreased profits in a drawn out battle of attrition.

Instead, a more sustainable approach has been shown to exist, where professionals develop a specialisation in a particular section of the property market based on location, dwelling type and price range.

Being able to demonstrate this kind of granular knowledge has a number of advantages - it produces a unique perception of expertise that is both difficult to replicate and actively improves vendor satisfaction.

This approach, combined with quality real estate training, can produce a point of difference that can be sustained for the long term.