Ross Wilson

Ross Wilson

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Digital messages are notoriously misinterpreted because of the intrinsically cold anonymity. Because there’s no voice inflection or casual remarks, no smiles thrown into the mix, choose your words and phrases carefully.

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Home hunters contact you for one chief reason – curiosity. Once satisfied, they no longer need you. You have a tiny window of opportunity to connect in a meaningful way before the phone call ends.

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Since buyers aren’t normally duped, if the property isn’t properly prepared and/or priced correctly, no amount of advertising will move it.

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In this final column in the series on the controversial subject of real estate fees, allow me to continue addressing dual agency, but from...

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Allow me to address what is referred to as double-ending, or representing both seller and buyer in a sales transaction. It’s certainly fraught with risk, but is it too risky to participate in this practice?

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Let’s look at this controversial topic from a buyer agent’s perspective. When do you ask your buyers to sign a Buyer Representation Agreement (BRA)? When you meet for the first time?

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You should charge whatever fee you feel you’re worth. If you’re a highly experienced and competent senior agent, your full fee is certainly well warranted.

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To maintain industry viability, we may need a complete overhaul from the top down. All sorts of options may be available to handle this scenario in a mutually satisfactory manner. Here are a few to consider.

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In this third column in my series on the controversial topic of real estate fees, let’s talk about something that I suspect most agents fail to seriously consider when plying their trade – risk.

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A prospective seller asks you to lower your usual professional fee. How do you handle this increasingly common tactic? Do you charge the same rate as you normally offer to pay a co-operating brokerage, say half of the total rate?