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The battle lines are drawn: Full Service or Self-Service?


The lines are drawn between Full Service and Self-Service in the battle for customers.

But does Full Service do what it says on the tin or are some agents still trying to Fool vendors and landlords.

Long-time readers of my blog will recall my Three Steps to Survival in which I challenged “traditional” agents to be honest with themselves about their level of service.

Maybe at the time, some agents still didn’t believe that this “online thing” was ever going to impact on their business, but very few agents that I meet now feel completely comfortable about ignoring what’s going on.

There seems to have been a change in just the last few weeks.

There are signs now that Full Service agents are fighting their corner. Well done to RedDoor Homes in Rochester for picking up Rayhan Rafiq Omar’s spoof video idea to hilarious effect. Very funny, but very serious all at the same time.

The point in the video about the price achieved is at the centre of Full versus Fool.

Most “traditional” agent that went through my Three Steps to Survival will almost certainly have put “achieve the best price” on their list.

They’ll probably have given themselves ten out of ten for it too. That’s why they’ll nod wisely when they watch RedDoor’s video. But is it really true, or are they Fooling themselves and their vendors?

One of my favourite questions for bringing a puzzled look to an agents face is, “What system do you have in place to safeguard your clients from selling too quickly?”

The correct answer (which I rarely hear) is that if a negotiator tries to remove a clients property from the market, stop viewings, change the board to sstc, instruct lawyers etc, within 21 days of it first being marketed then they can’t. It has to be signed off by their line manager first.

How else can you be sure that you really have exposed your client’s property fully to the market, like you said you would? How else can you be certain that you’ve found the best buyer, and not simply the first one, like you said you would?

How are you feeling about your ten out of ten score now?

Yes, a full service agent probably is in a position to get a better price than a self-service one, but only if they do the job properly.

Editor’s note: It has absolutely nothing to do with online agents, but since Bob has mentioned RedDoor Homes, here is a look at their very latest offering – and it’s very funny.


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