Why sellers pick one agent over another

Rightmove asked an independent research agency to investigate what sellers expect from agents they have instructed to market their property. Our Market Researcher, Abiola Oni, gives us the highlights… hint, it’s not all about the highest price!

Be the local expert

Sellers want agents to show that they understand their local area, recognise who their property would be suitable for and know exactly what their property is worth. The more homes you have sold in their area, the better. Being the trusted guide is key.

What about price?

Sellers want as much as they can get for their property. They use valuation tools to empower themselves so they can be in a confident position when they speak to an agent. So, share our Best Price Guide with them to help justify your recommendation.

Get me, get my property

While local expertise and the right price is all about facts, figures and knowledge, emotions also play a pivotal role in the seller-agent relationship. They want agents to understand how desirable their home is, to notice all the work they’ve put into it and to spot its distinct selling points. They want agents to demonstrate a genuine interest in their home.

When it comes to property websites, it’s a popularity contest

Sellers want their property to be in the biggest shop window, where it will be seen by as many buyers as possible, and 76% know Rightmove is the market leader1. Sellers want to find the right buyer as quickly as possible. Plus they say keeping their home looking like a showroom is a pain!!

And finally, a seller is most likely a buyer too (and vice versa!)

90% of all sellers are buyers too2 and they tell us that most of the positive energy and excitement is in the buying. Treat all your buyers like prospects and don’t forget to ask if they have a property to sell.

Source: *Research carried out by Kindling in October to November 2014. It covered the full range of life stages and seller types – from first timers to more experienced, with a range of property types and prices nationally.
1. Research Now/Rightmove market tracker (Q4 2014)
2. Rightmove’s consumer confidence survey ( Jan 2015)