Correcting Client Conceptions: Agents vs. Brokers

Your clients will come in all shapes, sizes, and levels of expertise. Some of them may not know the difference between a real estate agent and a broker. Others may think they understand the difference but in reality be misinformed as to the relative costs and benefits between working with either type of professional.

These misunderstandings can be simple, akin to mixing up whether all rectangles are squares or all squares are rectangles, or they can be more glaring, potentially presenting a roadblock to a certain subset of clientele. It is important that you are not only aware of potential misconceptions, but that you come prepared to assuage client fears.

On the other hand, many of the fears clients have are valid. Some of the preconceptions they have about certain types of real estate professionals can have bases in reality, even if the evidence is only anecdotal. Besides simply educating yourself and your clients, you can use their perceptions as learning and growing opportunities for yourself and your business. Perhaps you will discover a shortcoming you didn’t even know you had; doing so is a challenge to grow.

Benefits of working with a broker

Brokers are known for having more experience than real estate agents alone, because in most states, they are required to undergo considerably more training and jump through more licensing hurdles. But not every client will know this, so it is important to highlight your experience to potential new clients.

Brokers, as part of their relatively advanced experience, are often more knowledgeable about more complex real estate transactions as well as real estate law. This means that you provide an excellent resource for clients who are looking for counsel or who are planning to undergo a more in-depth transaction than the straightforward buying or selling of a home.

Perceived drawbacks of working with a broker

Some clients may be under the impression that a broker will not be as accessible as an agent. Depending on the type of broker, this can be true; some brokers spend a considerable amount of time in their offices compared to agents, and may not be as familiar with the local lay of the land. Others are so involved in supervising their teams that they can seem to be less accessible to individual clients, whereas an agent can argue that they have more time to devote to individual customer relationships.

Some clients may worry that, since brokers are more experienced, they will be less flexible on their commissions or less willing to make allowances in their dealings with consumers.

Addressing concerns

You can address these client concerns head-on, and your honesty will no doubt be appreciated. It is also beneficial to you to investigate how you can make yourself more accessible to clients, and whether you are devoting enough of your time and resources to these relationships.

When you educate yourself on the concerns of your clientele, you are already taking a giant step toward accessibility by showing that you are invested in their consumer experience.