Let’s move on from the 80s, says Sherrie Storor

12 December 2018

Sherrie Storor, real estate agent and coach, is excited about the future of real estate.

“We’re on the brink of becoming a professional industry,” she says. “We’re supporting each other and working together to improve our industry.”

But, with everything that’s happening in the industry, it’s easy to forget what’s happening at an agency level.

So, Sherrie asks: “What does your 2019 look like?”

“As real estate agents, we’re stuck in the eighties. We’ve moved on from the shoulder pads, but we’re still all about the excess.

“In order to make more money, we’re compromising our families, friendships and relationships.

Sherrie says agents often make their clients feel unimportant because our communications revolve around success and excess.

“Agents typically post about listings, effectively infomercials for clients,” she says. “Then, once we sell a property, we start boasting about the sale.

“As real estate agents, we post more on social media than any other industry, but we have the least engagement.

“We haven’t yet grasped that the world doesn’t want the hard sell and our clients now celebrate charity and community.”

The market has changed, but we’re still the same

Sherrie says it’s no wonder people don’t like agents.

“48 per cent of all buyer enquiries go unanswered,” she says. “The market is hard, yes, but we push ourselves to work houses chasing the almighty buck and forget about the client.

“Agents are working in chaos, operating out of fear and loss: losing listings or a sale. The market says clients can contact us any time of the day, but we don’t have the ability to keep on top of it.

Sherrie believes the modern agent is built on process of the past that are no longer relevant in the market today.

“In the eighties, most agents were men, so processes were derived from hunting: cold calls and doorknocking.

“But ladies, we’re gatherers. We do our best prospecting informally. If you’ve built a business that attracts people, you don’t have to rely on outdated methods."

Moving into the 21st century

“Change is not easy for women in this business,” says Sherrie. “Society tells us to put others first and ourselves last. But if you don’t change this, you can’t give your best to others.

“Like Leanne Pilkington said, you have to create connections then the leads will come to you.”

Sherrie says agents must ask themselves what they ant their business to look like.

“Are you doing things the way you’ve always done them or are you embracing new technologies and new opportunities?

Sherrie says like people moved on from shoulder pads, it’s so easy for people to move on from agents and agencies who don’t offer true value.

“So," she asks. "What are you doing to stay relevant?” she asks.