Having not been in this business very long, I was at odds with feedback right out of the gate. I was trained to ask for feedback as a listing agent (“going above and beyond!”), but never quite understood the value when I was asked for feedback as a buyer’s agent, because I heard what was coming out of my mouth when asked for it: “No, my client isn’t interested… Why?... Because of a, b and c... No, they wouldn’t be interested if you corrected a, b and c... Because you asked… And the price is too high. Good luck.”
I think the analogy that works best for me with feedback is that of what old college football coaches used to think of passing the ball - three things can happen and two of them are bad – except in the case of soliciting feedback, all four of them are bad: 1) you get lied to so the buyer’s agent can get off the phone and you’re left with misleading opinions 2) you continue to get lame feedback which the seller interprets as you not asking the right questions to get “valuable information” 3) you get honest feedback which you know will tick off the seller, making you look bad, 4) the buyer’s agent will grill you on motivation, desperation and price flexibility.
Plus, when I’m a buyer’s agent and I am asked to provide feedback, I doubt that I will say anything to any listing agent that will show my buyer’s hand if we’re planning to make an offer. The fact is that 99% of all feedback probably wastes more time than helps the cause, which means you need to prep your clients for that. But what that also means is that you need to build a better mousetrap.
As a buyer’s agent, I do provide honest feedback when it’s asked for, usually over the phone. It took a while to realize that this is business and I’m talking to a Realtor, not a seller, but even so, I still provide honest material, especially when I get the chance on email forms. Email feedback questions are generally lame so you have no choice but to provide lame answers. Exception: If I remember that a house has a particular issue, and there is a “short answer” comment box in the email form, I will point out the issue. Example: the house is generally in good shape but there is mildew staining on the backsplash behind the kitchen sink, I’ll let them know to clean that up.
It’s too bad that so many agents misuse email feedback forms, because if the questions are posed correctly, you’d get considerably more honest feedback than if you made phone calls. The majority of the Realtors I’ve dealt with are too scared to tell you what their buyers really think (unless they’re planning to make an offer): “Love the house, but we just started looking,”… “It’s in our top 3,”…. “Don’t like the paint colors” (comments similar to this last one are the lamest, to which I’ll answer, “Did you really just say that?”)
However, if you get caught on the phone (“caught” is the proper term) being asked for feedback a day or two after showing a property, and you remember the house in question, don’t blow it off by saying that you have to “refer to my notes and I’m driving right now.” You’ll remember the house. You made the appointment. Don’t be shy. If you’re 100% certain that your buyers won’t be pursuing a house, which is pretty easy to tell for any buyer’s agent, then tell the other agent what they don’t want to hear. I think it’s wrong to sabotage other listings with lame feedback; what’s the motivation? Are you really going to get that listing when it bombs out with another agent? Doubtful… in the end, you want houses to sell, especially in your neighborhood. Supply down, demand up. Duh. Don’t worry about hurting the listing agent’s feelings, either. Maybe they missed something or they need some sort of obvious sign that the stager they’ve been using is hurting, not helping.
Recap:
- Always act in the best interest of your client.
- Promise your listings that you’ll always request feedback over the phone and email. There are loss leaders all over business and in our case, feedback is a time loss-leader, but you have to do it unless your client doesn’t care. Then prepare them for how lame the feedback will be. Then, be a hero and explain how you’re going to attempt to improve the feedback process. (See #4).
- Do what’s right if you get caught on the phone (again, “caught” is the right usage here). Better to be respected than liked in business.
- When you list, take advantage of the email questionnaire (that woman from Idaho had good ideas). Find out if there is significantly bad curb appeal that you’re missing or if there was a logistical issue with seeing the house. Don’t ask about price, condition, interest because the answers are too high, ok, and none. The wonderful veil of the Internet is enough to elicit responses you normally wouldn’t get over the phone.
- If your feedback will help a listing get sold (albeit not to your clients), why would you not give it? Seriously. Be part of the solution.
