11 April 2006
morituri te salutamus
23 March 2006
Estate agency - why the model is broken and why it has to change
The fact of the matter is, Estate agens are compromised by their business model. And as long as we keep paying them according to the model, they havethe upper hand. Look at the example below:
I am selling a house and am asking £1million. My agent charges 2%
If they sell it for £1 million they earn £20,000.
However, for every £10,000 they get above my asking price they earn only £200. That's a lot of extra effort to earn very little extra. In fact if they sold at £500,000 they still earn £10,000 which explains why they do not care about how high they sell, simply that they do sell. At any price because there is simply no incentive for them to try very hard.
But it gets worse. If a corrupt buyer offers the agent an inducement to sell for less than the asking price, the economics really stack up against you:
Say buyer offers £1000 inducement (worth £50,000 of estate agent effort) for every £5000 'saving' the estate agent can obtain for them from the vendor (the £5000 saving only costs £100 in lost commission).
It's no wonder we can't trust them. So its time to renegotiate when selling your house. Ask the Estate agent to sign up to a scheme whereby obtaining a Base Price (the price anyone could sell the house at) earns them nothing and exceeeding the market price earns them lots more. This mechanic will both incentivise them to perform their best but also remove the incentive to cheat.
Here's a model:
£1million market value. Agree £800,000 Base Price (the price I could sell myself to anybody because its so cheap).
First £200,000 above Base Price negotiate say 5% commission = £10,000
Then offer for every 10% for next £100,000 = £10,000 more commission
Then offer the agent a whopping 20% for anything they get over that amount. Infact, you could go even higher depending on your belief in the market or recalibrate the whole scheme if you are in a hurry to sell. Either way, they will now be on your side.
It would be amazing how we might change our view of Estate agents if everyone did it like this. In fact, eeryone wins so why not? Come on Tesco and Asda, why continue this appaling situation. Be brave. Be imaginative.