The TOO Aggressive Real Estate Agent

Can a Realtor be too aggressive?  (See also, “Too Much– and Too Little — Realtor Attention“).

At least some people would say “no.”

But then, those people have probably never had their home “networked” — without their permission — online.

Apparently, that is what just prompted Edina Realty to change its company policy for agents who want to use its just-revamped “Pre-Market Network.”

“Pre-Market Network Agreement”

One of the advantages of having the largest network of Twin Cities agents — some 1,800-plus at the moment — is that all those agents can instantly communicate with one another about their listings and Buyer needs.

What homes are For Sale, and why Buyers will like them.

Which homes have just have had a price reduction.

And, which homes are just about to hit the market.

Pre-List Marketing

To let eager Buyers get a jump-start on new inventory (and let Edina agents drum up early interest), Edina Realty has an agents-only bulletin board where agents can showcase upcoming listings.

I use it for every listing I sell; indeed, I tout that service to prospective Sellers as part of my listing presentation (my pitch to them explaining why they should hire me — also known as a “Realtor job interview”).

And guess what?

It works!

Earlier this Spring, I sold a gorgeous home backing up to Minnehaha Creek before it ever officially debuted on the market.


So, what’s the catch?

Apparently, at least one overzealous agent heard through the grapevine about a home that someone was contemplating selling — and went ahead and put it on the Pre-Market Network without the owner’s knowledge (let alone permission).

In fact, the risk is that multiple agents could all do the same thing.

Obviously, that’s not kosher.

As a result, effective this week, Edina’s new policy is that agents who want to post something on the company’s “Pre-Market Network” must get their client’s signature(s) on a consent form indicating that they’ve agreed.

P.S.:  Does agent-to-agent networking — the legit kind — pay off?

“You betcha!”

Edina’s statistics show that, while its agents represent about 20% of the Twin Cities real estate market, something like 30% of all Edina listings are sold by another Edina agent (that is, the Buyer is represented by an Edina agent).

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

Leave a Reply