MARKETING: Estate Agent's New Trick
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With auctions having fast become an increasingly popular technique of property sales, estate agents have had to evolve and embrace this method in order to increase their sales.
Yellow Hammer, a newly launched auction service provider to the real estate industry is providing the resources and skills to transact property via a new innovative method called “Private Treaty Auctions”.
Dave Harris, a Director of Yellow Hammer with over 26 years of experience in real estate and property development, explains that with South Africa going through the most difficult period in property history, it is essential that agents acquire the skills to best represent their clients in the auction arena.
“In this light we have launched a unique training programme for estate agents that teaches them, amongst other things, what qualifies as an auction property, how to educate buyers and sellers on Private Treaty Auctions, how to best attract buyers to sellers etc. We equip the agents with the necessary tools to understand and participate in the auction arena.”
“The Associate Agent Workshops are conducted on a national basis at the agents offices and so far have been a resounding success, with a total of 800 agents having concluded their training in the last two months. Certificates are issued to all agents that complete the training,” explains Harris.
“The training is conducted by Yellow Hammer Ambassadors, and currently Yellow Hammer has ambassadors servicing Gauteng, Cape Town and KZN”.
Yellow Hammer makes use of a method called Private Treaty Auction, which is a selling tool that combines the traditional private treaty method of sales approach with a specialised auction method - bringing countless benefits to buyers and sellers, and ultimately to agencies too.
“We use the real estate agents as the mainstay of the auction process to ensure continuity and custodianship of the property from the outset,” says Harris.
Since inception, RE/MAX of Southern Africa as well as several other well-known estate agencies have signed up to the Yellow Hammer concept and the company is now conducting auctions on a diverse range of properties around South Africa, from empty plots and small holdings to start up homes, student apartments, luxury investment properties and holiday homes as well as commercial properties.
“Yellow Hammer have joined forces with over 2000 agents countrywide. The training courses are designed to give these agents the most out of their relationship with Yellow Hammer and maximise their ability to best represent their clients in a tough market,” concludes Harris.
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