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Graham Awards


Fees: Vendors are NOT after the cheapest agents - claim

An estate agent who has now become a PropTech entrepreneur says fees are absolutely not what makes a vendor choose who sells their homes.

Brian Farrell, the founder of Acaboom, says his own experience as an agent initially made him sceptical when people said “fees are not the key factor” but then when he sold his own home, he felt the agents he asked for appraisals lacked any significant differentiation - and he did not make a choice based on the commission charged.

Instead, he says it’s vital that agents communicate effectively what makes them different from competitors, and what the key messages are about the property that’s going to go on the market.


Farrell speaks authoritatively about the need to communicate differences effectively in an exclusive video interview with Angels Media’s Lee Dahill.

It’s a crisp eight minute teach-in for agents, with facts and figures towards the end showing the speed with which instructions come on the market, plus the importance of a well-timed follow up.

The video is below.



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