Twelve questions for your agency
One page each · 26 October 2026
These are the twelve things a customer checks before they ring anybody, in the order they come up. Each page below is one question: the moment it gets asked, what happens when the answer is not on your site, and the smallest thing you could write tonight.
- 1. FindabilityWhether a stranger can tell what you sell and what it costs. A homeowner has decided to sell and does not know which agency to ring. She sets the house out to an assistant and asks which firm to list with. A single agency comes back, and it published a percentage.
- 2. QualifiabilityWhether they can work out that you can take them. It is a condo with an HOA and a tenant already in it. Do you handle that, and do you cover this zip code?
- 3. BookabilityWhether they can actually get in, without you. Can I book the appraisal appointment myself for Saturday?
- 4. PredictabilityWhether they know what happens once they say yes. Once I sign, how long until it is listed, what do you do for the fee, and who is my point of contact?
- 5. VisibilityWhether they can see the work while it is happening. Where do I see the showings, the offers, and what is holding it up?
- 6. AutomabilityWhether the job moves on without somebody remembering. An offer is accepted on a Friday afternoon. What happens over the weekend without an agent doing it?
- 7. MemoryWhether you hold what you already know about them. You leased my place two years ago. Do you still have the inventory and the lease file?
- 8. ContinuityWhether the next visit starts where the last one ended. I am leasing it again. Does the new lease start from what you already hold?
- 9. ReachabilityWhether you come back to them at the right moment. When the lease is up or my mortgage rate resets, do you tell me?
- 10. CountabilityWhether every job is recorded the same way. A sale and a lease both earn you a fee. Are they recorded in the same shape, and can you put them side by side?
- 11. AnswerabilityWhether you can ask your own business a question. Which source actually produced your last ten listings? Can you tell that from a record?
- 12. LearnabilityWhether the business gets better from its own record. What do owners ask before they will sign with you? Write the sentence, with the percentage in it.