david hornby

The agent represents the seller and under the law of agency; “is the seller's man”. Therefore, the stock and station agent must act in good faith and in accordance with the vendor’s intention. The agent should not forget that it is the client that pays the agent’s commission and often, because sale staff do not deal directly with the seller, they wrongly side with the buyer in the sale process. Although consumer law requires the buyer to be protected, the agent and his/her staff must never forget that they are acting on behalf of the seller and therefore, the seller's needs are paramount.
You need to know the seller's intentions and these can be found during interview and inspection of the farm. Intentions include needs, motives, concerns and desires.

Remember that the Act requires the agent to personally inspect the seller’s property.


The agent should be flexible and be able to adjust his/her approach according to the seller's intention and personality. During the inspection and interview the agent should always act in a professional manner. For example, avoid confronting the seller by arguing that you can sell more quickly than they can or that their asking price is too high.
During inspection and interview the agent should: Listings are rarely obtained on first visit. Too many agents give up after just one rejection.
It is important to know why the seller is moving as a strong motive increases the chances of securing the listing. A weak motive may indicate a lower probability of selling as the owner may only be testing the market.

Determine the following: Answers to these questions will allow the agent to construct his/her final presentation to meet their client’s intentions. For example, if you belong to a national franchise you may be able to help the seller find accommodation in the new location they are moving to.
The following are the most common intentions of sellers and you should be prepared to answer them: .
There are 3 questions to ask your self during negotiations:
  1. What are the sellers' intentions?
  2. What can I do to help him/her fulfil these intentions?
  3. How can I get further appointments and interviews?


The agent must inspect the property themselves and make the insopection as thorough as possible. A fieldbook should be used with a sketch of the property taken from the plan. As the agent inspects he/she can note details and make notes on the plan.
The agent should inspect in the presence of the seller. This is important for a number of reasons: The agent should file the plan and notes away for future use. At inspection a number of photos can be taken of key features to be advertised and promoted.
If possible it a good idea for the sales staff to also inspect the property.