by Dave Higgins
In many way an agent will use the same criteria to choose a company that a seller uses. So from time to time the information below applies to both.

Choosing a company to work with can be the biggest, most critical decision an agent can make.

Myths
There are several myths believed by new and seasoned agents, sellers and buyers.

Myth #1
The right company will get business for me!
The fact of the matter is that business generated by the office may go to a preferred agent; someone so called schooled in the art of dealing with relocation people, etc. Most of the time the office or manager get a percentage of the commission and the agent is left with whatever is left.

Myth #2
I need a company with a big name!
Television is a powerful tool. The nationwide company spend millions to convince the public and their agents that a big name is important. The fact is that all the TV advertising never sold a single house. People do business with people. Houses are bought and sold by agents working with clients. Clients want an honest and diligent agent to work for them.

Myth #3
The bigger the office the better!
Some agents get listing by touting that because they are a part of a big office the sellers house will sell faster. One agent claimed to sell 90% of the homes in a certain subdivision and he was a part of a large office. When a study was made, it was found that of all the homes he listed, 20% canceled, all that sold where sold through other agents and only one of the other agents was in his office. The truth of the matter is that when a house is listed and put on the Multiple Listing Serves (MLS), it becomes available to thousands of agents and it is no surprise that an agent in another office would have the buyer .

Myth #4
The bigger companies have better ad programs Because they are large and may have many listing, they can't advertise all there listings through the news paper and other printed media. Many times, if the company publishes a magazine of homes, the magazine is not seen by the general public because competitive office will not make it available. Carriage Realty advertises in the two magazines that can be found in all the supermarkets and in most real estate offices. One is Harmon Homes and the other Select Homes.

The truth is that Mr. & Mrs. Seller, who have lived in there house for 30 years, couldn't care less about all of the above. They simply want and honest agent who will work hard with the best tools to market their home.

In todays changing real estate market, agents (and clients) should find the company equipped with the best tool and latest technology to get the job done. So lets take a look at the tools

What are the tools you need?
There are essential tool and then there are expert tool. The essential tool are available at any office and all Realtors use them. Carriage Realty is an office that equips the agent with expert tools so as to set the company and agent apart from other real estate companies.

Basic (essential) Tools

License
It goes without saying that an agent must have a license; that's the law.

Training
The training given to prepare an agent to take the state exam to get a license in no way covers the many skills that are needed to sell real estate. Several of the big companies have training programs to develop the art of selling. Several agents attend together and there is little or no one-on-one tutoring. At Carriage Realty agents are coached and trained on a daily basis.

Multiple Listing Services
The next most essential tool is the MLS. In the Chicago land area there are two MLS that cover an area from the southern suburbs to Rockford, to the state line. In other words all of Northeastern Illinois. There are also real estate boards. If the office is a member of a given board, it is usually required that all agents in that office be members also. Only members of a board can be members of the larger MLS which is called Multiple Listing Service of Northern Illinois (MLSNI). However, the other service is called MAP MLS. It is the original MLS and many agents in some areas prefer to use it.

All the offices that are members of the Lake County Association of Realtors® or the Northshore Board of Realtors® are also members of MLSNI. However, very few are members of MAP. Because we feel the seller will get better exposure Carriage Realty is a member of both. We find that the added membership helps us get listings. Furthermore, MAP publishes the "Select Homes" magazine and only members can advertise in it.

Advertising Program
Agents and sellers both want to be sure the there homes are presented to the general public. While the MLS is the most powerful tool, it is passive and can only be accessed by agents. An agent must present a criteria to it and it will in-turn give the agent all the properties that match the criteria. Advertising on the other hand takes the property to the public and in doing so may interest a buyer for that home or another. The seller, company and agent benefit from advertising. More??

Expert Tools
Few companies have attempted to tap the power of the Internet, Radio and Television. None have take them to the level of sophistication as has Carriage Realty. These are the Expert Tools.

Internet
The Internet is becoming a very important part for all commerce and especially real estate. The following is a list of some of the benefits.