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How do sellers choose an agent? Will it be the local, established independent? The franchisee with a big brand behind him? Or the national/global brand of a major chain? Karen Keeman went to the North London town of Barnet, to ask three agents where they believe they sit in the market and why sellers choose them.
BARNET, NORTH LONDON THE AREA
Barnet is an ancient borough situated towards the northern tip of London and Hertfordshire. Although still on a tube line, it is on the edge of green belt land and there is plenty of parkland, making the area very popular with families. Shopping is based around the high street and there is a small shopping centre called The Spires that incorporates a Waitrose as well as more than 20 other stores.
THE PROPERTIES The predominant property stock is Victorian, Edwardian and inter war housing which ranges in style from quaint terraced cottages, larger style bay fronted terraced and semi- detached houses through to avenues of 1930s semi-detached and detached properties.
THE BUYERS The streets behind The Spires Shopping Centre are the most popular with families, due to the school catchment areas – for which there is plenty of competition. Hadley Wood, which is just a stone’s throw from Barnet, off ers large exclusive properties with million pound price tags, popular with celebrities such as Cheryl Cole and premiership footballers. There are three tiers of estate agents in Barnet. The fi rst selling fl ats and ex-council properties, the second looks after the middle to upper market selling homes from £500,000 to £1.5 million and lastly the upper end of the market focusing on properties priced £2 million upwards.
THE INDEPENDENT: SEAN HEANEY ESTATE AGENTS
Specialising in residential sales and lettings, Sean Heaney Estate Agents is an independent local fi rm established in 2001 covering the areas of Barnet, Hadley Wood, Arkley, Cockfosters and surrounds. Sean Heaney Estate Agents is a long standing member of The Guild of Professional Estate Agents, and is associated with The Mayfair Offi ce in Park Lane, London. “The fact that we are a local independent
company is very important to us and is very prominently explained on our website,” says Sean Heaney. “Barnet is a community area
18 ● May 2012 ● TheNegotiator
AThegents
Top: Sean Heaney in Barnet. Below: Winkworth estate agency franchise. Bottom: Savills.
and being independent is something we are very proud of; it is also something that local residents are very keen on. Wherever possible we also support local events and charities as we believe it is good to keep our name known in the local community and help where possible.” Sean Heaney prides itself on the personal
service they can off er and believes that this is what makes the diff erence to clients. “We off er a very personal service and because we are small, we make sure that our vendors don’t get lost in the system and get forgotten about,” explains Heaney. “We have very experienced staff , all having been with us for between seven and ten years, so both buyers and vendors feel that there is a real continuity with us. In fact, we often sell someone a house and then a few years down the line get invited to put that house back on the market. The property owners will often deal with the original agent that sold them the property in the fi rst place, which is very reassuring to them and gives them confi dence that we really understand the property and the local market.” Understanding the local market is
something that Heaney believes is a major benefi t to his agency, having been established in Barnet for a number of years. “We are a
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