Choosing the Right Estate Agent / Realtor

A Practical Guide for Homeowners

Choosing the right estate agent or realtor can be one of the biggest decisions you make when selling your home. A great property professional can introduce buyers you would never have found, negotiate on your behalf and guide you through the legal process. A poor one can cost you time, money and opportunities.

This guide isn't about telling you not to use an estate agent. Quite the opposite. We've worked with some fantastic agents over the years and many genuinely earn every penny of their commission. This guide is simply about helping you choose the right one.

Throughout this guide we use the terms estate agent and realtor. Depending on the country you're buying or selling in, they may mean slightly different things, but for the purpose of this guide we're referring to the property professional representing buyers and sellers.

Wayne's Introduction

I've bought and sold properties privately and through estate agents in several countries. I've had some brilliant experiences, but I've also learned a few lessons the hard way. Everything in this guide comes from real experiences, real conversations and real mistakes that taught me to ask better questions. My hope is that by sharing those lessons, you'll make better decisions than I did.

Bigger Doesn't Always Mean Better

One of the biggest misconceptions is that the largest estate agency automatically has the most buyers. That's simply not always true. Some smaller agencies receive more website visitors than much larger companies. Some have stronger Google rankings, better social media engagement and a far more effective marketing strategy.

Before choosing an estate agent, ask them:

• How many visitors does your website receive each month?
• Where do your enquiries come from?
• Which countries are your buyers from?
• Which property portals do you advertise on?
• How often do you promote properties on social media?

Choose the agent with the best marketing—not necessarily the biggest office.

Wayne's Tip – Become the Buyer Before You Become the Seller

Before trusting somebody to sell one of your biggest assets, become their customer. If you didn't buy your own home through them, you probably have no idea what their service is actually like. Ring about one of their listings, send an enquiry or arrange a viewing and see how they treat you.

Ask yourself:

• Did they answer the phone?
• Did they return your call?
• Were they enthusiastic?
• Did they know the property?
• How quickly could they arrange a viewing?
• Did they follow up afterwards?

Now imagine that buyer was calling about your home. Would you be happy with the service they received? Sometimes you'll learn more in ten minutes pretending to be a buyer than you will listening to an hour-long sales pitch.

Don't Be Sold a Dream

Winning your instruction is one thing. Selling your home is another. Be cautious of anyone promising the highest valuation without evidence.

Ask them:

• How did you reach that figure?
• What comparable sales support it?
• How long have similar properties been on the market?

Marketing sells homes. Promises don't.

Marketing Matters

Don't ask, "Will you market my property?"

Instead ask:

• Where?
• How often?
• To whom?
• Will it appear internationally?
• How many people saw your last property post?
• How many enquiries came from social media?
• Can you show me examples?

Good agents are proud of their marketing.

Look Beyond the Sales Pitch

Spend ten minutes researching them. Visit their website, Facebook page, Instagram, YouTube and LinkedIn. Ask yourself whether they're active, whether people engage with their posts, whether their listings look professional and whether you'd trust them to market your home. If they don't impress you when you're researching them, they probably won't impress your buyers either.

Commission

Commission isn't a bad thing. Good estate agents earn it. A great negotiator can often achieve more than their fee, but understand exactly what you're paying for.

Ask:

• What is your commission?
• Are there additional fees?
• What marketing is included?
• What happens if I find my own buyer?

Know before you sign.

Recommendations and Referral Fees

Estate agents often recommend lawyers, surveyors, mortgage brokers and other professionals. Many recommendations are excellent and based on years of good working relationships. Others may involve referral fees.

There's nothing automatically wrong with that, but it's perfectly reasonable to ask why they're recommending someone, whether they receive a referral fee and whether you're free to choose your own professional instead. You deserve recommendations based on quality, not simply because someone pays another person for the introduction.

Exclusive Agreements

Many estate agents ask sellers to sign exclusive agreements. Sometimes they're worthwhile. Sometimes they aren't.

Before signing, ask yourself what exclusivity actually gives you. Does it include professional photography, video tours, international marketing, paid advertising, open houses or weekly updates? Or does it simply stop you advertising elsewhere?

Remember, an agreement is something you negotiate before signing. Don't assume every printed clause is non-negotiable. If you're uncomfortable with something, ask if it can be changed.

If you decide exclusivity is right for you, consider agreeing a review period. For example: "Let's work exclusively together for six months. If the property hasn't sold by then, we'll review our options." A good working relationship should benefit both parties.

Could Your Buyer Be Shown Another Property?

This is something I've often thought about. Imagine an estate agent has a couple flying from America to Costa Rica. They've arranged five viewings and your property is one of them. Three of the other homes are significantly more expensive. If the agent earns a percentage commission, those higher-priced properties could generate a larger fee if they sell.

That doesn't mean an agent will steer buyers away from your home—many act professionally and always put the buyer's needs first. But it's worth asking yourself whether incentives could influence how properties are presented.

With a private sale it's different. If somebody contacts you about your property, they're contacting your property. Not a portfolio of competing homes. Not a list of properties where someone else decides what they see next. One enquiry. One property. Your home.

Lessons I Learned Selling My Own Home

During the sale of one of my own properties, an estate agent sent me this message:

"You've done such a good job marketing your own property I'm feeling under the gun. I've got to sell my own listing. I can't have the seller beat me to it."

That told me something. No one knows your home better than you. Even if you appoint an estate agent, keep sharing it. Talk about it. Post it. Tell friends. Every extra person who sees your home is another potential buyer.

Another message read:

"I overpromised. I under delivered. I overestimated the market."

I respected the honesty, but it also reminded me that marketing plans matter more than promises.

I also found myself conducting viewings because the agent couldn't attend. That made me realise how important it is to ask exactly who will carry out viewings, how buyers will be followed up afterwards and what level of service you're actually paying for.

Yard Signs – Who Are They Really Advertising?

Drive around your local area and look at the "For Sale" signs. Now ask yourself, who is that sign really advertising? Your home or the estate agent?

Many signs are dominated by the agent's logo, branding, office details and sometimes even a large photograph of the agent, while your property is barely mentioned. Remember, you're paying the estate agent to market your home, not advertise their business.

A great yard sign should answer buyers' questions. Imagine driving past two homes. One simply says FOR SALE. The other says 4 Bedrooms • Pool • Ocean View • $495,000 • Scan to View Inside. Which one are you more likely to stop for?

QR Codes

If somebody scans the QR code outside your home, where does it take them? Your property or the estate agent's homepage?

There's a huge difference. If a buyer is standing outside your property, they've already shown interest in your home. Don't send them to a website where they're immediately distracted by dozens of competing properties. Send them directly to your listing.

Wayne's Tip

Ask your estate agent:

"If someone scans the QR code outside my home, will it open my property... or your website?"

If the answer is their homepage, ask why.

The Slide'N Doors Difference

Every Slide'N Doors listing has its own unique property page and downloadable QR code. Print it, attach it to your yard sign, display it in your car, use it on flyers or share it on social media. Because no one can fall in love with a home they can't see.

Wayne's Final Thought

Whether you choose an estate agent, sell privately or do both, don't unnecessarily limit your property's exposure.

Every website.

Every advert.

Every social media post.

Every yard sign.

Every recommendation.

Every conversation.

...is another opportunity for somebody to discover your home.

Because at the end of the day...

Buyers don't care how they found your property. They only care that they found it.

Slide'N Doors

Your Property. Your Choice. Your Exposure.