What sellers look for when choosing a real estate agent

Choosing the right real estate agent can make all the difference when selling a home. From market expertise to negotiation skills, sellers carefully consider various factors before entrusting an agent with one of their most valuable assets.

“In a competitive property market, understanding what sellers prioritise can help agents stand out and secure more listings,” explains Adrian Goslett, Regional Director and CEO of RE/MAX of Southern Africa.

To gain a deeper understanding into the needs of their clients, RE/MAX of Southern Africa enlisted Ask Africa to conduct independent research for the brand. Just over one thousand online survey responses were collected in December 2024, with respondents being based in Gauteng, KwaZulu-Natal, Eastern Cape, and Western Cape. The results of this survey revealed some interesting insights.

To start, the findings of the research reveal that when choosing a real estate agent, first-time sellers are more concerned with having their real estate agent understand the local market well enough to price the home competitively so that it sells quickly, than they are about how high the agent’s commission fees are.

“While commission fees are always a consideration, sellers recognize that a knowledgeable agent who can secure a quicker sale at the right price adds far more value in the long run. What also came out strongly from our research is that sellers value guidance and support from their agent as the second most valued aspect of choosing a real estate agent,” he notes.

Similarly, when selecting a real estate agency for downsizing, retirees rated ‘support and guidance throughout the selling process’ as the most important factor. In addition to this, 89% of respondents selected ‘understanding the needs of retirees’, 80% selected ‘local market knowledge’, and 5% selected ‘strong communication’.

“Because these moves can be so emotionally charged, many retirees need even more guidance and support throughout the downsizing process. Professional advice from a reputable real estate agent can help them navigate this transition smoothly, ensuring they find a home that suits their evolving needs,” says Goslett.

In terms of where sellers go to when they need advice, 86% of first-time sellers will ask a real estate agent, followed by 69% who will visit online real estate websites. When seeking information about which agency to choose, 74% of retirees seek recommendations from friends or family, followed by 67% who look at online reviews.

When it comes to choosing a real estate agent, sellers seem to prioritize expertise, market knowledge, and somebody who will provide reliable support and guidance along the way.

“While commission fees play a role, the true value of an agent lies in their ability to form meaningful connections with their clients in a way that adds value to the transaction. For agents looking to stand out in a competitive market, focusing on earning a seller’s trust will ultimately result in more repeat and referral business, helping them to close more deals and gain greater success in this highly competitive industry,” Goslett concludes.

Writer: Kayla Ferguson