Choosing a Realtor to sell your house will be one of the most important decisions you’ll make.
How do I know?
Because I picked the wrong real estate agent when my wife and I sold our home.
And the end result was a disaster.
Months on the market, high stress, and selling for much lower than what we should have.
This was before I got into the real estate industry.
Knowing what I know now, there’s no chance I would choose the Realtor I picked if I had to do it again.
The biggest mistake I made?
Convincing my wife to select our agent solely based on his selling experience in our local market.
Should you choose a Realtor with experience selling homes in your area?
Absolutely.
Local experience is one of the qualities that makes a good agent.
But experience does not mean an agent has the right qualifications to sell your home for the highest price and in the shortest amount of time.
I’m going to show you what to look for in a Realtor so you know what does.
Follow these steps on how to choose a real estate agent for selling.
1. Avoid real estate agents with a dual agent history
The first step to choosing a Realtor is simple:
Steer clear of real estate agents who have a history of representing both the seller and buyer in the same transaction.
Here’s why…
A real estate agent who represents both parties is contractually obligated to act in the best interests of both the seller and the buyer.
This creates an inherent conflict of interest, making it impossible for the agent to negotiate the best price for you as the seller.
But it also does something else.
An agent who acts as a dual agent earns two commissions — one for representing the seller and another for representing the buyer.
This financial incentive is the reason why some listing agents limit the marketing exposure of a home.
Their goal?
To prioritize finding an unrepresented buyer so they can make more money.
The result?
Homes sold under a dual agent often sell for less than their full market value.
Now, sometimes a buyer may not have their own agent, or an agent might already have a buyer interested in your house.
But here’s the key:
Don’t choose a Realtor who acts as a dual agent more frequently than other agents in your area.
Why?
Because these are the agents with questionable integrity.
They’re not focused on getting you the best price — they’re focused on earning more commission.
The percentage of dual agent transactions to look for varies by market. (I know because this is a key data point we analyze in our agent vetting process when matching sellers with top local agents.)
But here’s a good rule of thumb…
Avoid selecting an agent who has represented both the seller and buyer in 10% or more of their sold listings — no matter where you’re selling your home.
2. Research the Realtor’s online presence
There are many ways to find a real estate agent (open houses, referral, online, etc).
But regardless of how you find them, researching a prospective agent’s online presence should be a priority.
It gives you a chance to assess some important factors you should look for in a Realtor.
And makes it easier to disqualify the real estate agents you shouldn’t choose when selling your home.
Here are a few things you should consider when evaluating Realtors online:
- Reviews: Analyzing reviews on multiple platforms is a great way to learn what others in your area think of a prospective agent. But don’t get stuck on their overall rating. Search for common themes in the reviews left by sellers, such as communication, service, negotiating, responsiveness, etc. This takes a little time but is an excellent indicator of the type of service a realtor provides (which is why our algorithm does this for sellers).
- Listings sold: Find the agent’s listings in your area and focus on the ones that were sold over the last several years. Years of experience is important, but recent selling experience carries more weight. And be sure you’re focusing on their seller transactions (not buyer transactions).
- Price range: An agent who primarily sells homes in a much lower price range won’t have the experience needed to market your home to the right buyers. And agents who sell in a much higher price range probably won’t give your listing the attention it deserves. So browse the agent’s sold listings to ensure they have some experience selling near your home’s estimated price range.
But be careful…
Ensure you look at the right agent criteria
Some sellers get swooned by the wrong criteria when exploring real estate agents online.
Take real estate giant Zillow, for example.
Agents who are highlighted as “premier” agents on Zillow’s site pay for that designation.
This means that any Realtor can have that accolade slapped next to their name — as long as they pay for it.
Now, a seller thinks those agents are “qualified,” and they very well may be … but without ensuring the right criteria, that realtor could be a wolf in sheep’s clothing.
3. Interview qualified real estate agents
Approach choosing an agent to sell your home in a similar way as you would prepare to interview someone for a job.
Because that’s what it is.
And it’s a job to sell your most valuable asset.
So you should treat it as such.
Many home sellers don’t.
According to the National Association of Realtors, 80% of sellers pick the first agent they meet with.
This is something you should think about not doing.
Because interviewing multiple candidates allows you to compare and contrast key information.
And you can use that information to help you pick the best Realtor for your needs.
Here are a few of the important things to ask a Realtor when selling.
What is your preferred method of communicating with clients?
Clear and consistent communication is one of the things you should expect from a Realtor. It’s important to look for an agent who can clearly explain their preferred method up front, because how they communicate sets the tone for your home selling experience. Do they prefer phone calls, texts, or emails? Are they flexible enough to adapt to your communication style? A good agent will prioritize staying in touch in a way that works best for you and ensure you’re informed every step of the way.
How much do you think I should list my house for?
Most agents will provide a suggested list price for your home –– but don’t focus solely on the number. Instead, ask how they arrived at it. Ensure their price is supported by a comparative market analysis (CMA) that adjusts for key differences like square footage, condition, and features. The agent you choose should confidently explain their reasoning and back it up with data.
Will you personally handle my home sale from start to finish?
Imagine building great rapport with a Realtor during your first meeting, only to later discover someone else will handle your sale. Some agents work on teams, so it’s crucial to confirm whether you’ll be working directly with the agent or a team member. If it’s the latter, clarify their roles and decide if you’re comfortable working with someone else. Knowing who will guide you through the steps of selling with a Realtor sets clear expectations and helps avoid surprises.
4. Don’t choose a Realtor with an inflated list price
Some real estate agents are very skilled at convincing homeowners they can sell their house for an unrealistically high price.
Here’s what usually happens (and what happened to me)…
The seller will get an opinion about what their home is worth from one or more agents.
And one of those agents persuades the seller that their home’s value is higher than it is.
So the seller hires that agent.
The overpriced listing hits the market, and the asking price discourages buyers from visiting.
Then, after the home has been sitting for longer than it should, the agent tells the seller they should reduce the price.
The end result?
A stale listing with a final sale price that’s lower than it would have been if the home had been priced competitively from the start.
And the seller is still required to pay a real estate commission to their agent.
Here’s how you can avoid this…
Don’t select a Realtor whose price is substantially higher than that of other agents you consider.
The convincing speech about pocketing more money may seem tempting, but don’t fall for it.
Because here’s the thing…
Your home is worth what a buyer is willing to pay for it.
And if that price is substantially high, then an experienced real estate agent with a reputable track record will get it for you.
5. Evaluate the agent’s marketing plan
Many experienced listing agents can sell a house.
But there’s a reason why the great agents have a proven track record of selling homes faster and for more money.
One of those reasons?
The individual blueprint they create for each home they sell.
The Realtor you find to sell your house should have a specific strategy for marketing your property.
That strategy should look something like this:
- Identify the ideal buyers.
- Determine what’s most appealing about your home.
- Maximize the marketing reach through the right channels.
Who does the agent think is your ideal buyer?
The prospective buyers for your home fall within a certain target audience.
For example, your ideal buyer might be:
- A young family upgrading from their starter home
- An older couple looking to downsize
- A younger couple looking for their first house
- An investor looking for a rental property
- A family looking for a vacation home.
Look for a real estate agent who can clearly identify your target buyer.
Because a marketing plan without a clear target audience is like casting a net into the ocean without knowing where the fish are.
What selling points will the agent highlight?
A skilled real estate agent knows how to showcase the features of your home that will appeal most to buyers.
Unique selling features can include:
- A spacious backyard
- A modern kitchen
- An open layout
- Walk-in closets
- Top-rated schools
- Proximity to amenities
- Smart home technology.
Which features of your property does the agent see as most important?
Look for how they plan to highlight those features in the listing description and photos.
An agent who clearly explains which aspects of your home they’ll emphasize — and why — shows a strong understanding of your home’s value and what buyers are looking for.
How will the agent market your home to buyers?
The Realtor you choose should explain how they plan on reaching your potential buyers.
Here’s what should be included in their marketing plan:
- Posting to the MLS (multiple listing service)
- Syndication to all major real estate search sites
- Professional photos
- A professionally written property description
- Open houses and broker tours
- Signage.
But I’d consider those the “minimum.”
Here are a few additional marketing strategies that can help separate your property from other homes for sale:
- Video
- Drone photos/video
- Custom brochures
- Floor plan
- Staging your home
- Social media.
Incorporating the right strategies and tools can increase the number of buyers who view your home in person.
So pay attention to the agent’s approach.
6. Pick a realtor who won’t lock you into a contract
You’ll sign a listing agreement with the real estate agent you pick.
All home sellers do.
The contract is usually for about 6 months (negotiable) and doesn’t include an option to cancel.
This makes it difficult (and awkward) to fire your agent.
And essentially “guarantees” the agent’s commission as long as your house sells.
Some real estate agents will take advantage of this.
They do this by not giving your sale the attention it deserves and instead spending that time generating new business for themselves.
The potential result when the agent you select doesn’t prioritize your home sale?
A house that sits on the market.
Which usually means a lower selling price.
So here’s what you should know before signing a contract with a listing agent…
Make sure the Realtor will let you cancel the agreement at any time.
This isn’t standard, but a good listing agent will do this.
And you’ll reap the benefits.
How?
Because it will keep your agent motivated since their commission isn’t “guaranteed.”
They’ll know you can find another Realtor at any time.
And it’s a subtle reminder that they need to prioritize getting your home sold quickly and for the best price.
This is why one of our agent screening requirements is allowing a seller to cancel at any time (without owing any commissions).
It shows a sense of trustworthiness, which gives a seller confidence that they’re working with the right agent.
Secure the best agent to sell your home
The real estate agent you choose to sell your home matters.
Your decision will affect how quickly your house sells and how much money you take home.
By following the steps we discussed and knowing what to look for, you’ll sell your home with a professional who has the qualities you need:
- Experience selling in your area and price range
- Stellar feedback from sellers
- A low history of acting as a dual agent
- No lock-in listing agreements.
Our no-cost, no-obligation service can help you get a top local agent with the right qualifications.
Learn how it works and get matched with the best agent to sell your home for the highest possible price.
