Clients don't trust you just because of how many homes you've sold. They trust you when you show up prepared, understand the market inside and out, and prove you have their best interests at heart.
According to Adrian Goslett, Regional Director and CEO of REMAX Southern Africa, new agents should shift their focus from trying to prove their experience to demonstrating their value.
When starting your career in property, it can feel like you need years of experience and multiple sales under your belt to win the trust of buyers and sellers. However, there are ways to prove your value that do not rely solely on a sales record.
Goslett says the first step is understanding your local market. You need to be able to speak confidently about recent sales, asking prices, buyer demand, average time on market and what makes certain properties sell faster. Sellers want an agent who can help them make informed decisions, which means that useful market knowledge can be just as important as an established sales record.
Start by spending time looking up comparable properties in the area. See what has sold recently and which listings have been sitting on the market for longer. Try to understand the reasons behind them.
“Knowing why one property sold for its asking price while another didn’t will help you offer more meaningful advice. Being able to answer questions with relevant and local information shows that you have done your homework and are prepared to put in the work to help sell their property effectively,” says Goslett.
The next step is to use this knowledge to help build your visibility. In the digital era where buyers are frequently relying on social media to verify credibility, you can utilise the platforms to help create an online presence. Start by regularly sharing useful local property information online so that people start associating your name with property expertise before they need an agent.
Lastly, borrow credibility by working with a trusted brand. “At REMAX, we believe that you are in business for yourself, but not by yourself. You might be new, but you are not operating alone.
READ: The importance of being up to date with immediate, accurate market insights
Antonie Goosen, principal and founder of Meridian Realty, says becoming the go-to estate agent in a neighbourhood does not happen overnight. It is the result of consistent visibility, credibility, and strong client relationships over time.
“The most trusted agents are usually those who understand their neighbourhoods deeply and remain consistently visible in their communities".
Local expertise is the foundation. Agents who know their areas deeply can provide valuable insights about pricing, schools, infrastructure developments, and lifestyle factors. Consistency is equally important. Regular communication with homeowners, community engagement, and visible marketing help agents remain top-of-mind.
Successful local agents often focus on building a reputation for reliability. Returning calls promptly, providing honest advice, and managing transactions professionally builds trust. Community involvement can also strengthen an agent’s reputation. Supporting local events, schools, or neighbourhood initiatives helps build genuine relationships.
Agents should also invest in their personal brand. Professional marketing materials, informative social media content, and strong online listings reinforce credibility. Importantly, the go-to agent is not always the most aggressive salesperson. Often it is the agent who provides the most reliable guidance.
Homeowners want to work with someone who understands the local market and prioritises their interests. Over time, consistent service and strong relationships create referral networks. Referrals are often the clearest sign that an agent has become a trusted figure within their community.
“Becoming the go-to agent is less about quick sales and more about long-term reputation building,” says Goosen.
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