Breaking into the property market can be daunting when you're competing against seasoned agents. The good news? You don't need a massive sales history to win over buyers and sellers—you just need the right approach to show your value.
“Trust is not built on how many properties you have sold, it is built on how well you understand your market, how prepared you are and whether clients feel confident enough to rely on your advice,” says Adrian Goslett, Regional Director and CEO of REMAX Southern Africa.
He says new agents should shift their focus from trying to prove their experience to demonstrating their value.
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.
Advice for new agents:
For Cindy Brits, Broker/Owner of REMAX Dazzle believes that community involvement plays a massive role. "Clients want to see that you are involved and giving back on a regular basis, whether through schools, NGOs, or clean-up projects".
Brits advises maintaining a premier market presence - be seen and heard in the area and on your social media platforms. And remember, don't be a 'secret agent.’ Get clients to know and trust you before you even walk through their doors.
One of the biggest adjustments for new agents is understanding that estate agency is a long-term relationship business.
Antonie Goosen, principal and founder of Meridian Realty says one of the biggest shocks for new agents is the income gap. Unlike salaried positions, estate agents often go months before earning their first commission.
"Property transactions take time, and deals frequently fall apart due to financing issues, inspections, or changing buyer circumstances, because of this, the first year demands financial discipline and emotional resilience," he says.
Goosen says another challenge is learning that estate agency is fundamentally a relationship business.
- New agents sometimes believe success comes from marketing properties, but in reality success comes from building trust with people.
- Experienced agents spend most of their time cultivating relationships with homeowners, buyers, attorneys, and mortgage consultants. Listings and transactions follow those relationships.
"The first year is also about learning the practical side of property. Agents must understand pricing, neighbourhood dynamics, property law basics, financing processes, and negotiation skills. Most of this knowledge only develops through real transactions," he says.
Rejection is another unavoidable part of the profession.
- Agents will lose listings, deals will collapse, and buyers will disappear without explanation. Those who succeed learn not to take rejection personally.
- The agents who build long-term careers are usually the ones who focus on consistency rather than quick wins. They prospect daily, follow up with leads, stay visible in their communities, and treat every client interaction professionally.
"Importantly, the first year should be viewed as an apprenticeship. It is the time when agents develop their networks, their reputations, and their work habits. Agents who push through the uncertainty of that first year often find that the second and third years become far more stable and rewarding,” says Goosen.
He adds that becoming the go-to estate agent in a neighbourhood is about far more than simply listing properties — it requires building deep local knowledge and consistently delivering exceptional service.
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