In today’s dynamic property market, choosing the right real estate agent is not just a matter of convenience – it can determine whether a deal succeeds or falls apart.
READ: Sellers here’s why a good real estate agent is worth their weight in gold
Cobus Odendaal, CEO of Lew Geffen Sotheby’s International Realty’s Craighall and Randburg offices, underscores that trust, local expertise, and professional qualifications are non-negotiable when selecting an agent.
“A real estate transaction is one of the most significant financial decisions a person will make,” says Odendaal. “That’s why it’s essential to work with a broker who not only has the right credentials but also a deep understanding of the local market and a commitment to acting in your best interests.”
Key Qualities and Qualifications of a Top Agent
Not all real estate agents are created equal, Odendaal stresses. Factors that both buyers and sellers should consider before trusting anyone with such an important financial transaction include credentials, track record, local knowledge, negotiation skills, marketing knowledge and integrity:
- Professional Certification & Industry Credentials: Registered with the Property Practitioners Regulatory Authority (PPRA), additional certifications such as NQF Level 5 or higher, signal advanced training and working within indubitably reputable networks like Sotheby’s International Realty, which ensures adherence to high professional standards.
- Proven Track Record: Years of experience in the specific area and price bracket of the property, as well as demonstrated success in closing deals, with verifiable client testimonials.
- Local Market Mastery: “Hyperlocal knowledge is irreplaceable,” says Odendaal. “A broker must know neighbourhood trends, school districts, zoning laws, and future development plans – details that can drastically affect property value.” Familiarity with recent sales, demand fluctuations, and pricing strategies in the area are also critical.
- Strong Negotiation & Communication Skills: These include the ability to advocate fiercely for clients while maintaining professionalism, and transparency in updates and clear explanations of contracts and processes.
- Trustworthiness & Integrity: A broker should prioritise the client’s needs over quick commissions and provide full disclosure in the event of potential conflicts of interest (e.g., dual agency situations).
READ: Selling: A closer look at an agent’s role
Why Local Knowledge Makes or Breaks a Deal
Odendaal stresses that an agent’s familiarity with the immediate area is crucial.
“For sellers a local expert can accurately price a home by comparing it with recent sales so as to avoid overpricing that leads to stagnation, or under-pricing that can result in profit loss.
“From a buyer perspective, a top local agent can help identify the best-priced properties, they have knowledge of upcoming developments and they can identify potential red flags in an area, such as flood zones or high-noise corridors.
“A broker who doesn’t specialise in your suburb is like a doctor diagnosing a patient without knowing their medical history – it’s risky,” Odendaal says.
The Trust Factor: Why Personal Rapport Matters
Beyond credentials, the relationship between client and broker must be built on trust, and it’s this crucial ingredient that makes a one-time client a repeat client.
“Consistency is key,” says Odendaal. “A reliable agent follows through on promises, from marketing plans to timely feedback. They also have empathy, which means they understand the emotional weight of buying or selling a home.
“Loyalty is key as well. Recommending the best bond originators, attorneys, and inspectors – not just in-house affiliates – shows they prioritise the client’s benefit.”
Odendaal says he’s seen deals collapse because of poor communication or an agent pushing for a quick sale.
“The best brokers build long-term relationships, ensuring clients return for future transactions and refer friends and family.”
Final Advice for Buyers and Sellers
Odendaal’s parting tips:
- Interview multiple agents before committing.
- Ask for a detailed marketing plan (if selling) or a buyer consultation (if purchasing).
- Trust your instincts – if an agent seems dismissive or overly pushy, walk away.
“Your agent should feel like a trusted advisor, not just a salesperson,” Odendaal says. “When you find that right fit, the process becomes smoother, less stressful, and far more successful.”
SEE | The 4 best ways to find serious buyers for your home
According to the Seeff Property Group, agents do not only sell or rent property on behalf of their clients, but also have their ear to the ground in terms of what current property values are, how much properties might sell for, and what is happening in the property market.
With so many newcomers to the market, often making lofty promises of high prices and quick sales, it is easy for sellers to get caught up in the hype. A property which simply sits on the market with no or low offers can be very frustrating for buyers.
The role of a good agent in getting your property sold as fast as possible, and for the best possible price cannot be overstated, says Samuel Seeff, chairman of Seeff. A bad agent could leave you with a lengthy and frustrating sale process.
Regardless of when you are selling, but especially in the current market, it is important to ensure you choose the right agent for your property and market. If you are not aware of who the best agents in your area are, ask around for recommendations from neighbours or friends.
SEE: What is the difference between an open, sole, and dual mandate?
Always meet the agents in person before appointing them:
This will give you a chance to ask questions and assess the agents. Check how long they have operated in the area. Each area is different and local expertise is a vital point of advantage for any seller.
Look for a successful sales track record:
Ask for a list of their recent sales in the area, how long it took to sell, and the prices achieved. A strong sales record is an important indicator of the likelihood of success and that the agent could find the right buyer for the property.
A strong brand and network is another advantage:
An established brand will have a strong online presence for maximum exposure of your property backed by the latest technology and marketing and sales methodologies. They will use best practice to market and sell your property.
Look for someone who will assist every step of the way:
Selling a property is a complex process with many legalities to be taken care of. A good agent will explain the process and guide the seller to ensure they have all the necessary documents and maintenance done for an efficient selling process.
Choosing the right agent to sell your home cannot be over-emphasised, especially if you are selling right now as you will not want to waste time, says Seeff. Choose the right agent and ensure you follow their advice.
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