Selling your home is a big step, and choosing the right agent can make all the difference. A great agent doesn’t just list your property - they know how to price it correctly, market it effectively, and negotiate with confidence to get the best result in the shortest time.
READ: Ask an agent: Your top real estate questions answered
But with so many agents out there, how do you know who’s the real deal?
David Jacobs, Regional Manager at the Rawson Property Group, shares his advice on what to look for in a top-performing real estate agent - and how to avoid common pitfalls that could leave your property lingering on the market.
1. Look beyond the basics
Every agent can hand you a business card and claim to be a “local expert,” but selling a home quickly and profitably takes more than a glossy pitch. It requires strategy, market savvy, and emotional intelligence.
“Selling a property isn’t just about square metres and ceiling heights,” says Jacobs. “It’s about understanding people - both the seller and the buyer. The right agent will tell your home’s story in a way that connects.”
In short, you want someone who’s as skilled with people as they are with property.
2. Check their marketing toolkit
The best agents evolve with the market. A strong marketing plan now includes professional photography, video walkthroughs, social media targeting, and data-driven pricing strategies.
Jacobs explains: “It’s not enough to just post a listing online. Agents need to be proactive, using every tool to attract qualified buyers quickly.”
When interviewing agents, ask for specifics. How do they market properties? Can they show examples of past campaigns? How many views did their last listing get online? Details like these matter.
3. Expect honesty - Even when it hurts
Everyone wants to hear their home is worth a fortune. But inflating the price to win your listing can lead to weeks or months on the market, repeated price reductions, and missed opportunities.
“A great agent tells you what you need to hear, backed by data - comparable sales, local trends, and buyer behaviour,” says Jacobs.
Find out how much homes in your area are selling for - click here
If a price seems too good to be true, ask for proof. Review their track record. How many homes have they sold in your area, and how close to the asking price did those sales land?
READ: Lesser-known neighbourhoods with homes under R2m in Gauteng's popular suburbs
4. Test their hustle
Want to know how hard an agent will work to sell your home? Observe how they work to earn your business.
Do they arrive on time? Come prepared with research? Offer practical staging tips? Follow up promptly after your initial meeting?
“An agent’s work ethic is usually obvious from the start,” Jacobs notes. “You want someone responsive, informed, and solutions-focused—not someone who calls back days later with generic answers.”
5. Trust your gut - with backup
At the end of the day, you want to like the person you’re working with. You’ll share details about your home, finances, and reasons for moving, so personal trust is key.
That said, do your homework. Check credentials, read reviews, ask for client references, and ensure they belong to a reputable agency with support systems and a proven track record.
“Working with a recognised brand means your agent is backed by an experienced team, leading tech tools, and quality control,” Jacobs adds. “It’s peace of mind for you and a boost for your sale.”
Choosing the right agent isn’t about flashy business cards or loud pitches. It’s about finding someone who understands your market, gets your goals, and has the drive to make them happen quickly. Interview multiple agents, ask the tough questions, and trust your instincts. When you find the right fit, selling your home becomes a lot easier.
READ: How to spot and secure a bargain property in South Africa
Even experienced buyers and sellers can find property transactions complicated. “The world of property can be overwhelming - especially for first-time buyers - without the advice of a qualified agent,” says Adrian Goslett, Regional Director and CEO of RE/MAX Southern Africa.
A report by RE/MAX LLC highlights common concerns:
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Buyers often need help researching listings, defining priorities, and understanding home repairs or renovations.
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Sellers usually need guidance on pricing, navigating the sales process, and finalising the deal.
A skilled agent can guide both sides, offering expert advice and helping negotiate a smooth, successful transaction.
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