Understanding Your Estate Agent Needs: How to Identify Areas for Self-Improvement
Being an estate agent is more than a career; it’s a lifestyle AND a constant balancing act. Navigating the fine line between client expectations, market realities, and the ever-changing industry landscape can be stressful to say the least. And whilst checking out the homes and interacting with clients is often fun, agents are prone to finding themselves exhausted, with a pipeline that constantly needs topping up, and little or no safety net.
One of the hardest truths to handle in this highly competitive business is that staying the same means falling behind. To grow or to even maintain your career and your income, self-reflection is not optional—it’s essential. But identifying where you need to improve isn’t always that straightforward. To help you on your way, these are the key areas where I’ve found estate agents hit stumbling blocks, as well as some advice on how you can overcome them.
1. Communication and Responsiveness: Building (or Breaking) Trust
Every client wants to feel like they’re your top priority—even when you’ve got a dozen others on the go. But being responsive isn’t just about firing off quick replies; it’s about ensuring your communication is clear, professional, and empathetic. And never but never reply in anger, frustration or after a night down the pub!
Ask yourself:
How quickly do I generally respond to enquiries? (caveat - you don’t need to reply past dinner time or before breakfast - boundaries!)
Am I usually proactive in updating clients, or do they have to chase me for answers?
Does my communication leave people feeling clear, and reassured about the situation, or do I often have to re-explain?
If you identify any less than ideal answers here, then it’s time to get to work.
A lack of, or badly executed communication can erode trust before you’ve even had a chance to show off your skillset as an agent. Set yourself “ response guidelines” to cover timetables, length of time to respond and check-ins with clients. Also read back everything a couple of times before you send, to make sure it covers everything you want to say clearly, concisely and with confidence.
Improving communication is one of the easier ways to raise your general performance level, strengthening your reputation and keeping your clients loyal—even in tough markets. Deals are made and lost on the back of a decent Whatsapp response. Remember, you’re the guide and the expert and you must lead the way, walking the line between proactive and pushy.
2. Market Knowledge: Standing Out as the Expert
In an age of Google-savvy clients, generic answers no longer impress. Buyers and sellers expect you to know the market inside out, from average property prices per m2 to upcoming developments and hidden gems in local areas. You don’t need to become a statistic-quoting machine to maintain the guise of local expert, but make sure you’ve got the main areas covered so you don’t stumble when asked about your market.
Clients are looking for someone who can guide them with confidence and nobody wants to entrust their largest ever transaction to a “green” agent.
The key here is to stay relentlessly curious. Subscribe to newsletters, read reports, follow the trends, and anticipate what’s coming. The more you know, the more loyal they will be to you, and the more confidence you’ll have.
3. Professionalism and Ethics: Setting Yourself Apart
The fact is, people don’t trust estate agents, and once you get set up in business in this sector, it’s sadly not hard to see why - there are always agents who are working in a shall we say “ethically unsound” way thinking that’s how to make a quick buck. Well those days are over. What these agents don’t realise is that clients are wise to most of these tricks and they certainly won’t be in business for long. The good news is that the worse other agents behave, the easier it is for good agents to stand out, and become the go to person of trust in the area. Believe it or not, for a long and fruitful career, professionalism and ethics aren’t just nice-to-haves—they’re critical. Clients may enter transactions with doubts about your motivations or loyalty. It’s your job to prove them wrong, by doing your job with transparency, integrity, and expertise.
Consider:
Do I present myself as a reliable professional who values long-term reputation over short-term gains?
Do I approach every deal with the clients’ best interests in mind and make this clear to them?
Am I mindful of what my clients are going through in their lives that could impact their attitude towards the transaction?
Your reputation is your currency in this business. Protect it fiercely.
4. Negotiation Skills: The Key to Closing Deals
Negotiation isn’t just a skill—it’s an art. But too often, agents struggle to find the balance between advocating for their clients and maintaining goodwill on all sides.
If you find yourself losing potential sales due to non-accepted offers, it’s worth taking a hard look at your approach. Successful negotiators know when to listen, when to push, and how to stay composed—even under pressure.
Mastering negotiation is fun, satisfying and doesn’t just improve your closing rate; it elevates your entire service and ensures you have happy and grateful clients who’ve achieved their goals. What’s not to like?
5. Client Services: More Than Just Transactions
Exceptional service isn’t just about selling houses—it’s about creating a seamless and positive experience for your clients. If you’re only focusing on the commission, they will sense it and you’ll miss out on getting to know your clients, reading what they need, and building long-term relationships and referrals.
Consider:
Do I ensure my clients understand where we are at all times?
Am I genuinely listening to their concerns, or just ignoring them to race to the end?
Do I make them feel like their needs are my absolute priority, even when I need to be tough sometimes?
When clients feel truly cared for, they put up less barriers and you’re more likely to get the deal through and those all important referrals.
6. Technology and Innovation: Keeping Up or Falling Behind
The real estate industry is evolving ever more quickly, and those who resist technology now risk becoming dinosaurs and losing their market share. Gone are the days of yellowing window cards and pen and paper, we now rely ever increasingly on sophisticated CRM systems, social media and virtual tours. For those in denial, think of it this way - technology isn’t a threat, instead it’s a tool that can help you work smarter and connect with more clients.
Social media, in particular, is a game-changer for agents. It’s not just about showcasing properties; it’s about building your brand, sharing your expertise, and staying visible in a crowded market.
Ask yourself:
Am I leveraging tools like virtual tours and property apps to enhance my listings?
Do I have a strong, consistent online presence?
Am I open to learning new technologies, or am I stuck in old habits?
The agents who embrace innovation will be the ones thriving five years from now.
Where Do You Start?
Improvement can feel overwhelming and like hard work, especially when you’re already spinning so many plates. But you don’t need to fix everything overnight. Start by identifying one or two areas where you sense you may not be performing as well as you could, and make a 3 step plan for each one.
And if you’re not sure where to begin—or you feel stuck—know that you don’t have to figure it out alone. As an estate agent mentor, I help professionals like you pinpoint their growth areas and turn them into strengths. Together, we can take your business to the next level and make sure you’re not just surviving in this industry, but thriving.
Because at the end of the day, self-improvement isn’t about perfection—it’s about progress.
