Choosing the Right Real Estate Agent: What Really Matters?
Selling your property is a major decision, and choosing the right real estate agent can make all the difference in how smoothly—and profitably—the process goes. While many agents may seem qualified on paper, the truth is that most don’t do much once they secure a listing. To ensure you’re working with someone who will truly maximize the potential of your property, you need to ask one critical question:
“What are you going to do to sell my property?”
If the agent doesn’t have a detailed plan or offers generic answers, it’s a red flag. The right agent should provide a clear, actionable strategy tailored to your property. Here’s what you should expect from a top-performing agent.
Avoiding the Trap of Quantity Over Quality
Platforms like Idealista, for example, prioritize listings with 25 or more photos, but this can lead to agents uploading unnecessary or repetitive images—five angles of the same room, for instance. This doesn’t benefit the buyer or the seller. Instead, it wastes time and diminishes the property’s appeal.
The best agents understand that quality matters more than quantity. They focus on showcasing the property in its best light, with a curated selection of high-quality, relevant images that highlight its unique features.
The Non-Negotiables: What a Great Agent Will Do
When interviewing potential agents, look for someone who has a clear plan that includes the following:
Strategic Marketing Campaign:
High-quality photos that capture the essence of your home.
360-degree virtual tours and videos for an immersive buyer experience.
2D and 3D floor plans to help buyers visualize the space.
A professional property description that highlights unique selling points and lifestyle benefits.
A Showbook (Property Magazine):
A bespoke magazine dedicated to your property, showcasing its features in a luxurious and memorable way.Open Houses and Events:
A well-thought-out plan for hosting open houses, ensuring the property gets maximum exposure to serious buyers.Network of Agents and Commission Split:
Collaboration with other agents, sharing commissions to tap into a wider pool of buyers.Custom Property Website:
A dedicated website for your property that includes multimedia content, floor plans, and all relevant details.Social Media Plan:
A targeted campaign across platforms like Instagram, Facebook, and LinkedIn, reaching a diverse audience.Drone Photography:
For houses with large lots or unique locations, drone photography can highlight the property’s surroundings and outdoor spaces.Listing Strategy:
A detailed plan for where and how your property will be listed for maximum visibility, locally and internationally.
Pricing: The Foundation of a Successful Sale
In Spain, overpricing properties is a common mistake that hurts sellers. A competent agent will present you with a detailed pricing report based on market data, competition, and property features. This ensures the home is priced correctly to attract serious buyers while maximizing its value.
Staging and Preparation
An agent should guide you in preparing your home for sale, including:
Staging the property to make it more appealing.
Enhancing curb appeal and addressing minor repairs.
Preparing a plan for how buyers will experience the property during tours.
For example, a skilled agent will know how to structure a showing, starting and ending the tour in the most impactful way to leave a lasting impression.
A Strategy for Bidding
In Spain, many agents assume properties will sell below the asking price, which can result in undervalued sales. Instead, you need an agent who views the asking price as the minimum—setting a competitive tone that encourages bidding. A great agent will:
Create demand through strategic pricing and marketing.
Build urgency among buyers with a carefully managed bidding process.
Push for offers above the asking price when possible.
How to Evaluate an Agent
When interviewing agents, ask for specific examples of their strategies and track record. Look for someone who is proactive, innovative, and willing to go the extra mile.
Here are key questions to ask:
How will you market my property?
What pricing strategy do you recommend and why?
What’s your plan for staging and preparing the home?
How will you handle showings and open houses?
What’s your negotiation strategy to maximize my profit?
The Bottom Line
Selling a property isn’t just about listing it online and waiting for offers—it’s about creating demand, maximizing exposure, and delivering an exceptional experience to buyers. The right real estate agent will have a detailed plan for every step of the process, from pricing and marketing to showings and negotiations.
If an agent doesn’t have clear answers or relies on generic tactics, keep looking. Your property deserves more than the bare minimum—it deserves an agent with vision, strategy, and a commitment to achieving the best possible outcome for you.
