Choosing the right estate agent is one of the most important decisions you'll make when selling your home. A great agent can sell your property faster and for more money, while the wrong one can cost you months of frustration and leave money on the table. Here's what to look for.
Why your agent choice matters
In South Africa, estate agents typically charge between 5% and 7.5% commission (plus VAT). On a R2 million home, that's R115,000 to R172,500. For that fee, you should expect exceptional service — not just a listing on Property24 and a lockbox on the gate.
The right agent brings local market knowledge, a network of active buyers, professional marketing skills, and the negotiation expertise to extract the best possible price. They should earn their commission many times over.
Key Takeaway
A good agent doesn't just list your home — they price it strategically, market it aggressively, and negotiate skillfully. The difference between a good and average agent can be 10-15% on your final sale price.
What to look for in an agent
Local area expertise
The best agents specialise in specific suburbs and neighbourhoods. They know the micro-market — which streets command premiums, what buyers in the area are looking for, and what comparable homes have recently sold for.
Ask the agent: "How many homes have you sold in this suburb in the last 12 months?" and "What's the average time on market for your listings?" An agent who knows your area will price more accurately and market more effectively.
A strong track record
Look for agents with a proven history of selling homes similar to yours — in terms of price range, property type, and location. Ask for references from recent sellers and actually call them.
- How many properties have they sold in the past year?
- What percentage of asking price do they typically achieve?
- How long do their listings usually take to sell?
- Can they provide references from recent clients?
Professional marketing approach
In today's market, online presentation is everything. Your agent should offer professional photography, well-written listing descriptions, and broad online distribution. Ask to see examples of their current listings.
Red flags: dark or blurry photos, sparse descriptions, or listings that only appear on one portal. A good agent will showcase your home across multiple platforms and social media.
Honest pricing guidance
Beware of agents who tell you what you want to hear. Some agents quote a high price to win your listing, then pressure you to reduce once it's been sitting for weeks. This is called "buying the listing" and it's a common tactic.
A good agent will show you comparable sales data and give you a realistic price range. They'll explain their reasoning and won't shy away from giving you honest feedback — even if it's not what you want to hear.
Communication and responsiveness
Selling a home is stressful. You need an agent who returns calls promptly, provides regular updates (even when there's nothing to report), and is transparent about feedback from viewings.
During your initial meetings, pay attention to how quickly they respond to your enquiries. If they're slow before they have your listing, they'll likely be slower once they've got it.
Sole vs. open mandate
A sole mandate gives one agent exclusive rights to sell your property for a set period (usually 3 months). This incentivises the agent to invest more in marketing since they're guaranteed the commission if the home sells. An open mandate lets multiple agents market your home, but can lead to less individual effort and inconsistent pricing. Most experienced agents prefer sole mandates — and the data suggests homes sold under sole mandates typically achieve higher prices.
Questions to ask before signing
Ask about their marketing plan
Before signing a mandate, ask for a detailed marketing plan. This should include:
- Which portals and platforms they'll list on
- Whether professional photography is included
- Their approach to social media marketing
- How they'll handle viewings and open houses
- How often they'll provide feedback and updates
Understand the commission structure
Commission is negotiable, but don't choose an agent based solely on the lowest rate. A great agent charging 6% who sells your home for R50,000 more is better value than a mediocre agent charging 4%.
Make sure you understand what's included in the commission: photography, advertising costs, floor plans, and marketing materials. Get the agreement in writing before signing.
Check their credentials
In South Africa, all estate agents must be registered with the Property Practitioners Regulatory Authority (PPRA). Ask for their Fidelity Fund Certificate (FFC) number and verify it. An unregistered agent operating without a valid FFC is operating illegally.
Red flags to watch for
Be cautious of agents who:
- Promise an unrealistically high price without comparable sales data to back it up
- Pressure you to sign immediately without giving you time to compare options
- Can't provide recent references from sellers in your area
- Have poor-quality listings online — if that's how they market other homes, that's how they'll market yours
- Are vague about their marketing plan or dismiss your questions about strategy
- Are difficult to reach during the initial consultation phase
Key Takeaway
The best agent for your home is one who knows your area deeply, presents a clear marketing strategy, prices honestly based on data, and communicates consistently throughout the process. Take the time to interview at least three agents before making your decision.
Plotwise tip
Use the "Find Agents Near You" feature on our sell page to discover agents who specialise in your area. Look for agents with active listings in your suburb — it means they're currently working your market and have a pipeline of interested buyers.