Ensuring Your Realtor Delivers True Value

When you hire a realtor, you’re investing a significant amount (often around 3% of your home’s price) so you want to ensure they’re worth every penny. Agents operate differently, and what you value in a realtor might not be the same as someone else. Maybe you need a master negotiator, or perhaps you want someone who’s always a phone call away. Here’s how to make sure your realtor delivers the value you’re paying for, with insights from business experts to guide you along the way.

First, be clear about what you expect and hold them to it. Are you looking for an agent who can secure the best price, or do you need someone who’s a market expert, guiding you through local trends? Spell out your priorities during your first meeting—whether it’s daily updates or a knack for finding off-market listings—and ask how they’ll meet those needs. In Good to Great, Jim Collins writes, “Great vision without great people is irrelevant.” Your vision for the homebuying process needs a realtor who can execute it. If they can’t explain how they’ll deliver on your goals, like providing a detailed breakdown of comparable sales, they might not be the right match.

Next, focus on their initiative. A valuable realtor doesn’t wait for problems to arise, they spot potential issues early and take action. For instance, if you’re buying in a competitive market, you might want an agent who reaches out to listing agents for intel before you even make an offer. In The Millionaire Real Estate Agent by Gary Keller, the author recounts an agent who proactively arranged a pre-inspection for a buyer, catching a plumbing issue that saved them from a bad deal. When interviewing agents, ask for examples of how they’ve taken the lead in past transactions. A realtor who’s already suggesting solutions (like lining up a backup lender in case of delays) is likely delivering real value.

Another key is their accessibility. You’re paying for a partner, not a ghost. A good realtor is responsive and makes sure you understand every step, from offer to closing. If they’re hard to reach or leave you in the dark about what’s next, they’re not earning their fee. In The 21 Irrefutable Laws of Leadership, John C. Maxwell states, “People don’t care how much you know until they know how much you care.” A realtor who answers your questions promptly and explains complex terms—like escrow requirements—in plain language shows they’re committed to your experience. Early on, test their responsiveness: send a question about the process and see how quickly they reply with a clear answer. This comes with the caveat that they are people as well and not robots. Set expectations early about when they can be reached and what method (call, email, text) works best for fast results. Make sure “office hours” and communication modes work for you.

Lastly, evaluate their performance against your expectations. A realtor’s value shows in their results—whether that’s negotiating a lower price, securing a fast closing, or handling last-minute hiccups. Keep track of what they promised versus what they deliver. Did they vow to market your home aggressively and bring in multiple offers? Did they follow through? As leadership expert Ken Blanchard once said, “Feedback is the breakfast of champions.” Mid-process, give your realtor feedback on what’s working or not, and see how they adjust. If they’re not meeting your standards—like failing to negotiate repairs you requested—it might be time to have a tough conversation or find someone new. Remember to structure your agreements in such a way that you can have those tough conversations. When you sign a contract with a Realtor they’re entitled to compensation for services provided so make sure you front load the trust bridge.

Getting what you pay for in a realtor boils down to setting clear expectations, valuing initiative, demanding accessibility, and tracking results. Be upfront about what you need, look for agents who take proactive steps, and ensure they’re communicative and accountable. With these steps, you’ll turn that 3% fee into real value: a seamless process, a better deal, and the confidence that you’ve got a true partner in one of life’s biggest decisions.