Your real estate agent will make or break your home buying or selling experience: how long it takes, how stressful it is for you, and much money you make – or lose – in the process.
Everyone says to “find someone local,” “get referrals,” or “check online reviews,” but if you’ve ever tried doing that, you know it doesn’t exactly make it easier or lead you to the right choice. None of those things guarantees competence or strategic insight, or accounts for how an agent responds under pressure, how effectively they communicate throughout a high-stakes transaction, or whether they are genuinely aligned with your goals and expectations.
Instead of simply telling you where to look and what to ask, we’ll help you understand why certain questions matter, what kinds of answers to look for, and how to spot signs of true professionalism, or red flags to avoid. And by the end, you’ll have the tools to choose the BEST agent, the perfect fit for you and your unique situation.
I. What Not to Do When Choosing a Real Estate Agent: How to Avoid Getting Pressured or Scammed
Many people assume that an agent recommended by a friend, a relocation company, or a contractor is automatically the best choice. Others feel pressured to commit quickly. But this is a professional relationship with real emotional and financial stakes. If you choose the wrong agent, you could lose time, money, leverage, or worse… have an experience that turns unnecessarily toxic.
You can read our full guide on pitfalls to avoid when choosing an agent here.
What to look out for and avoid:
- Don’t hire the first agent you meet without comparing others.
- Don’t base your choice solely on personality, popularity, or convenience.
- Don’t assume that someone referred by a relocation company or apartment complex is the best choice — these are often paid referrals.
- Don’t skip the interview just because someone comes recommended.
- Don’t sign a contract until you understand the terms, especially cancellation clauses and compensation.
- Don’t ignore red flags like vague answers, pushy behavior, or disorganized communication during early conversations.
Avoiding being pressured or steered:
- Be cautious with “preferred agent” lists from lenders, builders, or apartment managers, these relationships are often pay-to-play and have no real vetting process.
- If someone pushes you to “act fast” or sign right away, slow down. A professional agent should be willing to earn your business, not rush you into it.
- Trust your instincts, but back them up with data.
- Keep control of the process. You’re the one hiring, and it’s OK to say, “I’m still interviewing agent
Be careful of viewing listings before signing an agreement with the agent you choose:
When you click “Request a tour” or “Contact Agent” on Zillow or similar platforms, you’re usually not contacting the listing agent. Instead, you’re being connected with a buyer’s agent who pays Zillow for leads through their “Premier Agent” program.
This agent has likely never seen the house, doesn’t represent the seller, and may not specialize in that area, but Zillow routes your inquiry to them because they’re paying for visibility. The listing agent is sometimes listed as a smaller link (“Listing provided by…”) but is not the default
Although these agents won’t require a formal buyer representation agreement just to show you a house or two, they will almost certainly try to make you their client and sign an agreement with them. Some brokerages are starting to require signed buyer agreements before showing any homes, especially as industry practices evolve post-NAR settlement (more on that below). Some agents may ask you to sign a disclosure (make absolutely sure this is not a contract) acknowledging that they are working with you and may represent your interests.
You are not legally obligated to work with the first agent who shows you a home and we strongly advise finding an agent of your choosing to show you any properties you may be interested in.
II. The Difference Between a Real Estate Agent and a REALTOR®: Does It Matter?
When vetting real estate agents, it is good to know the differences between an agents and a REALTOR®. A real estate agent is anyone licensed to help people buy, sell, or lease property. A REALTOR®, on the other hand, is a member of the National Association of REALTORS® (NAR) and agrees to follow a specific code of ethics that goes beyond what’s legally required. All REALTORS® are licensed agents, but not all licensed agents are REALTORS®.
So, does it matter? Not always, but it can. Being a REALTOR® signals a commitment to ongoing education, professional standards, and ethical conduct. It also gives agents access to tools and industry networks that can benefit their clients, including the local Multiple Listing Service (MLS) and professional grievance systems.
That said, membership alone doesn’t guarantee excellence. There are highly skilled agents who aren’t REALTORS®, and there are average-performing REALTORS®, too. Use it as one data point but not a deciding factor. What matters most is how they work, how they communicate, and whether their results align with your goals.
III. Build Your Shortlist: Start With The Right Kind of Referrals
The goal at this stage is to identify three to five agents who are qualified and potentially a good fit. Taking the time to do this well makes the rest of the process more focused and productive.
Start by asking for referrals from people whose situations closely match yours – ideally, someone who bought or sold a similar type of home, in the same area, within the past year. You might start by asking friends or co-workers if they know anyone who meets those criteria and work your way from there. The more specific the match, the more relevant the agent’s experience will be.
When you get a recommendation, don’t stop at the name. Ask how the agent handled challenges, how available they were, and whether expectations were met or adjusted along the way.
If you don’t any have local contacts, you still have options.
One of the best ways to find an agent in a new area is by asking your current agent, lender, financial advisor, or even your attorney if they have a referral network. Many experienced professionals are connected to national networks of vetted agents and can recommend someone whose track record has already been proven.
If you don’t have a real estate contact at all, consider reaching out to vetted agents in your current city and asking for a referral to someone in your target area. Top agents often know other high-performing agents and they usually won’t refer someone unless they’re confident in their abilities.
IV. Smart Online Research: What to Look For (and What Most People Miss)
Once you have 3 to 5 recommended agents, start by researching their online presence in order to assess how they operate, how they present themselves, and whether they show signs of professionalism, responsiveness, and strategic thinking. Online presence is often a very accurate reflection how an agent shows up for their clients, and knowing what to look for makes all the difference.
Brand Reputation Audit:
At PropertyProsHQ, we start the vetting process by looking at the quality and quantity of results on the first 2 pages of Google (or the first 20 search results). Google the agent’s name, “realtor,” and the city and state. Then we recommend looking for two metrics first:
1. How many of the search results are directly related to that agent? You want to see a minimum of 80%, so 16 out of the top 20 results. This percentage tells you that the agent has a strong online presence and is the minimum benchmark for quality agents.
2. How many of those search results are positive? Some of the results will be generic like website and social media accounts, what are looking for here is if the agent has any positive press or social proof. Are there any news stories or press releases about the agent? What other sites that are unrelated to the agent’s website or socials saying about that agent. We generally want to see some positive opinions or stories about the agent in the top 20 Google search results.
After doing that assessment, start investigating their online presence in terms of their website, Google Business Profile, their personal or team website, brokerage profile, and listings on platforms like Zillow, Realtor.com, or Redfin. You should also check their presence on social media, especially Instagram, Facebook, and LinkedIn.
Here, you’re looking for consistency, professionalism, and effort. Do their profiles align across platforms, or does it seem disjointed and outdated? Do they maintain a clear, current online presence, or are you left guessing about what they actually do?
Search Results Audit:
Google does an excellent job of displaying high-quality agents in search results, both normal websites results and in Google Maps. The algorithm is designed to show at the top those agents who are the best in terms of their expertise, experience, authoritativeness, helpfulness, trustworthiness, and local relevance.
Set your browser location to the area in which you want to find an agent, then search for “real estate agents near me”. Then you’ll want to see if you can find the agent you are researching in the top 25–50 results depending on the size of the area.
You can also narrow this down and investigate the agent’s knowledge and relevance to particular areas of the city or specific neighborhoods by searching for “real estate agent in [area or neighborhood, city and state]”. With a more narrowed search you would probably want to see them in the top 25 or so results.
The higher up in the results you find the agent, the more confidence you can have in them based in Google’s criteria.
Often times the highest results (top 20 or so) are the larger national agencies, so don’t be concerned if the agent comes a little lower down in the results.
Website Audit:
Next, you’ll want to take a deep dive into their website.A well-maintained, professional site suggests that the agent is organized, proactive, and invested in creating a strong client experience. A neglected, outdated or nonexistent site, on the other hand, can be a warning sign. We would recommend never going with an agent who does not have a website.
Look at the content of the site. Are the listings current? Are blog posts or market updates recent and relevant? A strong site may include local market insights, neighborhood guides, video tours, or other original content that demonstrates the agent’s knowledge and involvement in the community.
Also pay attention to how the site is structured. Is it easy to understand what services the agent offers? Are there clear next steps for prospective clients, such as scheduling a consultation, requesting a market analysis, or signing up for updates?
An agent who invests in a thoughtful, well-executed website is likely to approach your transaction with the same level of care.
Google Business Profile Audit:
Similarly, a real estate agent’s Google Business Profile is one of the most useful tools for evaluating how they show up professionally. Start by looking at whether they have a profile at all. A missing or unclaimed profile isn’t just a red flag, it may suggest the agent isn’t serious about visibility or hasn’t kept up with basic best practices in marketing and client service.
In contrast, a complete, well-maintained profile shows they understand the importance of online credibility. An up-to-date, actively managed Google Business Profile reflects a level of care that often translates into how they manage client relationships
Next, look at the quality and quantity of their reviews. Do they have reviews from recent clients? Are those reviews detailed, with specific mentions of the agent’s communication, reliability, and problem-solving skills? Are there consistent patterns, good or bad, across the feedback? You should also look at how the agent responds to reviews. Thoughtful, respectful replies (especially to negative ones) suggest professionalism and emotional maturity, both of which matter when negotiations get tense. You can use this same criteria to assess their reviews on Facebook, Zillow, etc.
Social Media Signals:
Start by checking platforms like Instagram, Facebook, and LinkedIn. You’re not just looking for follower counts, what matters more is the content itself. Are they posting helpful, relevant updates about the market? Do they share behind-the-scenes glimpses into their work with buyers and sellers? Are they educating and informing, or just promoting?
A well-curated social media presence should feel both professional and personal. It should show that the agent understands how to connect with clients in a digital space and that they take the time to maintain a public-facing brand.
On the other hand, an account that’s filled with nothing but “just listed” graphics, reposted memes, or months of inactivity may be a red flag. It could indicate that the agent doesn’t have a clear marketing strategy or simply doesn’t prioritize staying connected with their audience. If an agent can’t clearly communicate value online, it’s fair to question how effectively they’ll represent your interests offline.
Listing Quality:
One of the most telling signs of how an agent will handle your home, or help you buy one, is the way they present their current and past listings. High-quality listings suggest that the agent pays close attention to detail and understands how to position a home for maximum impact.
Start by reviewing several of their active or recently sold listings on sites like Zillow, Realtor.com, or their personal website. Pay close attention to the photos. Are they professionally taken, well-lit, and properly staged? The quality of the visuals matters because most buyers today will first experience a home online.
Next, read through the property descriptions. Are they thoughtfully written, or do they feel like generic templates copied from the MLS? A strong listing highlights benefits, tells a story, and creates a sense of value for potential buyers. Look for signs that the agent understands how to market a home, not just list it. Also, look at the level of detail included. Are there floor plans, 3D tours, or video walk-throughs? Is the listing promoted beyond the basics?
It’s also worth paying attention to pricing. Does the list price seem realistic based on the neighborhood and property type? If the home sat on the market too long or required multiple price drops, that may reflect poor positioning or a lack of strategy.
What Online Presence Reveals:
A strong online presence should demonstrate more than just sales, it should show how the agent thinks, communicates, and solves problems. If everything you see feels surface-level, trust that instinct. It may be a preview of the service experience to come. Whereas a strong digital presence suggests they’re organized, detail-oriented, and committed to doing the job well.
V. Score Metrics: License, Local Experience, and an Agent Scorecard
Once you’ve narrowed your list of potential agents by auditing their online presence, the next step is to evaluate how each one performs in real terms. This section will show you how to verify basic credentials, assess whether an agent is active in your area and price range, and use key performance data to compare your options more clearly.
Confirm Licensing and Active Status:
Before you go any further, make sure each agent on your shortlist is properly licensed and in good standing. Every state has a real estate licensing board or commission where you can look up an agent by name or license number. These public databases will confirm that the agent holds a valid license, show how long they’ve been licensed, and reveal any disciplinary actions, complaints, or lapses in status.
Verifying this information takes just a few minutes, but it’s a step many people skip. Even agents with professional websites and glowing reviews should be checked because credentials can expire, and past issues may not always show up in marketing materials.
A valid, clean license doesn’t guarantee an agent is the right fit, but it’s the bare minimum for trust and accountability. If you find an agent whose license is inactive, recently issued, or tied to disciplinary history, that’s something to take seriously.
Local Experience and Transaction History:
Real estate is hyperlocal, and every market has its own pricing patterns, buyer behavior, and neighborhood dynamics. An agent who regularly handles transactions in your zip code is more likely to price strategically, market effectively, and anticipate common challenges before they arise. Be cautious if an agent hasn’t had recent closings or if most of their experience is outside your target area. Even strong general experience doesn’t always translate to local insight.
Look for evidence that the agent has closed deals of comparable property types in your specific area and price range within the past 6 to 12 months. You can often find this information by looking at the agent’s recent sales history on platforms like Zillow, Realtor.com, or their brokerage website.
Key Metrics to Evaluate Agent Performance:
By looking at a few core metrics, you can begin to separate agents who consistently deliver from those who may simply be busy. These metrics won’t give you the full picture on their own, but they offer a strong foundation for asking better questions when you meet with each agent. Used together, they help shift your decision-making away from guesswork and toward real performance.
List-to-sale price ratio is a strong starting point. For sellers, this number tells you how close the agent typically gets to the original asking price. A higher ratio suggests accurate pricing and effective negotiation. For buyers, you can also ask what percentage of their buyer clients purchase homes below asking, which reveals their ability to negotiate well in competitive markets.
Average days on market is another useful indicator. If an agent’s listings consistently sell faster than the local average, it may suggest strong marketing and pricing strategy. Be cautious, though because unusually fast sales could also mean listings are being underpriced, while very long times on market may point to poor positioning.
Recent transaction volume helps confirm that the agent is active and engaged. While more isn’t always better, a solid number of deals over the past 12 months – especially in your price range – shows they’re working consistently and staying current with market shifts.
Repeat and referral rate is another important metric. While this number may not be publicly available, you can ask directly or look for clues in online reviews. A high rate of returning clients and/or referrals often reflects trust, professionalism, and long-term value, which are qualities that don’t always show up in raw sales numbers.
Use AI to Build a Simple Agent Scorecard:
After collecting information on each agent’s licensing, local experience, and recent performance, the next step is organizing those details in a way that makes comparison easy and objective. You don’t need spreadsheets or special software to do it, AI can help you turn your notes into a side-by-side scorecard in just a few minutes.
Start by opening a chat with ChatGPT (or another AI assistant) and type a prompt like this:
I’m deciding between several real estate agents and would like your help building a scorecard to evaluate them clearly. First, I’ll tell you a bit about my situation. Then I’ll give you what I know about each agent. I’d like you to organize and score them across the categories that matter most to my goals.
Here’s my situation:
– I am a [buyer/seller]
– Property type: [single-family home, condo, townhouse, etc.]
– Location: [city/neighborhood]
– Price range: [$____ to $____]
– Timeframe: [immediate, next 3 months, flexible, etc.]
– My goals: [e.g., sell quickly, get top dollar, buy below asking, find off-market opportunities]
– My expectations for an agent: [e.g., proactive communication, strong negotiator, local expertise, responsive, good under pressure]
Now, here are the agents I’m considering:
Agent 1:
– Licensed since [year]
– Based in [city/neighborhood]
– Sold [#] homes in the past 12 months
– Local sales in my area: [yes/no or how many]
– Average days on market (if known): [#]
– List-to-sale price ratio (if known): [#]%
– Strengths: [describe what stands out so far]
– Concerns: [e.g., communication delays, vague answers, low activity]
– Reviews: [mention tone, volume, any patterns in feedback]
Agent 2:
– [same format]
Agent 3:
– [same format]
Please create a side-by-side comparison and give each agent a simple score in the following areas (1–5 scale is fine):
- Local market experience
- Recent sales volume in my price range
- Listing quality (photos, descriptions, staging, etc.)
- Responsiveness and professionalism
- Google reviews and online reputation
- Negotiation potential (based on list-to-sale ratios or review language)
- Fit for my goals (based on everything above)
Feel free to add your own notes or rankings based on what I’ve provided.
Then, enter your notes for each agent. From there, the AI can create a basic table or rating system that summarizes strengths and weaknesses, based on the categories you care about. You can also ask follow-up questions like:
“Which of these agents seems like the best fit for a seller who wants a fast, full-price offer?”
“Can you help me compare them specifically on negotiation skill and communication style?”
This is not about letting AI choose for you, it’s about using it as a thinking partner to clarify what you already know and help structure your decision. It brings objectivity to a process that can easily get clouded by personality, marketing polish, or pressure to decide quickly.
Putting It All Together:
Taking the time to gather metrics and organize them into a simple scorecard does more than just help you stay organized, it reveals patterns you might otherwise miss. It also prepares you for better conversations during interviews. When you know the numbers, you can ask more focused questions, dig deeper into areas that seem unclear, and avoid being swayed by vague promises or polished sales talk.
Most people choose their real estate agent based on one meeting, a recommendation, or a gut feeling. This step gives you something far more valuable: data-driven perspective.
VI. The Deep-Dive Interview: 7 Custom Interview Questions That Reveal What Matters
Once you’ve narrowed your list down to a few promising agents, the interview becomes the most important step in the process. Most agents are well-practiced at making a strong first impression, which means basic questions won’t tell you much. To make the right choice, you’ll need to ask deeper, more specific questions.
Aim to interview at least two to three agents before making a decision. Even if one stands out early, comparison brings clarity. The interview should be a structured conversation, not a casual chat or quick phone call. Set aside 30 to 45 minutes for each interview and plan to speak either in person or over a video call.
Here are our seven most-important questions to ask an agent:
1. Can you walk me through a recent transaction that was especially challenging — and how you handled it?
Reveals how the agent thinks under pressure, problem-solves, and communicates in real time.
2. How do you typically communicate with clients, and how often can I expect updates?
Tests consistency, clarity, and responsiveness.
3. How do you price a home (or evaluate offers) and how do you balance data with client expectations?
Demonstrates honesty, experience, and ability to manage difficult conversations.
4. Tell me about your current workload — how many clients are you working with right now, and how hands-on are you personally?
Clarifies capacity, service level, team support, and expectations for communication.
5. When’s the last time a deal didn’t go the way you hoped — and what did you take away from it?
Exhibits humility, growth mindset, ownership, and maturity.
6. What do you think most agents misunderstand about today’s market, and how do you adapt your approach accordingly?
Reveals their market insight, critical thinking, and leadership qualities.
7. If I’m not ready to sign with anyone today, what should I expect from you in the meantime?
Shows you how pushy or patient they are, and whether they’re more focused on closing or on service.
The answers to these questions are important, but just as revealing is how the agent responds. Do they answer directly, or do they avoid specifics? Are they thoughtful and focused, or do they rely on vague language and industry buzzwords? The best agents will speak clearly and confidently about their work, take ownership of past challenges, and offer real examples that show how they operate under pressure.
Also pay attention to whether the agent listens as well as they talk. A strong interview isn’t one-sided. Great agents will ask you smart questions too — about your goals, your concerns, your timeline — not just to be polite, but because tailoring their approach depends on understanding your situation.
At the end of each interview, thank the agent for their time and ask if they can send any follow-up materials. For sellers, that might include a sample marketing plan, a comparative market analysis (CMA), or a net proceeds estimate. For buyers, it could be a home search strategy or a list of upcoming opportunities. These materials give you another chance to evaluate how prepared and thorough they are.
Once all interviews are complete, review your notes or recordings while everything is still fresh. Go back to your agent scorecard and update it with your impressions from the conversations. Compare each agent’s responses side by side, not just in terms of what they said, but how well their answers matched your goals, expectations, and communication style.
VII. Red Flag Radar: What to Watch for Before You Commit
Even when an agent looks great on paper and interviews well, there are still certain warning signs that shouldn’t be ignored. Some of the most common issues don’t show up in a resume or online profile, they show up in patterns, tone, or the fine print. Spotting these red flags early can save you time, money, and frustration down the line.
Overpromising is one of the most common traps. If an agent gives you a price that seems too good to be true or guarantees a quick sale without seeing the property or analyzing the market, be cautious. Strong agents are confident, but they’re also realistic — and they should be able to explain how they arrived at their pricing or timeline.
Be wary of agents who offer discounted commission rates without explaining what’s being left out. While lower fees may sound appealing, they often come with reduced service: limited marketing, less negotiation support, or minimal availability. A lower commission might end up costing you more in the long run if your home sits on the market or sells below its potential.
Part-time agents are another concern. Real estate is a fast-moving business, and working with someone who isn’t available during business hours or who’s balancing another job can lead to missed opportunities and delayed responses. You want someone who is fully committed and immersed in the market on a daily basis.
Finally, watch for inconsistent communication during the early stages. If an agent takes days to return your call, misses scheduled follow-ups, or is vague in their answers, that’s unlikely to improve once you’re under contract. Responsiveness is a baseline expectation.
The key is to trust your instincts but also verify with follow-through. If something feels off, it probably is. A professional agent will welcome tough questions, back up their claims with specifics, and make you feel like you and your business matters.
VIII. Performance Milestones and Exit Clauses: Protecting Yourself Before You Sign
You will typically need to sign a listing agreements or buyer representation agreements when picking an agent. A listing agreement is used when you’re selling a property and gives the agent the exclusive right to market and negotiate the sale on your behalf for a set period of time. A buyer representation agreement is used when you’re purchasing a home and outlines the agent’s responsibilities to you as a buyer, including helping you find properties, schedule showings, and negotiate offers.
Both agreements typically include the length of the contract, the scope of services, and the conditions under which compensation is earned. Once signed, they are legally binding, which is why it’s important to understand what you’re committing to before moving forward. Like any professional agreement, there should be clear expectations about what will happen, when it will happen, and what your options are if it doesn’t.
Many clients assume they’re locked in once paperwork is signed, only to find themselves frustrated weeks later when communication drops off or momentum stalls. That’s why it’s important to establish performance milestones up front and to discuss what happens if the partnership isn’t working. A fair, well-structured agreement benefits both sides and sets a strong foundation for accountability.
Most standard listing and buyer representation agreements do not automatically include a formal exit clause, but that doesn’t mean you’re without options. Many agents and brokerages are willing to offer a cancellation policy if it’s requested up front. The key is to discuss it before you sign, not after problems arise.
In a listing agreement, an exit clause usually takes the form of a written term allowing the client to cancel after a certain period — often 30 days — with written notice and no penalty. In some cases, a broker may require reimbursement for out-of-pocket marketing expenses if the contract is canceled early, but this should be clearly stated in writing.
For buyer representation agreements, early termination can be more restrictive depending on the brokerage. However, many agents will offer a “no obligation” period or allow cancellation upon request, especially if expectations haven’t been met. Again, the best time to ask about this is before you sign.
If you want more flexibility, ask the agent to include language in the “additional terms” section of the agreement that allows cancellation with reasonable notice if communication breaks down or progress stalls. While not all agents will agree to this, those who are confident in their service are often open to it.
If the agent promises you can walk away at any time, make sure that promise is reflected in the agreement and not just stated verbally. A written commitment, even if informal, gives you peace of mind and a clear path forward if things don’t go as planned.
Bringing up performance milestones or exit terms is about setting clear expectations from the start. A professional agent will understand that you’re making a serious decision and will likely respect your desire to put basic guardrails in place. Framing the conversation as a mutual accountability agreement keeps the tone collaborative. Strong agents don’t shy away from structure; they welcome it because it builds trust and clarity from day one.
The difference between a smooth, profitable real estate transaction and a stressful, costly one almost always comes down to the quality of the agent. It’s not just about finding someone you get along with — it’s about choosing someone who knows how to protect your interests, anticipate problems before they happen, and guide you through high-stakes decisions with clarity and confidence.
IX. Conclusion: The Agent You Choose Will Either Make or Break Your Deal
The real estate process is too important – and too complex – to leave in the hands of someone unqualified, disorganized, or simply out of sync with your goals. Choose well, and you’ll barely feel the pressure of the process. Choose poorly, and you’ll carry the emotional and financial cost long after the deal is done.
The PropertyProsHQ directory is also a fantastic resource to find and research vetted real estate agents. We provide directory listings to agents who are at the top of their field, have a strong reputation, understand their local market inside and out, and who most importantly, put their clients first.
Author: PropertyProsHQ
We are a nationwide real estate directory site of vetted agents and investors.
