Estate Agents: Are We Helping the Homeowner—or Just Chasing the Listing?

When we sit in someone’s lounge and discuss selling their home, are we giving them honest advice—or saying what we think will win us the mandate?

It is an uncomfortable question. As a property practitioner, I believe we should be willing to answer it.

A homeowner deserves more than an impressive valuation and a promise of excellent service. They deserve a clear explanation of what their property could realistically sell for, what supports that view, and what might stand in the way.

Sometimes that means telling someone something they do not want to hear.

Would you tell the truth if it could cost you the listing?

Imagine a homeowner meeting three agents.

Two suggest a similar price range. The third suggests a much higher figure.

Naturally, the higher number is attractive. A home represents years of bond payments, improvements, memories and sacrifice. An extra few hundred thousand rand could make a meaningful difference to the owner’s next chapter.

But the highest number needs an explanation.

Has that agent identified something the others missed? Are there recent comparable sales that support it? Is the home different enough to justify the premium?

Or is the agent hoping to secure the mandate first and discuss a price reduction later?

A higher valuation is not automatically dishonest. Agents can reasonably disagree. But every valuation should stand up to questions.

If we cannot explain the price with evidence, we should question why we are suggesting it.

The homeowner carries the cost of our promises

An agent might see a new listing as another business opportunity. For the homeowner, it could be a retirement decision, a job move, a divorce, an estate to wind up, or financial pressure they have not shared.

If an unrealistic asking price delays a sale, the owner may continue paying bond instalments, rates, levies, insurance and maintenance. They may also lose an opportunity to buy their next home.

Those costs matter.

There are legitimate reasons to test a higher price. A distinctive property, limited competition or a seller with time on their side might justify that approach.

But the homeowner should understand the reasoning, the risks and when the strategy will be reviewed. “Let’s try” needs more substance than a hopeful number.

A listing is the start of the work

Winning a mandate does not prove that we have helped someone.

The work includes preparing the property for market, presenting it accurately, responding to enquiries, qualifying buyers, arranging viewings, sharing feedback and helping the owner assess offers.

It also includes staying in touch when there is disappointing news.

If buyers repeatedly raise the same concern, the seller deserves to hear it. If there are few enquiries, they deserve a discussion about possible causes: price, presentation, exposure, condition or the size of the buyer pool.

Silence leaves the homeowner guessing.

Commission is fair. So is accountability.

Estate agents run businesses. We have expenses, responsibilities and a right to earn a living.

There is nothing wrong with wanting a listing or earning commission for work done well.

The question is whether our advice serves the homeowner’s interests, especially when those interests conflict with an easier sale or a chance to win the mandate.

That applies in both directions. An inflated valuation can harm a seller, but so can pressure to accept an unnecessarily low offer simply to close a deal.

Honest advice should explain the options and trade-offs clearly enough for the homeowner to make an informed decision.

Homeowners: ask us to show our reasoning

Before appointing an agent, ask:

• Which recent completed sales support your suggested price?
• How do those properties compare with mine in size, condition and location?
• Are you using actual selling prices or advertised asking prices?
• What will you do to market my home, and how will you report back?
• If the response is weak, when will we review the strategy?
• What could prevent my home from achieving this price?

An agent may not have every answer at the first meeting. They should be willing to investigate and explain what remains uncertain.

Pay attention to how they respond when you question their recommendation. You are trusting them with a significant decision. Questions belong in that relationship.

Fellow agents, what are we prepared to stand behind?

Would we recommend the same price if the homeowner had already signed our mandate?

Would we give the same advice if it meant losing the listing?

Can we explain our recommendation without relying on “trust me”?

And once we have the mandate, do our actions match what we promised in the lounge?

These questions apply to me as much as anyone else in the industry.

We cannot promise the final selling price or control every buyer’s decision. We can be honest about the evidence, clear about our strategy and accountable for the work we undertake.

So, fellow estate agents: are we helping the homeowner make the right decision—or are we saying what it takes to get the listing?

I would welcome your views, including where you disagree. What does honest advice look like in your business, and how do you demonstrate it to a homeowner?

Willem-Bernard Schulte | eXp South Africa

Cover: AI-assisted editorial design using my portrait.