Unlocking Professionalism In Real Estate
As real estate professionals, many of us have faced a common frustration: unprofessional agents who give the industry a bad name. Whether it’s part-time agents who treat real estate as a hobby or those who fail to provide clients with the attention they deserve, these behaviors damage the reputation of all agents. This lack of professionalism leads to poor client experiences, reinforcing the stereotype that real estate agents are of questionable value. This is a topic that’s been often discussed yet insufficiently addressed in meaningful ways. It’s time to change that.
The Current State Of Affairs
The reality is, the consequences of this unprofessionalism reach far beyond individual transactions. Clients who feel let down by their agents often seek out alternatives to the traditional real estate process, even looking to DIY models that do not offer clients a true fiduciary relationship and the vital expertise needed to buy or sell real estate under the best terms possible. If we don’t address this greater issue, the industry will continue to lose the trust of the public.
Having worked in the real estate industry for years, I know there’s a better way. I’ve had the privilege of helping brokerages and agents build successful, culture-driven businesses that prioritize agent growth and client satisfaction. What I’ve learned is the key to changing our industry’s reputation starts with investing in ourselves and committing to the practices that elevate both our careers and our clients’ experiences.
To transform our industry, we need a clear path forward, one that focuses on consistent education, commitment to the craft, intentional community engagement, and thoughtful adoption of technology.
Education
First, consistent education is crucial for professional growth. Real estate is a constantly changing field, and staying current with new laws, market trends, and technologies is essential. Agents and their brokerages who invest in continuous learning—from established best practices around proven processes and staying up to date on evolving topics, to understanding the implications of regulatory updates that affect the industry — are better equipped to provide actionable insights and avoid the missteps that commonly lead to poor client experiences.
This commitment to leveling up their knowledge establishes agents as trusted experts in their field, which gives consumers the confidence to become their client and creates situations where agents are prepared to consistently deliver successful outcomes. And we know that successful outcomes lead to more business.
A Full-Time Job
Next, we must make real estate a full-time commitment. Agents who treat their career as a side gig do a disservice to their clients and the industry as a whole. Even if an agent doesn’t close a lot of transactions, real estate is not a part time profession. The time required to stay on top of everything that’s going on across the industry, from the local market down to the neighborhood and individual property, requires a full-time commitment.
By being fully dedicated, full-time professionals, agents can provide a consistent level of service that actually builds lasting relationships. When clients know that their agent is equipped to guide them through every step of the process—and even has the time to offer support after the transaction—they’re more likely to trust that agent and recommend them to others because they know they’re committed and trustworthy.
Agent Involvement In The Community
Community involvement is another hallmark of professionalism. Real estate agents are more than just transaction facilitators—we are integral parts of the communities we serve. By participating in and organizing local events, we show clients that we care about their neighborhoods and are committed to making them better places to live.
Whether it’s hosting homebuyer workshops or leading neighborhood improvement projects, agents who engage with their communities build deeper trust and stronger reputations. I don’t see enough full-time agents doing this.
Today’s Client Service
At the core of every great agent’s business is exceptional client service. Too often, clients feel like they’re just another deal in the pipeline. By focusing on providing personalized, attentive service, agents can differentiate themselves from the competition. Listening closely to clients, communicating clearly and consistently, and following through on promises are all crucial to creating the kind of experiences that lead to long-term loyalty and referrals.
It sounds so simple to say but too often agents fail to do these simple things. Stop treating your clients and the communities you engage as just a transaction or commission check, and they’ll stop treating you like an inconvenient necessity.
Leveraging Technology
Finally, embracing technology—without overcomplicating things for the agent or client—can help deliver a consistent and more efficient experience for everyone involved. Researching and integrating the right ecosystem of best-in-class technology tools, designed to meet the requirements of your business is no small task.
When assessing technology, ask yourself:
Does it lend itself to my unique business requirements?
What significant problem does this solve?
Does it reduce steps (create efficiencies) or actually increase them (creates complexity)?
Does it integrate well with my other technology to reduce redundant data entry, and the errors associated with such?
How will this specifically benefit my clients?
Too often I see agents buy the software platform du jour because their friend or some influencer is using it as a signal that it's going to help their business. Technology isn’t about using the most cutting-edge tools for the sake of it; it’s about finding solutions that genuinely make your work easier and allow you to focus on what matters most: your clients.
A New Future For Real Estate
Imagine an industry where consumers don’t hesitate to hire a real estate agent or question their value because they know they’ll receive consistent top-notch service from a knowledgeable, dedicated professional. This should start in two places.
First, as individuals, commit to the practices I've briefly outlined here. You owe it to yourself, your clients, and your fellow real estate professionals. Second, as a brokerage owner or other leader in the organization, demand these practices be followed. Create measures of accountability and lead by example.
By committing to this path—continuous education, full-time dedication, community involvement, excellent client service, and thoughtful use of technology—we can raise the standard for the entire industry.
But if we fail to take action, the consequences are clear. More and more consumers will seek alternatives and try to bypass agents altogether. When clients can’t rely on ‘us’ to provide the professionalism they expect, they will find other ways to buy and sell homes, and the role of the agent will continue to diminish.
This is a critical moment for real estate professionals who care about their careers and their clients. By taking these steps to raise professionalism, we can restore trust in the industry, strengthen our relationships with clients, and create a future where real estate agents are respected and valued for the expertise they bring to the table.
