Choosing a real estate agent is one of the most consequential decisions in a property sale. The right agent can mean the difference of tens of thousands of dollars at settlement. The wrong one can leave your property sitting on the market, building up days on market and losing perceived value week by week.
Most sellers interview two or three agents and choose based on the highest appraisal figure or the lowest commission. Both are the wrong criteria. Here are the five questions I think you should actually be asking — and what good answers look like.
Question 01
"How many properties have you personally sold in my suburb in the last 12 months?"
Local knowledge isn't a marketing phrase — it's a functional advantage that shows up in every part of a campaign. An agent who has been working your suburb consistently knows the buyers who are active right now, the price points that are realistic versus aspirational, which streets command premiums and why, and what objections buyers in that area tend to raise. A generalist covering half the Gold Coast won't have any of that. Ask for specifics: how many sales, what price range, how long did they take.
Question 02
"What campaign strategy are you recommending for my property — and why?"
There is no single right answer to this question, but a good agent will have a specific, reasoned recommendation based on your property's price point, your timeline, your personal situation, and current buyer demand in your area. If they immediately default to auction without explaining their reasoning — or push private treaty without considering alternatives — that's a sign they're running a standard playbook rather than thinking about your specific situation. The right strategy for a $750K home in Highland Park right now is different to the right strategy for a $1.8M home in Carrara. Ask them to walk you through their reasoning.
Question 03
"What will you do beyond a standard portal listing?"
Photography, a realestate.com.au listing, and an open home on Saturday is the absolute minimum. Ask what happens beyond that. Do they run targeted suburb-specific digital campaigns? Do they have an active buyer database they'll contact directly? Do they produce video content? Do they market on social media and if so, how? The best agents are proactive marketers, not just listing managers. The difference in buyer reach between a minimal campaign and a well-executed one is significant — and that difference shows up in the final sale price.
Question 04
"Can you show me sales you've personally negotiated — not just comparable sales in the area?"
Any agent can pull a comparable sales report. Ask specifically about their own results. What did they list it for, what did it sell for, how many days on market, and what was the campaign method? Patterns tell you much more than cherry-picked examples. An agent who consistently achieves at or above their initial appraisal figures, with short days on market, is demonstrating genuine market knowledge and negotiation ability. An agent who regularly sells below their initial appraisal or takes extended periods is telling you something too.
Question 05
"How will you keep me informed during the campaign?"
Poor communication is the most consistent complaint sellers have about real estate agents, and it's entirely preventable. Ask upfront: will you get written feedback after every inspection? Weekly campaign updates? Same-day call-backs? What's their typical response time? Set the expectation before you sign, not after you're already under contract and feeling in the dark. A good agent will welcome this question and have a clear answer.
One more thing: the cheapest commission isn't the best value
The difference between a 2% and 3.5% commission on a $950,000 property is $4,750. A great agent who negotiates $25,000 more for your property has more than covered that gap. Commission shopping is understandable — it's a significant cost. But it should be one factor among many, not the primary decision driver.
What actually matters: Does this agent know my market? Do they have a clear, specific strategy for my property? Do they communicate well? Do their past results reflect genuine skill? If the answers to those questions are yes, the commission conversation becomes much simpler.
"The goal isn't the cheapest agent. The goal is the agent who delivers the best result — and those are rarely the same person."
A Note on This Post
I'm aware that writing a guide on "how to choose an agent" as an agent myself is somewhat self-serving. So I'll be direct: ask me these questions. I'll answer all of them honestly, including the ones where the honest answer might not be what you want to hear. If I'm not the right fit for your property, I'll tell you that too. Book a free appraisal and let's have the conversation.