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FAQ: Changing the Narrative for Real Estate Agents
Real estate agents are undervalued due to industry messaging and self-perception. The solution involves agents reframing themselves as senior-level executives and communicating their expertise—data analysis, risk management, negotiation—to rebuild public trust.
Real estate agents are perceived as overpaid paper pushers and not taken as seriously as professionals like lawyers. This is due in part to how agents market themselves and communicate their value.
Courtney Poulos is the founder and broker-owner of ACME | SERHANT. in Los Angeles. She is developing workshops and seminars to help agents build messaging that resonates with clients, the press, and regulators, aiming to reverse the negative narrative.
She learned the importance of audience-centric messaging: starting with what matters to the client rather than what impresses peers. Agents often market to each other using metrics that clients don't care about.
Agents should see themselves as senior-level executives performing complex tasks like data analysis, risk management, negotiation, and client relationship management. They should communicate that they protect, navigate, and clarify for clients.
A client chose to rent their property instead of selling and tried to negotiate her commission down below the marketing costs she had already spent on the listing, showing a lack of respect for her work.
The first session launches in Orlando this week and is open to agents from any brokerage.
They can reach out to courtney@acme-re.com.
To clarify to the public that agents are experts who deserve their compensation, and to reverse the narrative about agent value, especially given the positive aspects of the housing market.