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FAQ: Changing the Narrative on Real Estate Agents' Value
Real estate agents face a perception problem where they are undervalued and seen as overpaid paper pushers. Courtney Poulos emphasizes that agents must adopt senior-level executive thinking and improve client-centric messaging to rebuild public trust.
Real estate agents are undervalued and perceived as overpaid paper pushers, leading to disrespect and negotiation of commissions. This perception is partly due to the industry's failure to communicate its true value.
Courtney Poulos is the Founder of SERHANT. CA and Team Lead of ACME | SERHANT. in Los Angeles. She is participating in Harvard University’s Advanced Management Development Program (AMDP) at the Graduate School of Design, graduating in July.
She refers to the industry's responsibility for how agents are perceived. Agents need to reflect on how they show up, communicate, and position themselves rather than blaming external forces.
The lesson is audience-centric messaging: starting with what matters to the client rather than what makes agents look credible to peers. Agents often market to each other instead of explaining their value in plain terms.
Agents should see themselves as senior-level executives and communicate their work as data analysis, risk management, negotiation, and client protection. They need to rebuild public trust through clear messaging that highlights their expertise.
She is developing workshops and seminars to help agents build effective messaging. The first session launches in Orlando and is open to agents from all brokerages.
Agents interested can reach out to courtney@acme-re.com for more information.