How to Choose a Good Estate Agent: Checklist, Questions, and Red Flags

You get one shot at your sale. Pick the wrong agent and you can lose time, sleep, and thousands. Pick well and you’ll get tight pricing, sharp marketing, and negotiations that actually put money in your pocket. I live in Auckland with my daughter Elara, and I’ve learned the hard way that the “friend of a friend” method is not a plan. Here’s the plan.

TL;DR: The fast answer

Shortlist three agents with recent, local sales like yours. Verify their license and recent results. Compare their pricing strategy, marketing plan, and fee structure in writing. Interview all three using the same questions. Choose the agent who backs claims with data, not bravado, and who gives you a clear 30-day action plan with dates, channels, and costs.

• Track record that matches your property type and price bracket beats big promises.
• Ask for list-to-sale price ratio, median days on market, and withdrawn-rate in your suburb.
• Don’t chase the highest appraisal-probe the pricing method and supporting comps.
• Insist on a written marketing schedule, not just “we’ll put it on the portals.”
• Compare fees net of value delivered, not percent alone.

Step-by-step: How to pick an estate agent without regret

1. Define your goal and constraints. Are you maximising price, prioritising speed, or balancing both? Do you have a firm move date, a purchase that depends on your sale, or tenants in place? Your goal shapes the strategy: auction vs private treaty (NZ/AU), sealed bids (UK), list-now vs pre-market warmup.

2. Build a shortlist of three. Use recent sold boards, major portals, and local suburb reports. Filter for agents with at least three sales in the last six months within 15% of your expected price and within 2 km (city) or relevant school zone/amenity cluster. If you’re rural or lifestyle, pick agents who’ve sold lifestyle blocks, not just apartments.

3. Verify the basics. Check license status and any complaints with your local authority (in NZ: REA public register; UK: Property Ombudsman membership; US: state real estate commission). A clean record doesn’t prove skill, but problems here are a hard no.

4. Ask for proof of performance. Don’t accept “we sell fast.” Ask for:

   • Median days on market for your suburb and their last five comparable listings.
   • List-to-sale price ratio for comps (how close to asking they get).
   • Percentage of listings that withdraw or expire unsold.
   • How many active buyers they’re currently working with in your price band.

   Reputable agents track this. If they can’t show it, assume the numbers aren’t great.

5. Demand a data-based price strategy. A good appraisal isn’t a flattering number-it’s a method. Ask for three recent comparable sales, adjustments for differences (land, condition, school zone), and their launch price strategy (pricing bands, auction reserve guidance, or private treaty range). Push for “why” and “what if we’re wrong?”

6. Get the marketing plan in writing. You want a dated schedule: pro photography and video, floor plan, copywriting, staging advice, portal upgrades, social/retargeting, email to buyer database, open-home cadence, freshen-up timing at day 21 if no offers. Ask who pays for what and how success will be measured (enquiry, inspections, offers).

7. Compare fees the smart way. Look at total cost: commission, GST/VAT/sales tax, marketing outlay, cancellation terms, and extra fees (auctioneer, premium listings). Expensive can be cheap if they add tens of thousands in final price. Cheap can be expensive if the property lingers and goes stale.

8. Interview for fit and negotiation skill. Good negotiators ask tough questions and listen. In the meeting, notice if they dig into buyer motivations, your constraints, and micro-market triggers (like school enrollment dates). Ask them to role-play a lowball offer right there; listen to how they respond.

9. Check references-properly. Ask for two sellers from the last six months. Call them. Ask what surprised them, what went wrong, and how the agent handled it. If you can, attend one of the agent’s open homes anonymously to see the real engagement quality.

10. Read the agency agreement like a hawk. Clarify sole vs multi-agency, exclusivity period, early termination, withdrawal fees, buyer introduction clauses, and who owns the marketing assets (photos/video). Shorter exclusivity with clear performance checkpoints is safer.

11. Decide using a scorecard, not gut alone. Weight what matters: pricing method (25%), marketing plan (20%), track record (25%), communication/fit (15%), fees/terms (15%). Tally and choose the best net value.

12. Lock accountability. Before you sign, get a 30-day plan with dates, deliverables, and the point where strategy changes if enquiry is soft. Put it in the agency agreement as a schedule.

What good looks like: benchmarks, data, and real-world examples

There’s no one “best” agent, only the best for your property and goal. Still, patterns are clear. Industry bodies like REINZ (NZ), the National Association of Realtors (US), and The Property Ombudsman (UK) all emphasise local expertise, transparent disclosures, and documented marketing as the backbone of good outcomes.

Benchmarks and heuristics you can actually use

• DOM vs suburb median: If your suburb’s median days on market is 35 and an agent’s comps average 28, that’s a good sign. If they’re at 50 in a 35-day area, ask why.
• List-to-sale price ratio: Consistently achieving within 2-3% of asking (for comparable listings) suggests accurate pricing and strong negotiation.
• Withdrawal rate: A high rate hints at overpricing and poor buyer management. Healthy agencies have low withdrawals and clear post-launch adjustments.
• Open-home conversion: Track record of turning inspection traffic into written offers within 2-3 weeks is a good operational marker in balanced markets.

Example: Auckland family home - You’re selling a 3-bed in Mt Albert. Agent A shows three recent sales on your side of the rail line, similar land size, similar school zones, and explains why Number 12 went $55k over because of a renovated kitchen. Their plan: twilight photography, staging edit (not full stage), premium Trade Me listing, and a database email to 285 active buyers in the $1.1-$1.3m band. They propose a price range with a review after the first two open homes. Agent B quotes a higher price but can’t show comps on your street and hand-waves marketing. Agent A gets the job-because their method reduces guesswork.

Example: UK flat - A 1-bed in a Zone 3 block with mixed lease lengths. Your winning agent explains lease length impact on mortgageability, shows how they priced in service charges, and has done three sales in the building. They push targeted ads to renters turning into first-time buyers and time the launch mid-week for Saturday viewings. That’s specificity you can bank on.

Example: US suburb in a shifting market - After 2024’s changes to buyer-broker compensation in the US, a strong listing agent clearly explains how buyer agent fees will be handled in your sale, drafts buyer-side compensation language for your listing, and adjusts pricing/credits to match local norms. They’re ahead of policy and reduce deal friction.

Ranges vary by suburb, property type, and competition. Don’t fixate on the lowest percent-model the likely net outcome after marketing quality and negotiation strength.

Checklists, questions, and red flags

Use this as your field kit. Print it. Take it to interviews. The best way to choose estate agent talent is to ask the same questions of all candidates and compare like for like.

12-point seller checklist

• Three fresh local comps with adjustments-do they make sense?
• Written 30-day marketing schedule with dates, channels, and costs.
• Agent’s median DOM vs suburb median for similar homes.
• List-to-sale price ratio for comparable listings.
• Withdrawn/expired rate and reasons.
• Proof of buyer database depth in your price band.
• Staging advice with cost/benefit and alternatives.
• Open-home plan: frequency, reporting format, next-step triggers.
• Fee breakdown: commission, taxes, marketing, extras, and exit terms.
• Handling of low offers: scripted process and escalation path.
• Communication rhythm: weekly written reports, call cadence.
• References from the last six months you can call.

Interview questions that separate pros from pretenders

• “Walk me through how you priced these three comps and the adjustments you made.”
• “If we get no written offers in the first two weeks, what exactly changes in week three?”
• “Show me your last five campaigns: photos, copy, ad targeting, and results.”
• “Role-play a buyer offering 8% under ask. How do you respond and re-anchor?”
• “What percentage of your listings withdrew last quarter, and why?”
• “How will you handle buyers without an agent in markets where buyer compensation is changing?”
• “What are the top three things that will cost me money if we get them wrong?”

Red flags worth walking away from

• They price high “to see what happens” without a contingency plan.
• Vague marketing: “We’ll put it on the portals and wait.”
• They dodge data, won’t show comps, or cherry-pick results.
• Long exclusivity with painful exit fees-and no performance checkpoints.
• They pressure you to sign now, or belittle other agents instead of clarifying their own method.
• They never ask about your constraints (timing, finance, tenants, kids). If they don’t care now, they won’t care mid-sale.

Handy rules of thumb

• 3-3-30 rule: Speak to 3 agents, demand 3 data points (DOM, list-to-sale ratio, withdrawn rate), and request a 30-day plan.
• Price banding: Launch within the search bands buyers actually use (e.g., 999k vs 1.02m) to maximise portal visibility.
• First 14 days matter: Most serious buyers see new listings fast. If enquiry lags, adjust marketing or price by week three.
• Photos sell the click: Professional photos and copy are non-negotiable; they lift click-through and foot traffic.

FAQ and what to do next

How many agents should I interview? Three is ideal. It balances perspective without creating decision fatigue, and lets you benchmark claims fairly.

Is a higher appraisal a red flag? Not automatically. It’s a red flag if it’s not backed by comps and a strategy to defend that price to buyers and valuers.

Should I go with the cheapest commission? Only if the marketing and negotiation plan is equal or better than others. A strong negotiator can add multiples of the fee in final price.

Auction or private treaty? Depends on local norms, property uniqueness, and market heat. In parts of NZ and AU, auctions can flush out top buyers fast. In cooler markets or where financing is complex, private treaty may suit better. Your agent should justify the choice with recent case studies.

Do I need to pay for staging? Not always. Many gains come from a “stage edit”: declutter, neutral linens, minor repairs, curb appeal. Ask for a costed plan and test key rooms first (living, master, kitchen).

What if the market shifts mid-campaign? Good agents have a week-three pivot ready: new hero photo, price band adjustment, buyer re-targeting, refreshed copy, and proactive calls to warm buyers who hesitated.

How do I compare agents if I’m selling a unique property? Look for adjacent experience-e.g., lifestyle blocks if you’re semi-rural, character homes if you have heritage constraints. Then lean heavier on marketing craft and buyer matching rather than pure comps.

What about regulation and consumer protections? Check your local authority: REA in NZ, state real estate commissions in the US, and redress schemes like The Property Ombudsman in the UK. Confirm the agent’s membership and complaint history.

Can I switch agents if it goes wrong? Yes, but watch exclusivity terms and withdrawal fees. Before switching, run a structured “reset” with your agent: new pricing band, fresh visuals, and a 10-day blitz. If they won’t pivot, end the agreement per contract and relaunch cleanly.

Next steps by scenario

• I need top dollar and have time: Choose the best marketer-negotiator combo. Go hard on pre-launch prep, stage-edit, and premium portal placement. Consider a two-phase campaign: private buyer preview week, then public launch.
• I need a fast sale: Price into the heart of the buyer band, compress your campaign timeline, increase weekday and twilight showings, and use scarcity tactics (deadline for offers). Choose an agent who thrives on momentum.
• I’m selling tenanted: Pick an agent experienced with notice periods and access coordination. Adjust marketing copy to appeal to investors (yield, rental history) or plan a vacant relaunch date.
• I’m remote or time-poor: Insist on weekly written dashboards: enquiries, inspections, buyer feedback themes, and next steps. The best agents won’t make you chase updates.
• High-end or unique: Prioritise bespoke marketing-PR outreach, editorial-grade photography, long-form video, and private viewings. You want an agent with a credible buyer network, not just portal exposure.

How I run it at home - In Auckland, I start with suburb sales reports and walk the open homes of the agents I’m considering. I listen to how they talk to buyers, not just me. I ask each one for their 30-day plan and a real case, warts and all. Elara rolls her eyes when I time their follow-up calls, but speed and quality of follow-up tell you almost everything about how your campaign will run.

Your move: book three interviews this week, use the scorecard and checklist above, and make the decision by data. The right agent will welcome your questions, not dodge them.