The estate agent you choose will have a significant influence on how quickly your home sells and the price you achieve. Yet many sellers choose their agent based on whoever approached them first, or whoever quoted the highest price for the property. Having been in this business since 2012, I can tell you that both of those approaches often lead to disappointing results.
PPRA Registration
The starting point is to verify that any agent you consider is registered with the Property Practitioners Regulatory Authority, known as the PPRA. This is a legal requirement in South Africa. An agent must hold a valid Fidelity Fund Certificate to legally accept mandates and earn commission. Ask any agent for their FFC number and verify it on the PPRA's online register.
Local Knowledge and Track Record
A good agent knows your suburb. They should be able to tell you what comparable properties have sold for in the past six months, how long those properties were on the market, and what the current buyer demand looks like. Ask the agent to show you their recent sales record in your specific suburb. How many properties have they sold there in the past twelve months? What did those properties sell for relative to the asking price?
Honest Pricing, Not Flattery
One of the most common problems in the industry is agents quoting inflated valuations to win a mandate. The seller hears the high number, appoints that agent, lists at an unrealistic price, and then sits on the market for months while the agent pushes for a price reduction. This is one of the key reasons properties stop selling — something I cover in my article on why your house might not be selling.
An agent who gives you an honest market valuation, even if it is lower than you hoped, is the agent who is actually working in your interest.
Marketing Strategy and Tools
Ask each agent exactly how they will market your property. A professional marketing strategy should include quality photography, listings on Property24 and Private Property, social media promotion, database marketing to active buyers, and a well-organised show day programme. Photography matters more than many sellers realise. Most buyers begin their property search online and poor photographs reduce enquiries significantly.
Communication and Service Standards
Selling a property is not a passive process. You need an agent who will keep you informed with regular updates: how many enquiries came in, who viewed the property, what feedback buyers gave, and what the next steps are. I make it a standard practice to update my sellers after every viewing with honest buyer feedback.
Questions to Ask When Interviewing Agents
- How long have you been active in this specific area?
- How many properties have you sold in this suburb in the past twelve months?
- Can you show me comparable sales data to support your valuation?
- What is your marketing strategy for my property?
- Are you PPRA-registered and can I see your Fidelity Fund Certificate?
- How will you communicate with me during the sale process?
- What is your commission rate?
Conclusion
The right agent has verifiable local experience, honest market knowledge, a professional marketing approach, and the communication skills to keep you informed. Once you have appointed the right agent, the next step is understanding what costs you will incur as a seller and what documents you will need to gather.