One things South Africans must get right before buying or selling a home

To succeed in South Africa’s property market, buyers and sellers must choose the right real estate agent, as this can determine whether a deal succeeds or fails.

Cobus Odendaal, CEO of Lew Geffen Sotheby’s International Realty’s Craighall and Randburg offices, explained that an agent should have the right credentials, local expertise, integrity, and trustworthiness.

“A real estate transaction is one of the most significant financial decisions a person will make,” Odendaal said.

“That’s why it’s essential to work with a broker who not only has the right credentials but also a deep understanding of the local market and a commitment to acting in your best interests.”

Odendaal stressed that not all real estate agents are created equal. There are factors both buyers and sellers should consider before trusting anyone with such an important financial transaction.

Importantly, an agent should have professional certification and industry credentials. They should be registered with the Property Practitioners Regulatory Authority (PPRA), and additional certifications such as NQF Level 5 or higher signal advanced training.

Working within reputable networks also ensures adherence to high professional standards.

Checking whether an agent has a proven track record is another good metric. Good signs are if an agent has years of experience in the specific area and price bracket of the property, as well as demonstrated success in closing deals, with verifiable client testimonials.

According to Odendaal, experience in the local market is also crucial. “Hyperlocal knowledge is irreplaceable. A broker must know neighbourhood trends, school districts, zoning laws, and future development plans – details that can drastically affect property value.”

Familiarity with recent sales, demand fluctuations, and pricing strategies in the area is also critical.

“For sellers, a local expert can accurately price a home by comparing it with recent sales so as to avoid overpricing that leads to stagnation, or under-pricing that can result in profit loss.”

For buyers, a top local agent can help identify the best-priced properties, they have knowledge of upcoming developments, and they can identify potential red flags in an area, such as flood zones or high-noise corridors.

“A broker who doesn’t specialise in your suburb is like a doctor diagnosing a patient without knowing their medical history – it’s risky.”

Communication and trust

Odendaal added that buyers and sellers should also consider strong negotiation and communication skills when picking an agent.

These include the ability to fiercely advocate for clients while maintaining professionalism, transparency in updates, and clear explanations of contracts and processes.

Finally, trustworthiness and integrity are essential. A broker should prioritise the client’s needs over quick commissions and provide full disclosure in the event of potential conflicts of interest.

Beyond credentials, Odendaal said the relationship between client and broker must be built on trust. This ingredient is what makes a one-time client a repeat client.

“Consistency is key. A reliable agent follows through on promises, from marketing plans to timely feedback. They also have empathy, which means they understand the emotional weight of buying or selling a home.”

“Loyalty is key as well. Recommending the best bond originators, attorneys, and inspectors – not just in-house affiliates – shows they prioritise the client’s benefit.”

Odendaal said that he has seen deals collapse because of poor communication or an agent pushing for a quick sale.

“The best brokers build long-term relationships, ensuring clients return for future transactions and refer friends and family.”

Odendaal recommended that buyers and sellers interview multiple agents before committing. Sellers should ask for a detailed marketing plan, and those looking to purchase should have a buyer consultation.

“Trust your instincts,” Odendaal said. “If an agent seems dismissive or overly pushy, walk away. Your agent should feel like a trusted advisor, not just a salesperson.

“When you find that right fit, the process becomes smoother, less stressful, and far more successful.”