Whether you’re stepping into the real estate market for the first time or you’ve done this before, selling a home in today’s U.S. market is no easy feat. It’s complex, competitive, and deeply personal. That’s why nearly 89% of home sellers hire a real estate agent to guide the process, according to Zillow’s latest Consumer Housing Trends Report. The right agent doesn’t just list your property — they know how to attract serious buyers and close at the best price. But how do you choose the right one?
Start with online research. Platforms like Zillow, Realtor.com, and Redfin allow you to browse agent profiles, compare past sales, and read client reviews. Pay close attention to how agents respond to neutral or even negative reviews — it often reveals more than the review itself. Once you’ve shortlisted a few candidates, don’t stop there. Too many sellers (59%) only contact one agent. Treat this like a job interview. Speak to at least three candidates and ask them the same set of critical questions.
Ask about their experience. A seasoned agent can navigate market cycles, price strategies, and negotiation tactics with confidence. Newer agents may be more tech-savvy and hungry for success. Either is fine — just make sure their strengths match your needs. Also, ask whether they work primarily with buyers or sellers. A seller-focused agent will better understand your pain points, timelines, and local listing trends.
How many clients do they manage at once? An agent juggling a dozen listings might not be as responsive as one with a lighter load. Ask if they operate solo or as part of a team. Some sellers prefer a dedicated, one-on-one relationship. Others appreciate the efficiency and bandwidth that a team structure can offer.
You should also ask about property specialization. Are they focused on million-dollar estates, suburban family homes, or entry-level condos? Are they familiar with your area and your price range? If they’ve never sold a home like yours, it could be a red flag. Likewise, discuss your home’s unique challenges — do you need to sell quickly, without repairs, or within a specific tax timeline? Your agent should understand these factors and help develop a personalized sales strategy.
One critical area to cover: marketing. A great agent will do far more than just list your home on the MLS. Ask if they’ll create professional photos, 3D virtual tours, or promote your home on social media channels like Instagram Reels, YouTube Shorts, and even TikTok. Virtual tours in particular are game-changers — 49% of buyers in Zillow’s survey said they were confident enough to make an offer after only a virtual walkthrough.
If your home features smart technology, eco-friendly upgrades, or unique design elements, make sure your agent knows how to highlight them. According to Better Homes & Gardens, features like solar panels, smart thermostats, and organic modern interior design can increase your sale price by 2–4% or more. For example, homes with “wet rooms” or outdoor kitchens saw average premiums of $9,000+ over similar homes without them. Your agent should be leveraging those value-boosting keywords — like “solar-powered,” “smart home,” “eco-efficient,” or “LEED-certified” — in your listings and digital ads.
And don’t underestimate the power of social media. “Zillow Gone Wild,” a viral Instagram account, has proven how powerful unique listings can be when they tap into visual storytelling. Today, your home’s curb appeal might matter less than its screen appeal. TikTok’s #RealEstate tag has surged in popularity, and agents who can create high-quality, short-form videos are in hot demand. One San Diego agent named Sarah used a cinematic YouTube home tour titled “Eco-Friendly Solar Home Tour” that racked up tens of thousands of views — and brought in five serious buyer inquiries within two weeks.
Another Miami-based agent, John, successfully marketed a luxury property as a “branded residence” through a collaboration with a luxury car manufacturer. The campaign targeted high-net-worth individuals and sold out the building in record time. These agents understood that today’s buyers are increasingly digital-first — they’ve made 70% of their home-buying decision before ever stepping through your front door.
Of course, paid advertising remains essential. Some of the most expensive and competitive Google Ads keywords are in real estate — “sell my house fast” has a CPC (cost-per-click) of over $100. “Best real estate agent near me” costs advertisers upwards of $30 per click. These are incredibly valuable terms that drive serious traffic. If your agent understands how to run a Google or Meta ad campaign, you’ll have a massive advantage.
Don’t forget communication. Do you prefer emails, texts, or phone calls? Do you want updates weekly, daily, or only when there’s real news? Make sure your preferences align with your agent’s style. A mismatch here can cause frustration down the line.
Clarify your motivations early on. Are you trying to sell quickly to avoid capital gains tax? Are you hoping to use the equity for another down payment? Does your timeline align with school enrollments, job relocations, or other major life events? Sharing these goals upfront helps your agent tailor their approach to meet your expectations.
And finally, align on selling strategy. Will the agent host open houses? Will they use Zillow’s Showcase or 3D tour features? What’s their plan for staging, pricing, and showing the home? The most successful agents today are those who understand how to use data, video, and narrative to emotionally connect with buyers.
To sum it up: choosing a real estate agent isn’t just about finding someone friendly — it’s about finding someone strategic. Someone who understands current trends like rising mortgage rates, digital marketing, and the growing value of eco-conscious homes. Someone who can take your property, define a story around it, and deliver that story to the right buyer, at the right time, and on the right platform.
So before you sign with just any agent, ask yourself: can they sell my home, my way, in today’s market?
If the answer’s not a confident yes — keep looking.