Do you know what makes you the best agent?

Services for Real Estate Pros with Marte Cliff Copywriting

What makes you the best agent your prospects could choose? How is your service better than the service they’d receive from one of your competitors? You do need to know the answer.

Otherwise, you won’t be able to convey it to your prospects.

I’ve learned that many agents do not know, and in fact many believe that they do the same job everyone else does. With that in mind, this week we’ll go exploring.

The first clue that you’re the best agent…

In case you hadn’t considered it, begin with the fact that you’re eager to learn more. If you weren’t, you wouldn’t be reading posts like this one. Since you read my posts, I’m willing to bet that you also read others. You’re willing to invest more time and thought to your career – and many agents aren’t.

I remember when I first went to work at an agency that was associated with NAR, and so I became a REALTOR®. Every month we’d get the REALTOR® magazine and everyone one but me (including the broker) would send it immediately to the round file. They’d do the same with the quarterly magazine from the Idaho Real Estate Board.

The prevailing attitude was that they had passed the real estate exam, took the mandatory CE classes, and didn’t need to learn more. They weren’t even interested in the rule changes that were featured in the Idaho publication. I’m going to guess that YOU keep up with the rule changes in your State.

Next, take some clues from your past clients.

Think about the compliments and thanks you’ve received from clients – either past or present. When you heard those compliments about your service you may have thought “Anyone would have done the same,” but that’s not necessarily so. The reason your clients noticed and mentioned it could be because their last agent did NOT do it.

Do you have testimonials, email messages, and notes of thanks from satisfied clients? Re-read them. You’ll probably find a common thread running throughout. For instance, you might find variations on things like “You were so attentive, you made us feel like we were your only clients,” or “You really listened,” or “Your patience in explaining every step of our purchase helped ease our fears.”

You can also begin to realize which of your traits and routine practices really matter to clients by thinking back to the complaints you’ve heard about their last agent. How often have you thought “That’s ridiculous” or “That’s outrageous!” You wouldn’t dream of treating anyone the way some agents do.

Now look to other agents to see why you’re the best agent.

Part of what makes you the best agent is your reputation among other agents. When other agents think highly of the best agent always has a good reputationyou, your listings are shown more often, and your offers are well received.

Do other agents thank you for the part you played in the transactions you had with them? Are you well-known for your cooperative spirit?

Remember that some agents have poor reputations. They’re sloppy in filling out paperwork and MLS information, don’t present offers in a timely fashion, don’t pay close attention to deadlines, don’t make it easy to show their listings, don’t return your calls, and don’t pitch in when there’s a problem between agreement and closing.

You try to avoid working with them – and so do other agents. Unfortunately, prospective clients don’t know that.

You may not be the best agent for every possible client…

While you could likely do an adequate job for every client, you will be the best agent for only some of them. So think about what you enjoy most and when you feel most confident in your abilities.

  • Is educating first time buyers fun and rewarding for you?
  • Do you love finding fixers for investor clients?
  • Are you really good at helping clients through an emotional time – such as divorce or a probate?
  • Do you enjoy spending time with elderly clients who need to relocate and who love to tell stories?
  • Are you best at helping with military or corporate relocation?
  • Do you get really enthused over helping move-up buyers and sellers?
  • Can you handle short sales with ease and enjoy negotiating with lenders to benefit your clients?

Think about your favorite clients and why they’re your favorites. You are the best agent for them, so make sure everything you say, write, and do demonstrates that fact.

Someone else is the best agent for the ones you don’t really enjoy, so let them have them. In fact, if you know that someone else is a better fit for a certain prospect, refer that prospect to them. You’ll all be happier, and your reputation will be enhanced.

Last – consider your strongest skills.

These will make you the best agent for many clients. They, along with the traits your past clients have pointed out, should be emphasized in your bio, your listing presentations, your personal brochure, and your buyer and/or seller web pages.

It’s easy for you to see your strongest skills, because they revolve around the tasks you feel most comfortable and confident in performing.

  • You could be skilled in doing the research and comparisons to find the correct listing price.
  • Your negotiation skills may be beyond compare.
  • You might be a master at solving the problems that come up between agreement and closing.
  • Perhaps you write compelling property descriptions that result in more showings.

Now that you’ve looked at the clues… can you possibly think that you’re just like other agents?

I hope not.

Because – going back to the first clue at the beginning of this message – I KNOW that you’re not just like every other agent. In fact, I know you’re better and more valuable to your clients than a very large percentage of them.

So – don’t get arrogant, but do go forward with confidence, knowing that the clients you choose to serve will enjoy the very best service they could possibly have.


Blue man chosen graphic courtesy of stuart miles @
Top agent Image courtesy of supakitmod at

This post first appeared at:

Comments (20)

Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Great advice... and yes, I've got the testimonials, notes, etc. from happy clients. And I know exactly what my value added is to my clients.

Mar 15, 2021 01:10 PM
Marte Cliff

I would expect nothing less from you, Nina!

Mar 15, 2021 09:05 PM
Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ

Hi Marte over the years I've gotten testimonial after testimonial from many clients and agents. The lastest one simply said - Anna is at the top of her game. Which is true on many levels.

Mar 15, 2021 02:26 PM
Marte Cliff

I love that. It's a fine thing when you know you're doing right by every one of your clients.

Mar 15, 2021 09:06 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Hi Marte- I love this. And I love what you said about not being the best agent for every client.  I'm thinking of Jan Green in AZ who's interested in being eco-friendly and sets herself apart with this. 

Mar 15, 2021 06:51 PM
Marte Cliff

Kathy - no one can be all things to all people, so I truly wish agents would quit advertising that they can "Take care of all your real estate needs." It simply is not true.

I guess they can muddle along at anything, but to me "take care" means do a good job. Real estate has too many specialities for anyone to be competent at all of them.

Mar 15, 2021 09:08 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

I always enjoy your common sense approach to marketing Marte. Thank you for sharing 🙂

Mar 15, 2021 09:16 PM
Marte Cliff

Thanks Paul. I appreciate that.

Mar 16, 2021 08:52 AM
Kat Palmiotti
406-270-3667,, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

All agents are not created equal. And these are great questions to consider, when determining what makes us better.

Mar 16, 2021 06:05 AM
Marte Cliff

You do need to know - if for no other reason than to have confidence in yourself.

Mar 16, 2021 08:53 AM
Roy Kelley
Retired - Gaithersburg, MD

This is excellent advice to share. 

Take care, be safe and have a great day.

Mar 16, 2021 07:45 AM
Marte Cliff

Thanks Roy - I wish the same to you!

Mar 16, 2021 08:53 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Marte,
Lots of great advice here.  It is true I wasn't the best agent for all clients and I referred them out without hesitation.  I'm not one who liked to fake it until I make it.  LOL  

That said, there were other very competent agents in the area but I am unique in that I am me.  One of the common denominators that people said about me was I made the process fun. To me that's a big deal because buying and selling real estate can be very stressful.  I was also told by investors that I was the best agent they ever worked with. I'm not sure I was the best but I must have made it seem so.  I'll take it.

Mar 17, 2021 08:23 AM
Marte Cliff

Carol - When your clients think you're the best, then you probably are!

Mar 20, 2021 11:14 AM
Greg Mona
West USA Realty - Scottsdale, AZ
Professional Real Estate Representation for YOU!

Great post, Marte! And oh so true! For those of us who have made a good living in this business and have been blessed with wonderful and multiple clients over the years, there is a reason for it. This business is tough and can get you down at times. It is a good exercise to go back and read some of those glowing reviews to help you remember why you do this for a living and how incredibly rewarding it can be. Yes, you can't be the best to all, but you don't need to be!

Mar 20, 2021 11:50 AM
Marte Cliff

Thanks Greg. Yes, it is good to read your own reviews. I keep an email file entitled "nice things people say." I have notes from customers - and a couple from my sons, too!

Mar 20, 2021 03:34 PM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Mar 20, 2021 07:17 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte, I always enjoy your posts and I so agree with your writing. Having 22+ active listing, now having three aditional in Escrow and negotiating two other one as we speak comes with basically following your post before you wrote it:)Endre

Mar 20, 2021 11:20 PM
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. Great advice about what sets an agent apart from the other, especially not being the best agent for everyone. Enjoy your day.

Mar 21, 2021 04:32 AM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

For me the education if important.  The more we learn the better we can service all our clients and that will grow our business.

Mar 21, 2021 05:36 AM
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Goo morning Marte - this is sound advice.  By the way this applies to every professional and not just real estate.  Focus on what you do best and enjoy and then work hard to stay on the top of your game.

Mar 21, 2021 06:10 AM
Barbara Todaro
RE/MAX Executive Realty - Happily Retired - Franklin, MA
Previously Affiliated with The Todaro Team

I was a chameleon.... I dealt with the good, the bad and very, very ugly right out of the big house....  being well versed and having the ability to deal with everyone made MY life easy.....

Mar 21, 2021 08:03 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Marte:

So much wise advice here. I have a pretty good idea of the value I bring to my clients. I have gone back and re-read cards and testimonials and have found it helpful, with a fair amount of consistency!


Mar 21, 2021 10:34 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It's always about doing what you do best in knowing what you do best and having that particular confidence that only you have about you

Mar 21, 2021 04:53 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good evening Marte,

What a great post and so glad that Kathy featured in her "Ah-Ha" moments for the week! No agent can be all things to everyone..I focus on what I do best and hire the rest.

Mar 21, 2021 04:56 PM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I especially appreciate the paragraph regarding your reputation among other agents.  That is very important as...well, we all know some agents we would prefer not to work with due to various reasons!  When you experience a professional , friendly and fair transaction working with another agent--you are eager to work with them again.

Mar 22, 2021 08:14 AM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376


Great post so glad Kathy featured it as I missed this one 

Mar 22, 2021 11:35 AM
Chris Ann Cleland
Long and Foster Real Estate - Gainesville, VA
Associate Broker, Bristow, VA

Love this post.  I think it's hard for agents who are newer to the field to "toot their own horn."  We are raised to be modest (at least my generation.)  These are great steps to get out of that mindset and focus on what sets us apart.  And once we know, we need to let prospects know.

Mar 22, 2021 05:21 PM