Want to be a top agent? Start by owning your local market

According to Raine & Horne Double Bay principal, Ric Serrao, becoming an area expert requires dedication, a commitment to learning and a desire to connect with locals.

He said agents should focus on building a strong local profile, develop in-depth market knowledge and build trust among buyers and sellers in the area.

Here is how to become the go-to agent:

Get your image out there

To stand out, Serrao said agents needed to build their public image as much as possible, which could mean assisting colleagues with property sales so they get their names on more signboards.

“Having your name on more signboards helps increase your visibility, while building your online presence by supporting others in the office also strengthens your profile,” he told REB.

Know your patch like the back of your hand

When it came to building their knowledge of the local market, Serrao advised agents to take advantage of available tools to collect data, including online property portals, auction results, and sales reports.

“Stay across weekly auction results, subscribe to market updates, and follow sales reported in local newspapers,” he said.

He also advised that professionals attend other agents’ open homes and become familiar with every home for sale, even their competitors’ listings.

“Simply put, know every property in your area. Know the guide price, the original listing price, who listed it, and what it eventually sold for,” he said.

According to Serrao, agents should also understand their key demographics and what the buyers were looking for, such as a young family wanting more space, or downsizers seeking convenience.

“All of this information is available; you just need to research it and use it to your advantage. Become the person people can call when they want reliable market information,” he said.

According to Serrao, agents risked losing credibility when they didn’t know their area well enough, particularly when it came to the things that mattered most to local buyers.

“For example, the needs of house buyers are different from apartment buyers, so it’s important to understand those differences,” he said.

“Another mistake is failing to stay on top of price trends. Overpricing listings simply to win the business often leads to disappointed vendors and damaged credibility.”

Build community

To gain referrals in their area, Sorao said agents needed to build trust by putting buyers’ and sellers’ needs ahead of their own commission, noting people often recognised genuine service easily.

“Focus on how you can help your buyers and sellers, and they’ll remember you and come back when it’s time to transact again,” he said.

“People don’t buy and sell property every day, but we work in real estate every day, so it’s easy to forget how significant the process is for our clients.”

Additionally, Serrao said that by continuing to keep in touch with buyers and sellers, agents could stay at the forefront of their minds and position themselves as the area’s go-to professional.

He said that they should consistently share results of all property sales from their entire team, not just their own, and regularly communicate market updates to their databases.

“Also celebrate and promote the results achieved by both you and your colleagues. Keeping people informed helps position you as the local expert.”

He also said agents should invest in their local community by building relationships with business owners and creating a strong referral network.

“Focus on a specific patch rather than spreading yourself too thin across a larger area,” he said.

Serrao also said community involvement gave agents an advantage, enabling them to build trust through genuine local connections and get their name recognised outside of real estate.

“Being actively involved in the community is crucial if you want to establish yourself as a familiar and respected local presence.”