Real estate agents are grappling with what Courtney Poulos, founder of SERHANT. CA and team lead of ACME | SERHANT. in Los Angeles, calls a 'mirror problem'—the gap between how the industry perceives itself and how it is viewed by the public. Poulos, who is completing Harvard University's Advanced Management Development Program (AMDP) at the Graduate School of Design, contends that agents are often seen as 'overpaid paper pushers' and that the industry bears significant responsibility for this narrative.
Poulos points to a recent incident where a client attempted to negotiate her commission down to an amount that wouldn't cover marketing costs already incurred. 'That is the level of disrespect I am talking about,' she says. She argues that agents need to see themselves as senior-level executives, akin to lawyers, and communicate their value more effectively.
Drawing from an AMDP session led by communications expert Carmine Gallo, Poulos emphasizes audience-centric messaging. 'Real estate agents fall into the trap of marketing to each other,' she says, noting that agents often compete on metrics that clients don't care about. Instead, they should focus on explaining their roles in data analysis, risk management, negotiation, and client protection.
Poulos is developing workshops and seminars to help agents build better messaging, with the first session launching in Orlando. The goal is to rebuild public trust and reverse the narrative that agents are overpaid. 'If what we can clarify for the public is that we are not overpaid, that we are experts, and that our public relations battles are not actually about whether we deserve to be paid, then we start to reverse the narrative,' she says.
The initiative comes as the housing market faces reputational challenges, but Poulos remains optimistic. 'It is the moment for something optimistic,' she adds. Agents interested in participating can reach out to courtney@acme-re.com.
This article is based on information provided by the expert source cited above. It is intended for general informational purposes only and does not constitute legal, financial, or real estate advice. Readers should conduct their own research and consult qualified professionals before making any real estate or financial decisions.
