Top factors for agents to weigh up before switching companies

Experienced estate agents are often head-hunted now in the increasingly competitive SA real estate landscape, but switching from one agency to another is never a decision to be taken lightly or in haste.

According to Stephen Whitcombe, MD of leading Johannesburg property group FIRZT Realty, agents who are considering a move should always look beyond short-term incentives and focus instead on the structural factors that genuinely support long-term success.

“Changing agencies is a pivotal career move,” he says, “and the real question agents need to ask themselves is whether the new environment will make them an even better, more productive agent in the long run.”

Whitcombe believes that the following eight factors deserve particular attention:

+ Leadership and culture. “An agency’s leadership style and its internal culture matter far more than many agents realise,” he says. “You need to be sure you’ll be working with company leaders who are accessible, ethical, supportive and strategically focused. And a strong culture of collaboration, accountability and professionalism right across the company can make all the difference between merely surviving and consistently excelling.”

+ Brand credibility and market positioning. Whitcombe notes that a reputable brand with a strong market presence opens doors that individual agents simply cannot. “Clients really do pay attention to brand strength and credibility, and that directly influences the quality of the mandates you are able to secure and thus your earning potential.”

+ Training, mentoring and personal development. Continuous learning and service improvements are essential in an industry that keeps changing, even for highly experienced agents. “The most successful real estate companies know this and will create and support opportunities for you to increase your knowledge of new technologies, relevant legislation and negotiation techniques, as well as access to the latest market data and consumer trends in real estate.”

+ Marketing support and lead generation. It is vital to ask what systems an agency has in place to help you gain new business, says Whitcombe. “Does it have a robust digital marketing ecosystem? Does it provide tools or help to make your listings stand out? Is there a well-developed intra-agency networking and referral system? Marketing support should enhance your personal brand, not replace it.”

+ Commission structures and transparency. Commission splits matter, of course, but transparency matters even more,” he says. “Agents need clarity about what they will earn and when they will be paid as well as what they will be required to pay for and what value they will receive in return. A higher commission split is meaningless if the agency provides no strategic support.”

+ Technology and systems. “These days, agents should be able to expect effective, integrated systems, from CRM to listing tools, compliance processes and transaction management that make their lives easier and increase their productivity, as well as comprehensive administrative support.”  

+ Area allocation and growth potential. Agents should also consider whether a new agency will give them the space and support to grow their customer base, says Whitcombe. “Whether you currently focus on a core suburb or multiple areas, you need clarity on what new opportunities would be open to you or how the agency proposes to help you grow market share.”

+ The cost of switching. Lastly, he says, agents contemplating a move need to ascertain what this may cost them in the short-term. “Items to consider include whether they have any restraint of trade; whether their current pipeline of deals and commissions is secure and whether their new agency will consider carrying the cost of replacing their current branding or marketing materials.” 

In addition, he says, switching agencies should never be an emotional move or a reaction to a temporary slump. “Making a change is about aligning yourself with the right team, the right tools and the right leadership. It needs to be a well-considered choice that you believe will transform your career trajectory.”

Issued by FIRZT Realty

For media inquiries contact

Stephen Whitcombe on

082 412 2949

Or visit www.firzt.co.za

About FIRZT Realty 

Established in 2003, FIRZT Realty initially focused on residential real estate, but has since expanded to offer a broad range of services in both the residential and commercial property sectors, including sales, rentals, auctions and property management.