Anyone who has ever bought or sold even one property knows that real estate agents are often very different from each other and have different styles of presenting themselves and their company.

Research indicates that consumers prefer agents who communicate well, who demonstrate empathy and offer service. But how can would-be vendors determine who is the agent most likely to offer them real service? After all, most agents talk about it.

Many agents spend a lot of time telling you what their services are, heaping superlatives on every aspect of their marketing activities. They tell you exactly what they will do for you and your home. But how many questions have they asked you? How much do they want to find out what you want out of the sale process and what your needs are during the marketing period?

Agents who spend their time telling you what they will do for you before they know whether you want it or not show that they could be rigid and inflexible during the selling process and less capable of meeting the needs of a changing market and different clients. This same rigidity could show up in the way they work with purchasers and reflect badly on their ability to negotiate the highest price. Their range of skills is likely to be more limited if they are keen to work the the same tired old script and package they use for every other client.

On the other hand, agents who ask questions and listen to the answers to find out what suits their clients, rather than trying to sell them a ready-made marketing programme, are more likely to go the extra mile to meet client needs instead of pressuring clients to meet theirs. They demonstrate the kind of empathy that indicates they are more likely to be flexible enough to tailor a marketing programme that really delivers what the vendor wants.

Agents who demonstrate willingness to listen and be adaptable tend to form better relationships with their clients, going a long way to reducing the stress of selling and delivering better sale outcomes.