For decades, many agents built their careers on being the “local expert.” They knew the streets, the recent sales, and the subtle differences in value from one side of a suburb to the other. While this knowledge still matters, it is no longer enough to stand out in a modern marketplace.
Today, any motivated person can spend 48 hours online and have a solid grasp of local prices and trends. With so much information available, buyers and sellers expect more from their agents than market data. What truly differentiates an agent now is a combination of leadership, communication, and business skills that go far beyond product knowledge.
Expanding Beyond the Basics
To grow and remain competitive, agents need to build expertise across multiple areas. Market knowledge is the foundation, but success now requires a broader skill set, including:
- Human resources
- Marketing
- Social media
- Financial management
- Communication
- Prospecting
- Affability and trust
The Modern Agent
Today’s successful agent is no longer just a salesperson. They are a business leader, a marketer, a coach, and a trusted advisor. Sellers want more than someone who can quote recent sales. They want someone who can manage a complex campaign, engage buyers effectively, and communicate with clarity and authority.
What This Means for Your Growth
If you are relying solely on being the local expert, you risk blending in with every other agent in your market. Instead, focus on building a process that demonstrates your broader skill set. For example:
- During listing presentations, talk about your negotiation framework, not just your local results.
- Show vendors how your marketing and social media reach is structured to create competition.
- Train your team to handle specific aspects of the business so you can focus on highvalue activities.
- Keep developing your ability to speak with confidence, whether in a lounge room, on video, or at an auction.
Product knowledge alone will no longer set you apart. Buyers and sellers want an agent who combines deep understanding of the market with leadership, trust, and consistency across all areas of the business. The agents who commit to mastering these wider skills will not only survive but will continue to grow and lead in an industry that is evolving every year.
By Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions