Real estate agents are grappling with a crisis of perception that industry leaders say is partly self-inflicted. Courtney Poulos, Founder of SERHANT. CA and Team Lead of ACME | SERHANT. in Los Angeles, describes it as a “mirror problem,” where agents are seen as overpaid and undervalued. While external forces like class action lawsuits contribute to this narrative, Poulos emphasizes that agents must take responsibility for how they present themselves.
Poulos, who is completing Harvard University’s Advanced Management Development Program (AMDP) at the Graduate School of Design, argues that agents fail to see themselves as senior-level executives. “We are not taken as seriously as we ought to be, like a lawyer,” she says. This gap in self-perception leads to disrespect from clients, such as attempts to negotiate commissions below marketing costs.
One solution, she believes, lies in better messaging. Inspired by a session with communication expert Carmine Gallo, Poulos highlights the importance of audience-centric communication. “Real estate agents fall into the trap of marketing to each other,” she notes, citing a focus on metrics that clients do not care about. Instead, agents should articulate their role in data analysis, risk management, and negotiation.
To address this, Poulos is launching workshops and seminars, starting in Orlando, to help agents build effective messaging. The goal is to rebuild public trust and reverse the narrative that agents are overpaid. “If we can clarify that we are experts, we start to reverse the narrative,” she says. The housing market, despite challenges, offers opportunities for optimism.
For more on this topic, see the original insights from Harvard University and SERHANT.. The article is based on information provided by the expert source cited above and is intended for general informational purposes only.
