Real estate agents face a persistent perception problem, often viewed as overpaid paper pushers rather than essential professionals. Courtney Poulos, founder and broker-owner of ACME | SERHANT. in Los Angeles and a member of the SERHANT. CA founding team, describes this as a mirror problem: the industry itself is responsible for how it is perceived. While external factors like class action lawsuits and public relations battles contribute, Poulos emphasizes that how agents show up, communicate, and position themselves is within their control.
Poulos, who is completing Harvard University’s Advanced Management Development Program (AMDP) at the Graduate School of Design, observes that real estate agents rarely consider themselves as senior-level executives. This mindset gap leads to a degradation of perceived value, even among seasoned professionals. She cites a recent example where a client attempted to negotiate her commission down to a level that wouldn't cover marketing costs already incurred, highlighting what she calls a level of disrespect that stems from undervaluing the profession.
Drawing from her AMDP coursework, particularly a session led by communication expert Carmine Gallo, Poulos identifies audience-centric messaging as a critical missing lever. Many agents market to each other—posting sales figures for peer recognition—rather than explaining to clients what they actually do: data analysis, risk management, negotiation, and sustained relationship management. “We protect our clients. We navigate. We clarify. That is the message. And most agents are not saying it,” she says.
To address this, Poulos is developing workshops and seminars aimed at helping agents build messaging that resonates with clients, the press, and regulators. The first session launches in Orlando this week and is open to agents from all brokerages. The goal is to rebuild public trust by clarifying that agents are experts deserving of their compensation, and to reverse the narrative that has damaged the profession's reputation in recent years. “It is the moment for something optimistic,” she adds, noting that despite negative headlines, the housing market has many positive developments.
Poulos’s efforts come as the industry grapples with challenges from lawsuits and regulatory scrutiny. By shifting the focus to effective communication and perceived value, she believes agents can reclaim their standing. The workshops aim to equip agents with tools to articulate their role as essential advisors, akin to lawyers or senior executives. For more information, agents can reach out to courtney@acme-re.com.
