Considering the possibility of selling, buying, or building and feeling a bit lost with all the so-called experts in the market?
The positive side: you can accomplish a fair amount of intelligent homework on the web before you even have an agent, broker, or builder call. Some quick background research will help you avoid expensive errors, sales pitches, and other disappointments in the future.
This tutorial follows a very easy, step-by-step process of how to research local property professionals online so that by the time you are ready to actually contact them, you are already knowledgeable, confident, and equipped with the correct questions.
Smart search engine use (not only page one)
The majority of individuals input a general search query on Google, then click the top two results and quit. In order to investigate the local experts, be slightly more thorough.
Try combining:
- Your goal: “sell house,” “build home,” “property investment.”
- Where you are: suburb, city, or region.
- The kind of professional: agent, buyer’s agent, builder, designer.
As an example, a user potentially interested in comparing agencies may be inclined to look at search results which contain terms like “real estate agents Sydney” since this service and location are both relevant.
When you look at the results:
- See who is featured in the map pack (the businesses that appear on the map and that have reviews).
- You should check both organic results (standard listings) and paid advertising, but should use ads as an introduction rather than evidence of quality.
- Have multiple tabs open rather than one or two. You are not marrying anyone you see; you are comparing.
Create a list of 3-7 professionals that appear to be better suited to your area and your type of project.
Read reviews fairly, though critically.
Online reviews may be very useful, but only when you read them in the proper way.
Check various platforms where feasible:
- Google reviews
- Facebook reviews
- Property market or contractor directories
- Blogs or forums that are independent of the company
Then search for patterns, not individual grievances or effusive praise.
Ask yourself:
- What is it that people keep on saying? Communication? Delays? Great negotiation? Transparency?
- Do the reviews include recent posts, or are they all from years ago?
- Do they work on projects like yours (price range, suburb, property type)?
A company with 4.6 stars and 80 reviews is usually more trustworthy than one with 5.0 stars and 5 reviews. The volume and the date of the reviews are as vital as the rating.
Also, read the reaction of the professional to negative feedback. A composed, problem-solving response speaks volumes about how they will respond in the event of things going wrong on your project.
Go deeper: explore their site and their material.
Next, head to their websites. The way a property professional projects themselves online is something to learn from.
Pay attention to:
- Local experience: Do they discuss in specific terms your suburbs, your city, your kind of project?
- Services and process: What exactly do they do and how do they deal with clients? Do they have schedules, procedures, or FAQs?
- Testimonials and case studies: Are there real-life examples and details (location, type of property, before/after results)?
- Blog posts or resources: Are they helpful guides, checklists, or market insights, or are they all a sales pitch?
You are seeking indications of ability and conformity to your ideals. For example, if you are the cautious type, a professional with detailed explanations and educational content may prove to be much more acceptable to you than someone whose site is all big statements and nothing further.
Investigate social media to determine their day-to-day behavior.
It is not only about pretty photos of property on social media. It is also a glimpse into how a professional interacts and works.
Examine the platforms they use (commonly Facebook, Instagram, LinkedIn, or in some cases, YouTube):
- Are they active bloggers or have they not posted in weeks?
- Are they sharing useful things or screaming about “Just listed!” and “Last chance!”?
- What are their reactions to comments and questions from the public?
This will help you develop a sense of their personality, tone, and consistency. They may not be a good partner to work with in real life if you cannot tolerate their vibe on the internet.
Check qualifications, memberships, and licences.
Once you identify a prospective expert, you should verify that their qualifications are in line with their marketing.
Based on the nature of the professional, you may seek:
- The licensing registers of states or territories.
- Membership of professional associations.
- Builder or trade licences.
- Awards or industry acknowledgments (preferably by well-known organizations).
As an illustration, when searching for online builders, it is a good idea to cross-verify that a company advertising itself—such as “custom home builders Brisbane“—is registered in the relevant licence registers, holds relevant insurances, and that the person who actually manages and oversees work is publicly disclosed.
This is not a nit-picking step, but rather a step to protect yourself. It is so much easier to check the licence quickly than to correct issues later.
Compare their statements with outside information.
Numerous real estate agents will discuss themselves as being local specialists or top performers. Test those assertions online.
In the case of agents and salespeople, you may:
- Find out what has been sold in your suburb within the last month on property portals.
- Confirm the number of listings under their management.
- Find out whether they are within your price range and type of property.
For a builder or designer, you could:
- Examine completed projects on third-party sites and map tools.
- Check approved build data where that is publicly available.
- Find their name in the local news or industry publications.
You do not have to be a data analyst; you simply want to know that the information on their website corresponds roughly to the objective data.
Pre-call preparation and shortlisting questions.
At this stage, you are expected to have a shortlist of people or companies that are promising. Make one final preparation before you press the call button or place an enquiry.
For every professional, write down:
- What you like about them based on your research.
- Any red flags or question marks that you noticed.
- 5-10 questions you would like to ask.
Examples of good starting questions may include:
- Can you walk through the process of how you usually work with a client like me?
- What realistically would my timeframe be?
- What do you consider to be the key risks or challenges to my brief?
- How would you like to communicate throughout the process?
That is where all your online homework becomes worth it. Rather than an indiscriminate chat, you are having a goal-oriented and effective conversation, and you will be able to realize within a comparatively short time if the person on the other side of the phone is the same as the one you originally expected.
Trust your research—and your instincts.
Research on the Internet is not foolproof. Shiny websites may conceal mediocre service, and some excellent operators are still lagging in the digital realm. That’s why it helps to combine:
- Hard information (reviews, licences, and sales or project history).
- Soft signals (tone of content, their reaction to feedback).
- Your instinct during the first conversation.
When something does not sit well with you, continue looking. You will find an abundance of property folks around; you do not need to take the first person who picks up the phone.
