Every estate agent has encountered this scenario: you’re mid-valuation, building great rapport with a seller, when they drop the inevitable line—“We’re also getting a valuation from [Insert Big Name Agent Here] because they have lots of boards up around here.”
Challenging the assumption that bigger means better
It’s easy to see why sellers assume the most visible agent in their area must be the best. More properties must mean more sales, which must mean better service—right?
Not necessarily.
A common mistake agents make is trying to compete on numbers. They focus on stock levels, volume, and the number of properties they’ve sold. But here’s the reality: you don’t need to be the biggest to be the best choice for the homeowner sitting in front of you.
Rather than playing the numbers game, shift the conversation. More instructions don’t automatically mean better results. A high-stock agent is often managing dozens—sometimes hundreds—of sellers at once, meaning their ability to offer a truly personalised service is significantly stretched.
Focusing on what really matters to the seller
Instead of letting the seller assume that bigger means better, help them see what really matters—their home, their timeline, their price, and their experience throughout the process.
Ask them the key questions:
- Do you want to be one of 100 clients, or do you want tailored attention?
- Would you prefer an agent who proactively markets your property, or one who waits for buyers to come to them?
- Does the biggest agent in town actually sell homes faster, or do they just have more overpriced listings sitting on the market?
A quick look at local market data often reveals that the agent with the most listings isn’t always the fastest at securing offers. In fact, some high-stock agents take on everything—whether realistically priced or not—just to keep their board count high. Are they truly delivering for sellers, or just stockpiling instructions?
Becoming the best choice, not the biggest choice
Sellers don’t just want an agent with the most listings. They want someone who treats their home as a priority.
The most effective agents understand this and position themselves accordingly. Instead of fighting to be the biggest, they focus on:
- Exceptional service – Providing consistent, proactive updates so sellers never feel forgotten.
- Local expertise – Knowing the market inside out and offering strategic pricing advice tailored to each property.
- Targeted marketing – Using the right tools to attract the best buyers, not just any buyers.
By making it clear that quality trumps quantity, the supposed strength of a high-stock agent—their sheer volume—suddenly becomes a potential weakness.
The agents who truly stand out don’t try to compete on size. They carve out a reputation for service, expertise, and results. Sellers want an agent who will give their property real attention—not just another number on a stock list. And that’s the approach that not only wins instructions, but also generates glowing recommendations time and time again.
