Real Estate Is Location, Location, Location. A Great Agent Is Communication, Communication, Communication.

You’ve heard the old line that real estate is all about location, location, location. That’s true. But when it comes to choosing the right agent, the real rule is communication, communication, communication.

A few times a year I meet someone who started working with an agent and decided they needed to make a change. Sometimes it’s a top producer. Sometimes it’s someone brand new. The experience level varies, but the complaint is usually the same.

Bad communication.

It shows up in a few different ways.

The first is the agent who just doesn’t respond. You text. You call. You email. A day goes by. Then two. Maybe three. That might not sound like a big deal in normal life, but buying or selling a house is not a relaxed, low-stakes process. For buyers especially, timing matters. When you find the right home, you often need to move quickly. There are not an infinite number of great houses. I have seen buyers drag their feet on submitting an offer, only to come back a few days later ready to move forward. Suddenly the home that sat for four months has two other interested parties. That is how this market works. Communication speed directly impacts opportunity.

The second issue is what I call the “just trust me” language. I have worked with clients whose previous agent frequently said, “Just trust me,” without explaining the data, reasoning, or strategy behind a recommendation. That can mean one of two things. Either the agent knows what they’re doing but isn’t willing to slow down and bring the client into the decision-making process, which erodes collaboration. Or worse, they don’t actually know, and the phrase becomes a shield to cover up uncertainty or lack of preparation.

Buying and selling real estate should feel collaborative. Clients deserve to understand the strategy. They deserve to see the numbers. They deserve to know why an offer price makes sense, why a counter matters, or why we are walking away.

Being a strong communicator also means having hard conversations. If I don’t know the answer to something, I’ll say that. Then I’ll go find the answer and get back as quickly as possible. It means answering the phone. It means tracking contract deadlines. It means making sure timelines are met so a client doesn’t accidentally lose earnest money or leverage because someone dropped the ball.

Real estate is emotional. It’s financial. It’s often the biggest transaction of someone’s life. If your agent is not communicating clearly, quickly, and honestly, the process can get stressful fast.

Location matters. Strategy matters. Experience matters. But if communication is missing, everything else starts to wobble.

And that’s a rough ride nobody signs up for.