In one of the largest, most complicated financial transactions of your life, what exactly does an excellent real estate agent do to help you sell your home?

An excellent agent listing agent…

Cares more about your priorities and goals than their commission. The smartest agents know that if you take care of the client, the commission takes care of itself.

Knows the market in your geographic area and property type inside out—its values, market trends, neighborhoods, pros and cons, legal issues, its agents.

Renders honest and expert counsel on market values and pricing in order to achieve the strongest market response and highest possible sales price.

Provides professional know-how regarding preparing your property to show: wherever buyers or agents first see your home – online, in ads, mail pieces, brochures or in person – it must look its absolute best.

Spends more money on marketing your home than the typical agent, money invested upfront in professional photography, comprehensive online marketing, gorgeous promotional materials, direct mail and other buyer and broker advertising campaigns to reach every potential buyer and every agent who might have a buyer, make a compelling impression, and create a sense of urgency to act quickly to make strong, clean offers.

Performs proactive buyer qualifying and pre-sale disclosure management to reduce the odds of accepting an offer from someone who will not perform, and help preclude buyer attempts to renegotiate after offer acceptance.

Negotiates effectively and, at your instruction, aggressively to achieve the best possible price and terms. A skillful negotiator committed to your interests can easily make a 3%-5% difference in the sales price, and sometimes much more.

Never makes decisions for you nor pushes you to make decisions a certain way, but lays out all the information, options and strategies for your consideration.

Never pressures you to accept offers too quickly, i.e. before the home has been fully exposed to the market: a single additional buyer can add substantially to the sales price. (You are the sole decision-maker as to which, if any, offer to accept.)

Ensures you understand what’s happening, what’s necessary and what’s at stake at every step.

Tells you the truth as best as can be discerned—positives, negatives, upsides, downsides—even what you might not want to hear or might change your mind about proceeding with a transaction.

Offers an array of qualified professional resources—inspectors, lawyers, escrow and loan agents, etc.—and advises you when their counsel is required.

Coordinates, manages and controls—based upon your decisions—every aspect of the process. Provides buttoned-up transaction management to minimize unpleasant surprises, delays in close of escrow and any potential future liability (in the most litigious state in the country).

Diligently maintains the security of your home during all showings and open houses.

Gives you the time and attention you need.

Keeps his or her promises.

Works hard. Works on your timeline. Works to minimize your effort and stress. Works to make or save you more money than they cost.

Loves the business of real estate—because it’s simply much more enjoyable to work with someone who loves what they do.

And these are the qualities and services that I try to deliver for every one of my clients. Because the quality of the agent working on your behalf—his or her competence, integrity, work ethic and commitment to your interests—can make an enormous difference in the outcome of your home sale: in money, stress, time and future happiness.

The simple truth is that, just as with lawyers, doctors, contractors and the other important professionals you use when needed, some real estate agents are much better than others—and that shows up in the end results.