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Listing Agent, Just Say No! Fort Lauderdale Real Estate

Listing Agent, Just Say No!

What’s all the talk about the long-used term, “Listing Agent?” It has forever implied a REALTOR® is hired by a property owner to sell their home, condominium or multi-family property. They gather information and type it into the MLS [multiple listing service] and wait for Buyers Realtors® to request showings of the property. Many “Listing Agents” are not even posting proper pictures of the property, which studies show is the #1 factor of marketing and advertising a property.

The Henri Frank Group at RE/MAX Preferred, Realtors®, Henri Vezie and Frank Vigliotti strongly agree with this change of reference for real estate agents hired to sell a property, not only in South Florida; Fort Lauderdale, Wilton Manors, Oakland Park, Miami Beach, but nationwide throughout the United States.

Wikipedia Defines the Listing Agent

“A real estate broker or real estate agent is a person who acts as an intermediary between sellers and buyers of real estate/real property and attempts to find sellers who wish to sell and buyers who wish to buy,” is the official Wikipedia definition.

There is a new awareness and recent discussions about the term “Listing Agent.” The long list of responsibilities, the work it requires to sell a property and the consumer perception of what REALTORS® do to get the task done is at the forefront of this very important issue. So many sellers do not fully understand the tremendous marketing, merchandising, negotiating and social media skills needed of top-producing REALTORS®. There is plenty of work and required skills required just to be awarded the task of selling a real estate property. Therefore, beyond getting the home to sell is a long list of things “TO-DO” to get to SOLD.

By using the term “Listing Agent” wipes away those things “TO-DO” and minimizes the enormous value of REALTORS® to get the most money, determining the price for the property, recognizing the homes positive aspects[known as product], the place and promotion. This is better known as the “Four P’s of Marketing.”

Mr. Allan Dalton,, former CEO of, and his colleague Michael Oppler, had done a seminar on Strategic Thinking at the National Association of Realtors® in San Francisco. They have begun the discussion of changing the “Listing Agent” reference to a better, more accurate description of what it requires of Realtors® to bringing sellers and buyers together, to bring a successful transaction to a close.

Sellers all across the country are asking, “why a handsome compensation/commission to simply list my home?” That question clearly indicates the misunderstanding of what the Realtors® responsibilities of selling a real estate property.

Earning the Respect of a Marketing Agent

There are suggestions of changing the reference “Listing Agent.” Wiping away the stigma this term has created, that the Realtors® have no or very little value and certainly not worthy of the typical 3% commission-compensation to the seller’s real estate agent, not to mention another 3% to the buyers Realtor®.

Allan Dalton and Michael Oppler are suggesting references of a Realtor® representing a seller in the sale of their property that will create a clearer understanding and a greater respect of the real estate agent. “Marketing Realtor®” or the “Selling Realtor®, two descriptions that Dalton and Oppler suggest are better than “Listing Agent.”

Professionalism, knowledge of real estate, coupled with marketing and advertising is essential to apply when selling real estate. Especially in the South Florida real estate market as we are presented with challenges that other markets in the United States those skills don’t apply.

The Henri Frank Group Realtors® are Marketing Agents

We are proud to demonstrate to our perspective sellers, all the facets of the listing process. We create a customized marketing plan and advertise extensively to fulfill the strategy for selling our customer’s homes, condominiums, townhomes and multi-family properties.

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