Living on Daniel Island

What are red flags to watch for when choosing a real estate agent?

The biggest red flag is an agent who tells you what you want to hear instead of what you need to know. Pricing should be supported by the market, not chosen simply to win the listing. I would also be cautious of an agent whose entire plan is to put the home in the MLS, schedule a few photos, and wait for a buyer to appear.

You should know who will actually be handling your pricing, preparation, important showings, feedback, negotiations, inspections, and closing. When those responsibilities are continually passed to assistants or other team members, the person you hired may not be the person representing you when the decisions matter most.

How do I evaluate an agent’s marketing strategy?

Start by asking what happens before the home goes live. A real marketing strategy begins with pricing, preparation, positioning, and understanding who the likely buyer is. From there, the photography, cinematic video, property website, print, digital exposure, direct buyer outreach, agent-to-agent promotion, showing strategy, and follow-up should all work together.

I do not believe in simply putting a home online and hoping the right buyer shows up. The agent should be able to explain how your property will be presented, where it will be promoted, who will be contacted directly, and how buyer interest and feedback will be handled after the launch.

Are professional photos enough to market a home well?

No. Professional photography is important, but it is only one piece of the marketing plan. Beautiful photos will not correct the wrong pricing strategy, poor preparation, weak distribution, or a lack of follow-up.

The home has to be prepared properly, positioned correctly, and presented with a clear story. The photography and video then need to be placed in front of the right buyers through the right channels. Marketing should create interest, but the agent still has to convert that interest into showings, feedback, offers, and ultimately a successful negotiation.

Should an agent be present for important showings?

For luxury homes and properties with features that need to be properly explained, I believe the listing agent should be personally present for important showings whenever possible.

Before allowing someone into a client’s home, I also make sure the buyer is properly prequalified. This helps protect my client’s privacy, security, and best interests while limiting unnecessary traffic through the property.

Being present allows me to make sure the home is shown correctly, answer questions, point out important details, understand the buyer’s reaction, and gather direct feedback. It also helps ensure that only serious, qualified buyers are given access to the home.

What should a seller ask before agreeing to a list price?

Ask the agent to show you how the price was determined. Which recent sales truly compare? What other homes will buyers consider at the same price? How does your home compare in condition, location, presentation, and features? Who is the likely buyer, and what is the strategy for reaching that buyer?

I believe in honest, no-nonsense pricing guidance. The goal is not to choose the highest number presented at the listing appointment. The goal is to position the home so you can attract serious buyers, maintain leverage, and negotiate from a position of strength. Your home’s value is not just a number—it is timing, presentation, buyer demand, and strategy.