How to Pick a Real Estate Agent

Start with the local sales record, not the brand

The single best predictor of how an agent will perform for you is how often they have closed transactions of your type, in your area, in the last 12 months. Brokerage logos help with brand recognition, but the agent does the work. Ask for a printed list of their recent listings and their last 10 buyer-side closings, then verify a sample on the public MLS® and on REALTOR.ca.

If you are buying or selling in Toronto, look for hyperlocal experience — an agent who works the west end is not automatically the right fit for Leaside or the Beaches. You can compare neighbourhood-level activity on our Toronto agent page and on the per-neighbourhood breakdowns in the same directory.

Ask to see the written marketing plan

For sellers, the marketing plan is where most agents get vague. A serious listing agent will hand you a one- or two-page document covering professional photography, floor plans, video walk-through, MLS® distribution, social syndication, paid promotion budget, open-house schedule, and the agent’s plan for buyer-agent outreach. “We’ll put it on MLS®” is not a marketing plan.

For buyers, the equivalent is the search and showing plan: how often you’ll receive new matches, who covers showings if the lead agent is unavailable, and how the agent vets off-market or pre-listing opportunities.

Test communication style early

How quickly does the agent return your first call or email? That response time will not get faster after you sign. Ask whether you’ll be working with the lead agent or a junior teammate, who handles after-hours, and what their preferred channel is — phone, text, or email — so it matches yours.

Confirm the commission and the contract length in writing

All real estate commissions in Ontario are negotiable — this is a Real Estate Council of Ontario (RECO) requirement, not a polite suggestion. You should see the proposed commission split between the listing side and the cooperating (buyer’s) side in writing, and you should see the length of the listing or buyer-representation agreement before you sign. A 90-day listing is standard; 180+ days is unusual.

If you want a deeper breakdown of how commissions work locally, see our explainer on realtor fees in Ontario.

Watch for these warning signs

• Refusing to put commission in writing. RECO rules require disclosure; an agent who balks is a hard pass.
• An inflated suggested list price. A common tactic to win the listing, then push for price reductions a week later. Compare against the agent’s last five sales.
• No comparative market analysis. If they cannot show you the comps, they did not do the homework.
• Pressure to sign immediately. A reputable agent gives you the agreement, the disclosures, and time to read.

Frequently Asked Questions

How many real estate agents should I interview?

Two to three is typical. One interview is too few to compare; more than four becomes hard to keep straight. Ask the same questions of each so you can compare answers.

Should I use a friend or family member who is licensed?

Only if they meet the same criteria you would apply to a stranger — active local sales record, current marketing plan, and willingness to put commission in writing. Personal relationships do not replace local market expertise.

Can I switch agents if it isn’t working out?

Yes — but the listing or buyer-representation agreement governs how. Most agreements allow either party to request a release; reputable agents will accommodate a clear mismatch rather than hold a client to a contract.

Does it cost more to use a top-producing agent?

Not usually. Commission is negotiable in Ontario regardless of the agent’s ranking. What you pay for with experience is fewer surprises and a tighter timeline, not a higher percentage.