How to check an agent markets a show house properly

When a show house is poorly marketed, your property sits empty on viewing day while the agent watches their phone. Worse, a trickle of unsuitable viewers wastes everyone's time, or worse still, no one shows up at all. Poor marketing often stems from laziness or stretched resources—posting a listing once and hoping word-of-mouth carries it. Before you hand over your keys to an agent, verify that they actually have a system for getting buyers through the door.

Search the agent's past show houses online

Start by asking the agent for the addresses of three to five properties they've hosted recently. Search each one online—estate agent websites, property portals, social media, local community groups. Look for repeated, recent posts advertising the viewing dates and times. Check whether they list the property on Gumtree, Property24, Pam Golding's network, or their own website. If you find nothing, or only a single dusty listing from months ago, that's a sign their marketing reach is limited.

Phone calls and WhatsApp broadcasts to their contact list matter, but they are not enough. Proper marketing means paying for visibility on platforms where buyer searches happen. Ask the agent directly: "Where do you advertise show houses, and how much budget do you allocate per property?" Their answer will reveal whether they treat marketing as a cost or an afterthought. Agents serious about draw typically use multiple channels—portals, social media, community bulletin boards, and email newsletters. Some run paid ads or partner with local Facebook groups.

While you are searching, note how the agent presents themselves online. Do their posts look professional and recent? Are photos clear, captions descriptive, and call-to-action prompts included? Or are listings bare-bones, with typos and blurry images? Marketing skill and care show in the small details.

Speak directly to three recent sellers

This is non-negotiable. Ask the agent for contact details of three people who have sold through them in the past six months. When you call them, ask specifically about the show house experience: "How many people came through on your viewing day?" and "Did the agent seem to market the property actively before the viewing date?" Listen for enthusiasm or disappointment in their tone.

Ask whether the agent followed up with the viewers afterwards—did they report back on feedback, interest level, and next steps? Thorough marketing includes tracking the quality and volume of interest. If the agent leaves this part vague, ask whether the sellers ever saw evidence of promotion (copies of ads, screenshots of online listings, records of calls made).

If a reference mentions low turnout or weak marketing, ask whether the property eventually sold and, if so, how the process changed. Some agents improve their approach after a slow show; others repeat the same mistakes. You are trying to gauge consistency and self-awareness.

Second, ask each reference whether the agent invited specific buyer profiles or interest groups. If the property is a rental investment unit, did the agent contact property investors? If it's a starter home, did they reach out to first-time buyers in local networks? Targeted marketing beats spray-and-pray.

Check their professional standing and track record

Ask for their estate agent license number and confirm they are registered with the Estate Agency Affairs Board (EAAB). This is non-negotiable—it ensures they operate under a code of conduct and can be held accountable if they act dishonestly.

During your conversation, ask how long they have been in the business and how many show houses they run per month. An agent who hosts one show per quarter is unlikely to have refined systems. One who runs several per month has learned what works and what does not.

Finally, ask them to describe their exact marketing timeline. When do they start? Do they visit the property before marketing to understand its strengths? How do they adapt messaging if early interest is weak? A vague answer suggests they wing it. A detailed plan shows they think strategically.

Once you have compared agent systems and references, you will have a clear picture of who actually brings buyers to the door. On Strove, you can filter estate agents by verified ratings and reviews, which speeds this process considerably.