How to get work and referrals from real estate agents
Every sale needs photos, often styling, a clean and a tidy garden, and then a move. Agents book some of that and recommend the rest. Here is how to become the name they give out.
Who they are
A sales agent lists homes for sale, runs the campaign and negotiates the price. They work for the seller, who agents call the vendor, and they are paid on commission when the property sells. Their whole job is the weeks between listing and settlement, and anything that makes the home sell faster or for more is worth their attention.
That makes agents two kinds of customer at once. For the marketing, such as photography, floor plans, video and sometimes styling, the agent usually books the supplier, and the vendor generally pays as part of the campaign. For the rest, such as a pre-sale clean, a garden tidy, a touch-up paint job or the move itself, the agent recommends someone and the vendor or buyer books and pays directly.
Either way the agent's name is on the result. A photographer who delivers sharp images the next morning, or a cleaner who makes an open home shine, makes the agent look good to a vendor who might sell again or refer a friend. That's why agents keep a short list of people they trust. If you take photos, see photographers. Cleaners, see cleaners.
What they’ll ask a new supplier for
- Your ABN and business details
- Public liability insurance, since you’ll be working in a client’s home
- Examples of recent work, especially for photographers and stylists
- A price list or package they can share with vendors
- Your turnaround time and how far ahead you need booking
- For drone photography, your CASA registration and operator accreditation
What they buy, and what they pass on
Property photography and video
For every listing. The agent usually books it and the vendor pays through the campaign. Fast turnaround matters.
Styling
For homes that are empty or need help to present. Booked or recommended by the agent, often for higher priced listings.
Pre-sale cleaning
Before photos and the first open home. Usually recommended, with the vendor paying.
Gardens, painting and small repairs
Lawns, hedges, a fresh coat on a tired wall, fixing what a buyer’s inspector would notice. Referred to the vendor.
Removals
Recommended to vendors moving out and buyers moving in. Steady referrals if the agent sells a lot.
Building and pest inspections
Buyers commission these. Agents are often asked who to use.
How they choose who to use
Turnaround
Campaigns run to tight dates. A supplier who can come this week and deliver the next day gets booked.
Quality that sells
Photos and presentation are judged against every other listing on the portals. Weak work costs the agent the vendor’s trust.
How you treat their vendor
You’ll be in the client’s home. Courtesy and clear pricing protect the agent’s relationship.
Reliability on the day
A missed shoot or a late clean can push back the whole campaign.
Being easy to recommend
A clear price list and simple booking means the agent can hand your details over without having to explain.
Getting on their list
Agents rarely run a formal supplier panel for sales. Most work from a personal list: a photographer they book every week, a stylist they trust, and a few names they hand vendors who ask for a cleaner or removalist. Some agencies keep an office list that everyone uses, so one agent can introduce you to the rest. Your way on is one agent who likes your work.
Know the referral rules before you offer anything in return. In Queensland, an agent who refers a buyer to a business they have a relationship with, or who gets a commission or other benefit for it, must disclose that on a Disclosure to potential buyer form (Form 8). Other states have their own rules about rebates and benefits, so don't assume. Offering a kickback can put the agent in breach, and many would rather you didn't.
Drone shots are common in property marketing. Flying a drone of 2 kg or less for business is allowed without a remote pilot licence, but you need CASA operator accreditation, a registered drone and to follow the drone safety rules. Larger drones need more. For more on earning referrals, see the guide to referrals from other businesses.
How to approach them
Look at their current listings
See whose photos look tired or whose homes look unprepared. That’s where your work makes the clearest difference.
Write to the agent, not the office
Agents run their own business inside the agency. Write to one by name, ideally one who lists a lot in your area.
Make it about their vendor
Say how your work helps the home present or the move go smoothly, in a line or two.
Offer one easy trial
A photographer might shoot one listing at their usual rate with a next-morning delivery. A cleaner might take one pre-sale clean.
Stay in touch lightly
Agents remember who was there when they needed someone. A short note when you have availability is enough.
A first email that works
Hi Jess, I run a small cleaning business in Toowoomba and saw you have a few homes coming up for sale around Rangeville. We do pre-sale and vacate cleans, usually within a few days of booking, and we’re used to working around photo shoots and open homes. Vendors book and pay us directly, so it’s no cost to you. If a vendor ever asks you for a cleaner, I’d be glad to be a name you can pass on. Happy to send a price list and our insurance first. Would a price list be useful? Thanks, Anna
An example only. The business is made up.
Three mistakes that cost the work
Offering a referral fee without thinking
Depending on the state, the agent may have to disclose it or may not want it at all. It can make them less likely to refer you.
Pitching the whole office at once
A generic email to the front desk rarely reaches an agent. One agent who trusts you will introduce you to the rest.
Slow delivery on the first job
Campaigns run to dates. Miss the first deadline and you won’t get a second booking.
Businesses that work with real estate agents
Part of Get referred. See every kind of business we write to on Who buys from you.
Questions people ask
Who pays, the agent or the vendor?
For marketing such as photos, the agent usually books and the vendor pays through the campaign. For cleans, gardens and removals the vendor or buyer usually books and pays you directly. Ask each agent how they want it handled.
Should I pay agents for referrals?
Be careful. In Queensland an agent must disclose a referral relationship or benefit to a buyer on Form 8, and other states have their own rules. Many agents prefer a good supplier to a fee. If you do offer something, check your state’s rules first.
Do I need a licence to fly a drone for real estate photos?
Not a remote pilot licence for a drone of 2 kg or less, but you do need CASA operator accreditation, a registered drone and to follow the drone safety rules. Check CASA’s current rules before you fly.
Are agents worth it for a removalist or cleaner?
Yes, if the agent sells a lot near you. Each sale means a vendor and usually a buyer who need help moving or cleaning.
How do I get past the first agent?
Do the work well and ask if they’d mention you to the others in the office. Agents talk, and offices often share a list.
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