After 15 years running Besser & Co Estate Agents and two decades in the industry, I’ve noticed a concerning pattern: real estate agents are masters at selling ourselves to vendors, but we often fall short on transparency once they sign with us.
We’re brilliant at building rapport during the pitch. We promise outstanding customer service, quick response times, and great results. But what happens after the authority is signed? Too often, that’s when the curtain comes down, and vendors are left in the dark about what’s actually happening with their sale.
I witnessed this disconnect early in my career, working for various agencies here in Victoria.
There seemed to be this black hole between signing the authority and signing the contract – a period where vendors were often frustrated by lack of information about what was actually happening behind the scenes.
It wasn’t that these agencies were doing anything wrong: The problem was more structural: the industry had normalised keeping vendors at arm’s length from the daily work of selling their property. We’d build strong rapport to win the listing and immediately create distance during the sales process.
When I founded Besser & Co, I wanted complete transparency to be our standard operating procedure.
This meant sharing everything: every buyer conversation, every piece of feedback, every photo and floor plan before publication, and every step of the campaign.
The results have been transformative not just for our vendors but for our entire business.
Here’s what I’ve learned about the power of radical transparency
First, it builds genuine trust that lasts beyond the initial pitch.
When vendors can see exactly what’s happening with their sale, they’re more confident in the process and in you as their agent. They understand the work that’s going into achieving their result.
Second, it actually makes our jobs easier.
When vendors are fully informed, they become partners in the process rather than anxious outsiders. They make better decisions because they understand the market feedback. They’re more likely to adjust their expectations based on reality rather than assumption.
Third, it creates a positive feedback loop.
Transparent communication throughout one campaign leads to stronger relationships, which leads to more referrals and repeat business. Our growth at Besser & Co has been built on this foundation.
However, implementing true transparency requires more than just good intentions. It needs systems and procedures that make communication automatic rather than an afterthought.
For us, this means:
- Clear policies about what information needs to be shared and when
- Structured procedures for documenting and sharing buyer feedback
- Regular vendor updates that go beyond just the basic numbers
- Technology that makes sharing information simple and systematic
- Training that emphasises the importance of keeping vendors informed at every stage.
The pushback I sometimes hear from other agents is that this level of transparency creates more work.
But in my experience, the opposite is true.
When you build transparency into your systems from the start, it reduces work in the long run.
You spend less time managing vendor anxiety and more time focusing on achieving the best possible result.
Another common concern is that transparency might undermine an agent’s negotiating position.
Again, I’ve found the opposite: When vendors trust you’re being straight with them, they’re more likely to take your advice during those critical moments in negotiation.
Looking ahead, I believe transparency will become increasingly important in real estate. Today’s vendors expect more information and involvement than ever before.
The real estate industry has traditionally operated like a black box – inputs go in, outcomes come out, but what happens in between remains mysterious. It’s time to open that box. Not just because it’s the right thing to do, but because it’s good business.
In an industry where trust can be in short supply, transparency isn’t just a nice-to-have. It’s your competitive advantage.
