Want to stand out as a real estate agent? Start with these strategies

What does it mean to stand out in today's real estate market?

A successful real estate agent is not necessarily the professional with the largest number of listed properties or the highest number of viewings. The real difference lies in the ability to understand clients' needs, present well-founded solutions and manage every transaction with professionalism.

The current market environment reinforces this need. According to data from Statistics Portugal (INE), residential property prices in Portugal increased by 16.5% in the second quarter of 2026 compared with the same period of the previous year. However, the number of transactions fell by 6.4%, revealing different trends between property prices and buying and selling activity.

These indicators highlight the importance of understanding the market beyond general trends. An agent needs to know how to interpret demand, identify opportunities and help clients make decisions supported by reliable information.

Standing out therefore means bringing together three fundamental qualities: technical knowledge, commercial consistency and the ability to establish lasting relationships. Developing these skills also requires an understanding of the resources and professional structures available. Exploring the Engel & Völkers offices in Portugal provides an overview of the brand's presence in different markets and helps identify potential professional development opportunities.

1. Develop a real estate specialisation

One of the most effective strategies for building a professional identity is to choose a market segment or geographical area in which to develop in-depth expertise.

An agent who tries to work with every type of property, in every location and with every client profile may end up communicating an overly generic professional image.

By contrast, a professional with extensive knowledge of a particular market can provide more specific and relevant information.

Choose a segment with potential

Specialisation can be developed in different areas:

• Residential properties: Apartments and houses intended for primary residences.

• Luxury real estate: Premium properties with distinctive features.

• Property investment: Properties intended to generate income or long-term capital appreciation.

• Second homes: Holiday homes, coastal properties and homes in leisure destinations.

• International market: Supporting foreign buyers interested in purchasing property in Portugal.

The choice should take into account existing knowledge, regional characteristics and the potential to develop a client portfolio.

A specialised professional does not need to reject every opportunity outside their chosen segment. The objective is to establish an area in which they become recognised for the depth of their knowledge and the quality of their recommendations.

2. Know the local market better than the competition

Local market knowledge remains one of the most valuable skills in real estate.

A property owner can browse listings and compare prices per square metre, but it is much harder to interpret all the differences between properties that initially appear similar.

An agent should be able to explain why two properties on the same street may have different values, how demand has evolved in a particular neighbourhood or which features are most attractive to buyers.

Developing this knowledge requires regularly monitoring:

• Asking prices and, where available, completed transaction values.

• New residential developments and urban planning changes.

• Demand for different property types.

• Accessibility, transport connections and public facilities.

• Changes in competing property supply.

• Specific characteristics of neighbourhoods and residential areas.

Local expertise is also developed outside the office. Walking through neighbourhoods, getting to know local businesses, following urban development projects and speaking with residents can help professionals understand factors that rarely appear in market statistics.

This knowledge can be particularly important in markets such as Lisbon, Porto, Cascais and the Algarve, where significant differences may exist between relatively close locations.

3. Learn to secure property listings through trust

Property acquisition is an essential part of a real estate career, but the commercial approach should evolve beyond repeatedly contacting property owners.

People considering selling a property often want answers to specific questions: how much their home is worth, whether it is the right time to sell, how long the transaction might take and which expenses may be involved.

A well-prepared agent should be able to address these questions before attempting to secure a commercial commitment.

An effective property acquisition strategy begins with a structured conversation designed to understand the owner's motivations and identify factors that could influence the sale.

Rather than promising an inflated price to win a listing, the professional should present comparable market data, explain the proposed marketing strategy and establish realistic expectations.

The trust built during this initial stage can influence the entire professional relationship. An owner who understands the recommendations received will be better prepared to cooperate in presenting the property and evaluating future offers.

4. Build a recognisable personal brand

A real estate agent's personal brand is not simply their profile photograph, logo or social media presence.

It is the perception clients develop of the professional through their communication, knowledge and approach to work.

A consistent professional identity should communicate the same values across different points of contact, from the first message to the presentation of an offer.

How to build a strong personal brand

Several decisions can help:

• Clearly define the target audience.

• Communicate a specialisation or geographical area of expertise.

• Use professional photography and consistent visual presentation.

• Publish useful information about the market.

• Demonstrate knowledge through practical examples.

• Maintain consistent and professional communication.

Personal branding should not be confused with constant self-promotion. Repeatedly publishing photographs of properties or commercial achievements may generate visibility, but it does not necessarily demonstrate an ability to solve problems.

An agent who explains how property valuations work, analyses local market trends or clarifies questions about buying a home is giving potential clients concrete reasons to trust their expertise.

5. Use digital marketing to generate qualified leads

Digital presence has become an important part of real estate activity, but simply publishing content is not enough to build a consistent client acquisition channel.

The objective should be to reach the right people at the right time with relevant information.

Real estate marketing can combine social media, informative content, video, digital advertising and search engine optimisation.

A professional specialising in a particular location could, for example, create content about the best neighbourhoods to live in, characteristics of the local housing supply or factors influencing property values.

This approach makes it possible to respond to real searches and create opportunities for contact before someone has made an immediate decision to buy or sell.

Google recommends developing content primarily to help users, prioritising useful, original and reliable information. This guidance is particularly relevant for real estate agents who want to build organic visibility through specialised content.

Publishing consistently and providing high-quality information are generally more important than producing large volumes of content without a clearly defined strategy.

6. Turn social media into a professional tool

Instagram, Facebook, LinkedIn and other platforms can contribute to an agent's visibility, provided that each channel serves a clear purpose.

Social media should not function exclusively as a showcase of available properties.

It can also be used to demonstrate knowledge, answer questions and show the work involved behind the scenes of a real estate transaction.

Relevant formats include short videos about residential neighbourhoods, explanations of the buying process, market analyses and content about preparing properties for sale.

For example, a video explaining three factors that can influence the value of an apartment may be more relevant to a property owner than a generic post advertising real estate services.

It is also important to adapt the language and approach to the target audience. Content intended for international buyers may require a different approach from material designed to inform Portuguese families interested in purchasing their first home.

The most important objective is for social media activity to reinforce professional credibility rather than depend entirely on generating views.

7. Improve the client experience at every stage

In a competitive market, the experience offered to clients can become one of the most significant factors of differentiation.

A buyer does not simply want to receive a list of properties. They want to understand which homes correspond to their needs and have someone available to clarify questions throughout the process.

Likewise, a property owner expects regular information about marketing activity, completed viewings, buyer interest and the progress of offers.

The quality of client support can be improved through simple procedures, such as establishing expectations during the first conversation, confirming the next steps and maintaining organised communication.

Small details also matter. Responding within reasonable timeframes, preparing information before viewings and avoiding unnecessary contact all communicate professionalism.

Follow-up should not depend solely on the client's initiative. An organised agent knows when to communicate, which information is relevant and when an additional explanation can make a difference.

8. Use technology and artificial intelligence wisely

Digital tools now make it possible to automate tasks that previously required several hours of administrative work.

CRM systems, contact management platforms, market analysis tools and artificial intelligence solutions can contribute to a more organised professional activity.

Artificial intelligence can help prepare initial property descriptions, organise public information, structure campaigns and produce early drafts of commercial content.

However, these tools should provide support rather than replace professional judgement.

An automatically generated property description may contain incorrect characteristics. A price analysis based on incomplete data may lead to inaccurate conclusions. Information should therefore always be verified before being communicated to clients.

Protecting personal data and confidential information is equally essential. Agents should avoid entering client documents or sensitive information into tools without appropriate security guarantees and compliance with the GDPR.

The true advantage of technology lies in freeing up time for activities that require human interaction, negotiation and market knowledge.

9. Create a structured lead follow-up system

Having a large number of contacts does not necessarily mean having a productive commercial portfolio.

The challenge lies in identifying which contacts represent genuine opportunities, monitoring their progress and maintaining an appropriate relationship with each potential client.

A CRM system can help organise this information and prevent valuable contacts from being forgotten.

What information should be monitored?

A commercial management system can include:

• Source of the lead.

• Client type and identified needs.

• Preferred location and budget.

• Stage of the buying or selling process.

• Date of the last interaction.

• Next agreed action.

• Results of viewings or meetings.

This organisation must comply with applicable personal data protection rules, including the lawful use of contact information and the requirements governing commercial communications.

The objective is not to turn every conversation into an immediate sales opportunity. It is to ensure continuity in client relationships and monitor their needs in an organised way.

A property owner who has not yet decided to sell may become a client several months later, provided that a relationship of trust has been established and appropriate follow-up is maintained.

10. Develop negotiation skills

Real estate negotiation involves much more than bringing the owner's asking price closer to the amount offered by a buyer.

Deadlines, financing conditions, necessary renovation work, handover dates and the individual circumstances of the parties can all influence the final decision.

A well-prepared agent should understand the interests involved and identify which elements are genuinely important to each person.

In certain situations, an offer with confirmed financing and a clearly defined timetable may offer advantages over a higher offer involving greater uncertainty.

The ability to explain these differences can help clients evaluate proposals more comprehensively.

It is also important to develop active listening and objection-handling skills. A buyer who considers the asking price too high may actually be expressing concerns about future renovation costs or financial capacity.

Identifying the real reason behind an objection makes it possible to find more appropriate solutions without resorting to unnecessary sales pressure.

11. Work with performance indicators

Commercial activity should be monitored through indicators that make it possible to evaluate results and identify opportunities for improvement.

Focusing exclusively on the number of properties listed or the volume of commissions can hide problems occurring at other stages of the process.

An agent may generate a large number of leads but convert very few into meetings. Another may organise numerous viewings without progressing to offers.

Analysing performance indicators helps identify where these difficulties arise.

Among the most useful indicators are the conversion rate from leads to meetings, the percentage of successful property acquisitions, the number of viewings per offer, the average time properties remain on the market and the proportion of transactions completed.

It is important to review these figures regularly without interpreting them in isolation.

A premium property may require a different marketing period from an apartment attracting strong demand. Likewise, not every lead has the same level of readiness.

Performance trends should be analysed according to the market segment, location and defined commercial objectives.

12. Invest in continuous training and technical knowledge

The real estate sector requires continuous learning. In addition to understanding properties and market trends, a professional needs to be familiar with the main procedures involved in a transaction.

Training may cover real estate taxation, financing, documentation, negotiation, marketing, communication and digital tools.

The legal framework is also important. In Portugal, the practice of real estate mediation requires a licence issued by the Institute for Public Markets, Real Estate and Construction (IMPIC) to the company carrying out mediation activities, in accordance with the applicable legislation.

Real estate mediation companies are also subject to specific obligations, particularly regarding the prevention of money laundering and terrorist financing.

An agent should understand the procedures relevant to their responsibilities and recognise when an issue needs to be referred to a qualified specialist.

Technical competence does not mean having an immediate answer to every situation. It means correctly identifying the problem and knowing how to find an appropriate solution.

13. Build a professional network that creates opportunities

A valuable contact network extends beyond buyers and property owners.

Lawyers, architects, engineers, condominium managers, construction professionals and other specialists can form part of a network of relationships that supports real estate transactions.

These connections can help agents better understand technical matters and refer clients to the appropriate professionals when specific needs arise.

Relationships with other real estate professionals can also create opportunities for collaboration, provided that applicable agreements and procedures are respected.

Joining a network with a presence across different markets can facilitate professional connections and improve access to knowledge and opportunities.

Engel & Völkers has a network of real estate offices across several regions of Portugal, making it possible to explore the brand's geographical presence and the distribution of its offices throughout the country.

The most effective networking is built through consistent professional relationships rather than simply exchanging contacts occasionally.

14. Learn to manage time like a professional

The flexibility associated with real estate can be attractive, but it also requires strong organisational skills.

Without a defined routine, it is easy to spend most of the day dealing with urgent tasks while neglecting activities that are important for long-term career development.

A professional should allocate time for prospecting, meetings, client follow-up, commercial preparation and continuous learning.

Weekly planning helps ensure that property acquisition activities do not stop completely during periods involving numerous viewings or ongoing negotiations.

It is also important to establish repeatable procedures, such as client follow-up templates, documentation checklists and meeting preparation routines.

Productivity should not be confused with being permanently available. Working in an organised way makes it possible to deliver a more consistent service while preserving time for personal activities.

15. Define a development plan for the first 90 days

Professional progress can become more consistent when clear objectives and measurable activities are established.

For anyone starting a career or looking to reorganise their professional activity, a 90-day plan can help establish commercial habits and identify priorities.

First 30 days: knowledge and preparation

• Study the local market and its main segments.

• Define the target audience and value proposition.

• Understand the team's procedures.

• Organise tools and contacts.

• Prepare an initial prospecting strategy.

Between days 30 and 60: commercial development

• Increase contact with potential clients.

• Conduct qualification meetings.

• Develop useful content about the market.

• Participate in property viewings and commercial activities.

• Build relationships with professionals in the area.

Between days 60 and 90: analysis and improvement

• Evaluate the leads generated and meetings completed.

• Identify the most effective commercial approaches.

• Improve communication and follow-up.

• Adjust objectives according to the results.

• Define priorities for the following quarter.

This plan should be adapted to the professional's experience, the market in which they operate and the support available.

The objective is not to establish universal sales targets, but to create a methodology for sustainable professional development.

16. Choose a real estate network aligned with your professional goals

The development of a real estate career also depends on the professional environment in which the activity takes place.

Training, mentoring, technological tools, marketing resources and collaboration between colleagues can all influence an agent's ability to grow.

When considering different opportunities, it is important to understand the working model, contractual conditions, available resources and performance expectations.

A recognised brand can help establish initial credibility with certain clients, but it does not replace the need to develop expertise and build relationships of trust.

Engel & Völkers combines an international presence with activity across different local markets. Through its international real estate network, professionals can explore a working environment focused on developing skills and providing specialised real estate services.

For anyone looking to build a long-term career, the most important factor is finding a professional structure that matches their ambitions and preferred way of working.

The real difference lies in consistency

Standing out as a real estate agent does not depend on a single strategy or tool. Professional success results from combining knowledge, organisation, commercial skills, continuous learning and the quality of service provided to clients.

The market will continue to evolve, as will the expectations of buyers and property owners. The ability to adapt will therefore be just as important as accumulated experience.

Understanding the Portuguese property market also helps professionals make informed commercial decisions and identify opportunities. The Engel & Völkers Market Study provides information on relevant trends and indicators, helping professionals understand developments in the sector and approach their work with greater market awareness.

For anyone looking to develop a career in real estate, differentiation begins with a commitment to continuously improving professional skills and choosing an environment that supports that development. Discover the opportunities to join the Engel & Völkers team and learn more about its working model, available resources and the possibilities of building a professional career within an international real estate network.

Frequently asked questions

Is it possible to stand out as a real estate agent without previous experience?

Yes. Professional experience in other industries can provide valuable skills for working in real estate. People coming from sales, management, hospitality, financial services or customer support may already have developed relevant communication, organisational and relationship-building abilities. However, it is necessary to acquire specific knowledge of the sector and understand the procedures involved in real estate mediation. The transition can be more effective when suitable training, professional support and opportunities to learn from experienced colleagues are available. It is also important to recognise that building a client portfolio takes time. Starting a career in real estate should therefore involve realistic objectives and financial preparation, particularly when the remuneration model depends on successfully completed transactions.

How long does it take to build a solid career in real estate?

There is no universal timeframe. Professional development depends on factors such as previous experience, the market in which the agent operates, existing contacts, dedication and available resources. Some professionals manage to complete transactions relatively early, while others need more time to develop their commercial portfolio. The most important consideration is that a sustainable career should not be assessed solely on its initial results. The ability to generate referrals, maintain professional relationships and develop a recognised market position is built progressively. A good strategy involves establishing short-term objectives without losing sight of the need to create consistent long-term activity. Progress should be evaluated through both the quality of working processes and the results achieved over time.

Should a real estate agent work exclusively in one geographical area?

Not necessarily, although geographical specialisation can offer commercial advantages. Having extensive knowledge of a particular area makes it easier to analyse prices, identify distinctive property features and communicate with clients. This expertise can also contribute to building a strong local reputation. However, some professionals work across several regions or market segments, particularly when supporting buyers with specific requirements. The important factor is ensuring that accurate information and appropriate support can be provided in every location covered. Expanding into new territories should be a strategic decision based on genuine opportunities and available operational capacity, rather than simply an attempt to increase the number of properties being marketed.

Is it necessary to speak foreign languages to work in real estate?

It is not a universal requirement, but it can represent a significant advantage in certain Portuguese property markets. Areas with international demand, such as Lisbon, Cascais, Porto and the Algarve, may provide opportunities to interact with buyers from different countries. Speaking English can facilitate communication, while other languages may be particularly relevant depending on the client profile. However, language proficiency should be accompanied by professional knowledge and the ability to explain buying and selling procedures accurately. An agent working with international clients should understand that cultural differences and varying expectations may influence communication. When specific legal or tax questions arise, these should be referred to appropriately qualified professionals.

Is it better to start a real estate career full-time?

The answer depends on personal circumstances, financial conditions and the collaboration model selected. Working full-time can make it easier to attend training sessions, participate in viewings, organise meetings and carry out commercial activities, allowing professional skills and relationships to develop more consistently. However, entering the profession should involve assessing whether there is sufficient financial stability to manage an initial period of potentially irregular income. It is also important to examine contractual conditions and the expectations of the organisation with which the professional intends to collaborate. Before making a decision, establishing a personal budget and understanding the costs associated with the activity can be useful. The most appropriate choice is one that allows a consistent professional routine without compromising financial stability.

How should an agent deal with periods without completed transactions?

Irregular commercial results can be part of working in real estate, particularly when remuneration is linked to completed transactions. During quieter periods, it is important to continue developing activities that may create future opportunities. Reviewing the client portfolio, updating professional knowledge and improving follow-up procedures can help identify areas requiring attention. It is equally important to distinguish between market-related factors and aspects directly controlled by the professional. Not every delay results from a commercial problem, as transactions may depend on financing, documentation or decisions made by clients. Financial preparation and realistic expectations are also important for managing these periods in a balanced way.

How should a real estate agent explain their fees to clients?

Communication about fees should be clear and transparent from the beginning of the commercial relationship. Clients should understand which services are provided, what conditions have been agreed and under what circumstances payment becomes due. Remuneration may vary depending on the mediation company, type of transaction and contractual terms. Professionals should avoid presenting figures or commitments that have not been properly established. Rather than discussing only a percentage, it is important to explain the work involved in marketing, client support and transaction coordination. Professional communication on this subject helps establish realistic expectations and reduces the risk of misunderstandings or disputes later in the process.

What characteristics should a good real estate team have?

An effective real estate team should combine complementary skills, clear communication and consistent procedures. Having professionals with different levels of experience can encourage learning and knowledge sharing. Continuous training, access to appropriate tools and the availability of support when questions arise are equally relevant. It is also important to develop a professional culture in which responsibilities are clearly understood and commercial objectives do not compromise service quality. For an agent beginning their career, professional guidance can be particularly valuable when preparing meetings, organising documentation and managing negotiations. A strong team should encourage individual development while maintaining a collaborative approach and focusing on the quality of the experience provided to clients.