Why Agent Choice Matters More in 2026
After the 2024 NAR settlement, the way buyers and sellers engage agents in San Diego has changed: buyers now sign written representation agreements, commissions are negotiated upfront and disclosed clearly, and the days of "the seller pays for everything automatically" are over.
This makes agent selection more important than ever. A great agent saves you 2–5% on price, weeks of stress, and bad deals you didn't see coming. A bad one costs you all of it.
This is a practical guide — written by an agent — on how to choose well.
The 10 Questions to Ask
- How long have you been licensed, and how many transactions did you close last year? A part-timer doing 3 deals/year is a different animal from a full-time pro doing 30+.
- What percentage of your business is buyers vs sellers? A listing-heavy agent may not give your buyer search full attention (or vice versa).
- What neighborhoods do you actually live in or focus on? Generalists who "cover all of San Diego County" usually know none of it deeply.
- Can you share 3 recent comparable transactions in my price range and area? Specific recent deals reveal real experience.
- What's your average list-to-sale ratio? For sellers, this tells you how well they price and negotiate.
- How do you handle multiple-offer situations? The answer reveals whether they have a real playbook.
- Who is on your team, and who will I actually work with? Some "top producers" hand you off to a junior agent.
- What's your communication style and response time? Set the expectation early.
- Walk me through your marketing for a listing. For sellers — see real examples, not a generic deck.
- What's your commission and what's negotiable? Get it in writing.
Red Flags
- Promises a sale price way above comps — they're buying the listing, not pricing it honestly
- No recent transactions in your area — local knowledge matters; verify with closed comps
- Pressures you to sign immediately — any good agent gives you space to compare
- Vague on commission structure — post-settlement, this must be clear and in writing
- Won't share references — every honest agent has clients who will speak openly
- Reviews are exclusively 5-star with no detail — patterns matter more than scores
- No online footprint or thin website — a serious agent has real digital presence
What Experience Actually Predicts
Years in the business alone is a weak predictor. What matters:
- Total transactions (not just dollar volume) — repetition builds judgment
- Range of property types handled — luxury, investment, first-time, foreclosure, REO
- Local market depth — they should know specific streets, not just zip codes
- Network — pocket buyers, off-market sellers, vetted lenders, inspectors, contractors
- Track record across market cycles — agents who only worked the 2019–2022 boom haven't been tested
Commission Realities in 2026 (Post-Settlement)
- Listing commissions are negotiated between seller and listing agent (typically 2.0% – 3.0% in San Diego)
- Buyer-side commissions are now negotiated between buyer and their agent in a written agreement
- The seller may or may not offer compensation to the buyer's agent — it varies deal to deal
- Dual agency (one agent representing both sides) is legal in CA but rarely in your interest
Get total compensation in writing before you sign anything.
How to Compare Agents Fairly
Interview 2–3 agents. Ask each the same questions. Score on:
- Local knowledge of your specific target neighborhoods
- Quality of their marketing and process
- Strength of their network (off-market, pocket buyers, vendors)
- Communication fit
- Honesty in pricing or buyer-strategy conversations
- Commission and value alignment
The cheapest agent is rarely the best deal. The most expensive isn't automatically the best either. Look for clear value-for-fee logic.
What I Bring to the Conversation
I've been licensed since 2004, closed over $500M in transactions, personally flipped 70+ properties, and I focus on coastal North County and luxury San Diego. I'm a broker/owner — meaning I'm accountable for the work, not handing you off.
If you're interviewing agents, I'd want to be one of them. Reach out for a no-pressure consultation — half-hour by phone or in person.
