Observing European practices allows us to anticipate developments and adopt the best strategies before they become the norm.
How do the best real estate agents stand out today? A study conducted in Portugal among 517 professionals in the sector reveals the key performance factors.
What the Portuguese study reveals
The European real estate sector, including Portugal and France, is significantly behind in the adoption of digital technologies. However, the study clearly shows that the digital orientation of estate agents directly influences their skills, sales strategy and commercial results.
Professionals who actively integrate digital tools into their daily work perform significantly better.
The three pillars of performance
Digital orientation: the new mindset
High-performing agents adopt a truly digital approach: social media, CRM, virtual tours, electronic signatures, etc. The study reveals that this digital orientation has a positive impact on skills development and the implementation of sales strategy.
Essential skills
Three fundamental areas distinguish the best agents: prospecting (identifying and qualifying customers), presentation (promoting and convincing), and closing (turning interest into a signature). Today, these skills must be enhanced with digital capabilities: multi-channel communication, data analysis, and mastery of digital tools.
Structured sales strategy
The best results are achieved when agents effectively implement a consistent sales strategy. Digital skills greatly facilitate this implementation: a well-used CRM system allows agents to schedule follow-ups, tailor their pitch to the customer profile, and never miss an opportunity.
Experience vs. age: surprising results
The analysis reveals two key personal factors:
- Experience: a major asset – Experienced agents generate more revenue, sell newproperties more easily, gain market share and achieve their targets more readily. Theirknowledge of the market, their network and their ability to manage complex situationsmake all the difference.
- Age: an unexpected hindrance – Unlike experience, the age of agents has a negativeimpact on their performance. Younger professionals generally perform better. Theexplanation? Probably greater agility in the face of new technologies and marketdevelopments, as well as a natural proactivity in the face of change.
This distinction between experience (positive) and age (negative) is fundamental: it suggests that it is not age that matters, but the ability to renew oneself and adapt.
Lessons for the French market
- For estate agents – Investing in digital transformation is no longer optional. Continuoustraining is becoming essential: understanding new technologies and knowing how tointegrate them into one's commercial routine.
- For agencies – Supporting the upskilling of teams is a strategic priority. Mixing profilescan be a winning strategy: combining the experience of senior staff with the digital agilityof junior staff creates complementary partnerships.
- For sellers and buyers – Demanding modern service is legitimate. An agent who isproficient in digital tools saves you time while offering more personalised and responsivesupport.
The transformation is underway
The Portuguese study highlights a universal reality: the real estate sector must accelerate its digital transformation to remain competitive. This transformation concerns not only tools, but also mindsets. The modern estate agent must be an expert in their local market, a strategic advisor and a seasoned user of technology.
Observing the dynamics at work among our European neighbours allows us to anticipate trends and adopt best practices before they become essential.
Key takeaways
Successful agents combine digital orientation, up-to-date commercial skills and a structured strategy. Experience remains a major asset, provided that agility is maintained. Digital technology does not replace humans; it frees them up to focus on what matters most: customer relations.
Based on the study by Silva, P.M., Santos, J.F., & Moutinho, V.F. (2023). "Salespeople's performance and digital technologies in real estate: Evidence from the Portuguese retail real estate sector". Journal of General Management, 49(1), 18-31. https://doi.org/10.1177/03063070221117265