Questions to Ask Before Hiring an Edmonton REALTOR®

by Nathan Lorenz

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Questions to Ask Before Hiring an Edmonton REALTOR®

Hiring a REALTOR® is one of the most important decisions you'll make when buying or selling a home. Yet most people spend more time researching a new appliance than they do evaluating the agent who will handle one of the largest financial transactions of their life.

In Edmonton's 2026 real estate market — where conditions are more balanced, inventory is higher, and precision matters — choosing the wrong agent is a costly mistake.

This guide covers the most important questions to ask before hiring an Edmonton REALTOR®, and what strong answers actually look like.

Why the Interview Process Matters

Most sellers and buyers accept the first agent they speak with — often someone referred by a friend or family member — without asking a single qualifying question.

The problem is that real estate licensing does not equal real estate performance. There are thousands of licensed REALTORS® in the Edmonton area. Their experience levels, marketing capabilities, market knowledge, and results vary dramatically.

The interview process is your opportunity to separate high-performing agents from average ones before it costs you.

Questions to Ask Before Hiring an Edmonton REALTOR®

1. How Many Homes Have You Sold in the Last 12 Months?

This is the most direct measure of an agent's current activity level. An agent who has sold 20+ homes in the last year is operating in the market daily. An agent who sold 3 homes may not have the volume of experience to navigate a complex transaction confidently.

What to look for: A consistently active agent with meaningful transaction volume in your price range and property type.

2. What Is Your Average Sale Price vs. List Price Ratio?

This metric tells you how close an agent gets to the asking price on the homes they sell. A ratio at or above 98–100% indicates strong pricing strategy and negotiation skill. A ratio consistently below 96% may signal overpricing, weak marketing, or poor negotiation outcomes.

What to look for: An agent who can provide this number confidently and explain what drives it.

3. What Is Your Average Days on Market?

Days on market (DOM) is a direct measure of how efficiently an agent sells homes. Compare the agent's average DOM to the Edmonton board average for the same period. Agents who consistently sell faster than the market average are doing something right — whether it's pricing, marketing, or buyer reach.

What to look for: An agent whose average DOM is at or below the Edmonton market average for your property type.

4. What Does Your Marketing Plan Include?

This is where significant differences between agents become very clear. A basic agent puts your home on MLS and waits. A strong listing agent deploys a full marketing strategy designed to maximize buyer exposure in the critical first 7 days.

Ask specifically about:

Professional photography and video
Social media advertising (Facebook, Instagram, TikTok)
Google search visibility
Email marketing to active buyer databases
Staging consultation or coordination
Open house strategy

What to look for: A detailed, specific marketing plan — not vague promises about "getting your home maximum exposure."

5. How Do You Approach Pricing Strategy?

Pricing is the single most important variable in any home sale. Ask the agent to walk you through their comparative market analysis (CMA) process. How do they select comparables? How do they account for current inventory and buyer behaviour? How do they position your home relative to competing listings?

Also ask: "What happens if we disagree on price?"

A strong agent will be direct and data-driven. They will tell you what the market says, not what you want to hear.

What to look for: A clear, analytical approach to pricing — backed by current Edmonton market data, not gut feel or inflated numbers designed to win the listing.

6. Have You Sold Homes in My Neighbourhood or Price Range?

Local market knowledge matters. An agent who has sold multiple homes in your neighbourhood understands the buyer profile, the competing inventory, and the pricing nuances specific to that area. This is especially important in Edmonton's diverse market, where conditions can vary significantly between communities.

What to look for: Demonstrated experience in your specific area or price segment — not just general Edmonton experience.

7. How Will You Communicate with Me Throughout the Process?

One of the most common complaints sellers and buyers have about REALTORS® is poor communication. Before hiring anyone, establish clear expectations around:

How often you'll receive updates
What communication channel they prefer (phone, email, text)
How quickly they respond to questions
Who handles communication if they are unavailable

What to look for: A clear communication process, not vague assurances that they'll "always be available."

8. Can You Provide Recent Client References?

Any serious, experienced REALTOR® should be able to provide references from recent clients without hesitation. Ask to speak with clients who sold a property similar to yours — in price range, property type, or neighbourhood.

Online reviews (Google, Yelp, RateMyAgent) are also a reliable signal. Look for volume of reviews, recency, and specific detail about the agent's performance — not just generic praise.

What to look for: Recent references, verifiable online reviews, and a willingness to let their past results speak for them.

9. What Is Your Commission Structure and What Does It Include?

Commission is a legitimate conversation to have — but it should never be the primary deciding factor. Understand exactly what is included in the fee before comparing agents on cost alone.

A lower commission may mean reduced marketing spend, less negotiation effort, or a less experienced agent. The difference between a strong and weak agent outcome often far exceeds any commission savings.

What to look for: Transparency about what the fee includes — and an agent whose results justify their structure.

10. What Is Your Strategy If the Home Doesn't Sell Quickly?

Not every home sells in the first week. Ask the agent directly: "What is your plan if we don't receive strong offers early on?"

Their answer reveals how proactive and strategic they are. A strong agent has a clear framework for analyzing market feedback, adjusting strategy, and maintaining momentum — not just a plan to recommend a price reduction.

What to look for: A thoughtful, data-driven response that goes beyond "we'll drop the price."

Red Flags to Watch For

During the interview process, be cautious of agents who:

Promise an unusually high list price without data to support it
Can't provide their average DOM or sale-to-list ratio when asked
Have vague or generic marketing plans with no specifics
Pressure you to sign immediately without giving you time to compare
Downplay the importance of strategy in favour of personality or relationships

These are signals that the agent prioritizes winning the listing over delivering results.

The Bottom Line

Hiring an Edmonton REALTOR® without asking the right questions is one of the most common — and avoidable — mistakes sellers and buyers make. In a market like Edmonton's 2026 environment, where conditions require precision and strategy, the agent you choose has a direct impact on your financial outcome.

Ask the hard questions. Evaluate the answers critically. Choose based on data and demonstrated results — not familiarity or promises.

Looking for an Edmonton REALTOR® who can answer every one of these questions with data? Contact Nathan Lorenz at lorenzgroup.ca to book a no-obligation consultation.