Should You Hire a Referral Agent?
What Really Happens When Your Agent Refers an Agent To You
When seeking a professional's services, people ask friends, family, and colleagues for referrals all the time. After all, who better to recommend a pro than a person with experience? But suppose you learn that your source got a kickback from the individual they referred you to—in other words, they were paid for recommending him or her.
That's exactly what happens when a real estate agent refers another agent. Some in the business see this practice as perfectly acceptable. But most find it a bit despicable. Let's look more closely at how real estate agent referrals work.
How a Real Estate Referral Agent Works
People who do real estate referrals function like an agent's agent. While they have real estate licenses and are affiliated with real estate brokerages, they usually don't list or locate properties for clients; instead, they find an active agent for individuals to work with. In return, they receive a finder's fee from the agent they referred—a percentage of the agent's commission, when and if the deal goes through.
Referral agents work with both listing (seller's) agents and buyer's agents. The size of their referral fee depends on a variety of factors, but they range from 10% to 50% of the total commission received. And it comes "off the top" before the commission is split between the active listing and buyer's agents.
Let's say a seller agrees to pay a listing agent seven apple pies. That listing agent might decide to keep three of the pies for her own family, and she may offer four of the pies as compensation to the agent who brings a buyer. If the buyer's agent must pay a referral fee for the buyer, and that referral fee works out to be 25%, it means that buyer's agent will get only three pies. One apple pie will go to the agent who referred the buyer.
The Controversy Over Referral Agents
There are legitimate reasons for the referral process. Often, a veteran real estate agent or broker who is semi-retired will transition into a referral agent. Or let's say a house-hunter has decided to broaden his search into a neighboring state that his real estate agent doesn't know or isn't licensed in; that agent may well refer him to a colleague who can help, in return for collecting a fee. At some time or another, most professionals admit, almost every real estate agent in the business will agree to pay a referral fee in exchange for a client.
So, why do many pros frown on the practice? Part of the problem is that, although technically the referral fee is paid by the active agent's brokerage to the referral agent's brokerage, the whole process still has a whiff of kickback to it.
Especially when you consider the effort of the referral agent, who might be a solo practitioner or who might be part of a real estate referral company. Ideally, the referral agent should be coming up with people he or she knows well, experienced agents with solid track records and expertise in your type of property and the local market. But much of the time the referral agent just looks at a list and picks a name or two; the agents that are referred are complete strangers. This is especially typical in the increasing number of online referral agencies, who promise to find agents across multiple states or even countries.
Other referral agents go strictly by the numbers: They simply recommend the agent who offers the highest referral fee.
What Kind of Agent Pays a Referral Fee?
Then there's the whole question of the competency of the agent who pays those fees. Real estate pros who need to outbid each other to get referrers' nods, surrendering a portion of their precious commission, might not be your best bet for representation. Some could be new to the profession or new in town and need referrals to get their careers going. But some agents seek out referrals because they have no other way to get any business. A rep who has little experience or who isn't good at the game: Do either of these sound like a great pick for you?
Real estate is a tough field, in which about 80% of the agents do not make enough to live on. But you will probably never find a top producing agent, one of the lucky 20%, relying on referrals as a source of business.
Middlemen have always existed in the real estate business—look at mortgage brokers, for example. But many real estate professionals see referral agents as simply parasites: "Those who can, do; those who can't, refer." That being said, there are referral agents with expertise who can be of service, depending on your situation. Just be aware that, when you employ one, you become a commodity that the agent is selling to another agent.