Matt O’Donaghue, REBAA SA Rep
Something is shifting. For years, part of a buyer’s agent’s job was simply explaining what a buyer’s agent actually does. The blank looks, the polite nods, the “oh, so you’re like a selling agent?” conversations. We’ve all had them.
But lately, the questions have changed. People are coming to us already knowing what we do. They want to know how we can help them specifically – how we operate, what our process looks like, why they should choose us over anyone else. That shift in the conversation is not accidental, and it’s not small. It’s the result of years of collective effort across our profession, and it signals something REBAA has been working towards for a long time.
It feels like we’re at an inflection point… and how REBAA members show up right now – every day, in every interaction – will help this momentum to keep building in the right direction.
Recognition is the starting line, not the finish
Increased public awareness of buyer’s agents is a win worth celebrating. But awareness alone doesn’t build a profession’s reputation – quality does. The next challenge isn’t just getting people to know what a buyer’s agent is. It’s getting them to seek out the right kind of buyer’s agent. One who is qualified, independent, bound by a genuine code of conduct, and truly working in their corner.
That’s where REBAA membership really matters. Our rigorous entry requirements and code of conduct aren’t just box-ticking exercises. They’re the difference between a professional who can be trusted with one of the biggest financial decisions a person will ever make, and someone who simply carries a licence.
The opportunity right now is to make that distinction visible. And it starts with what each of us does daily.
Talk about your standards, not just your services
When a prospective client contacts you, they’re likely doing some version of due diligence by comparing options, reading reviews, and maybe even speaking to a few buyers’ agents.
This is your moment. Don’t just tell them what you do. Tell them how you do it and why that matters.
Mention your REBAA membership naturally, in context. Explain what it means, that you’ve met a higher standard, that you operate under a code of conduct that holds you accountable, that you’re part of a community committed to raising the bar. Most people won’t know to ask about it. That’s why you need to bring it to the conversation.
This isn’t about self-promotion. It’s about helping clients make informed decisions. When someone understands the difference between a REBAA member and an unqualified operator, they can make an informed choice. And that protects both them, and the integrity of our profession.
Let your process speak louder than your pitch
Trust is built through consistent, professional behaviour, not through marketing language. Every time you respond to an enquiry promptly, provide clear and honest advice, document your conflicts-of-interest policy, and explain your fee structure without the fine print shuffle, you are demonstrating what a credible buyers’ agent looks like in practice.
That matters beyond the individual client. Former clients talk. Selling agents share intel on BA’s with professional standards. Mortgage brokers, financial planners, and solicitors refer people to us because they’ve seen us operate with integrity. Every interaction is both a service moment and a reputation builder. Don’t let the opportunity to grow awareness pass.
Use your platforms with purpose
Social media, newsletters, and community conversations are not just lead generation tools, they’re also education channels.
Use them to help your audience understand what sets a professional buyer’s agent apart from someone who operates in a similar space. Share your thinking. Talk about how you approach due diligence, how you handle a negotiation, and how you manage a conflict of interest. This kind of content builds credibility and, over time, shapes public expectations of the profession.
When people have a clearer picture of what quality looks like, they’re more likely to ask the right questions when they’re choosing who to work with. That lifts standards across the board.
Hold the line on the hard stuff
Perhaps the most important contribution any REBAA member can make to the profession’s reputation is simple: don’t compromise. Don’t cut corners under commercial pressure. Don’t let the urgency of a deal override your duty of care.
The profession’s reputation is the sum of its members’ conduct. Every time a REBAA member chooses integrity over convenience, they are making a deposit into the trust that the public is beginning to place in our industry.
The shift in buyers’ agent awareness we’ve observed is encouraging, but it is fragile. Public trust is hard won and easily lost. Our job now is not just to ride the wave of growing recognition, but to ensure that recognition is firmly attached to quality, credibility, and the kind of professionalism that REBAA has always stood for.
The moment is now. Let’s not waste it.
