Any agent can sell a penthouse, right?
I don’t think so.
While many agents are proficient at their job – and could potentially be a good fit – when it comes to selling your precious penthouse, you want to make sure you have the absolute best person at the helm.
These questions are, in my opinion, the best ones to most effectively vet your prospective agent:
1. “What price do you think should I list at?”
Asking about the price is the quickest way to gauge the agent’s knowledge of the market and their ability to support their recommendation with data. A skilled agent should reference recent comparable sales (if there are any,) current market conditions and your penthouse’s unique features. Their response will reveal whether they’ve done their homework or are just guessing.
2. “What presentation services do you conduct (beyond photography?)”
High end properties require more than just basic photos…they demand a polished, multi-layered presentation that attracts serious buyers. This question will help you understand if the agent offers services like video tours, drone footage, 3D walkthroughs, staging, floor plans and virtual open houses. All of these elements can significantly increase buyer interest and perceived value, so make sure they’re not just offering the bare minimum.
3. “What’s your marketing plan for my penthouse?”
You’ll want to know exactly how the agent plans to showcase your penthouse. Ask about their approach to digital marketing, print advertising, social media, luxury real estate websites, international networks and whether they do anything differently than other agents. The marketing strategy, arguably, is the most important factor in ultimately getting the property in front of enough eyeballs where the right offer will come from.
4. “What’s your strategy if the property doesn’t sell within the first 60-90 days?”
It’s important to see gauge how the agent will handle challenges and adapt to market feedback. Any experienced agent should have a clear contingency plan…whether it’s adjusting the price, refreshing the listing photos, changing the marketing approach or targeting a different buyer segment. Their response shows whether they’re reactive or proactive and whether they have the flexibility to pivot if the initial plan doesn’t work.
5. “How frequently will you provide updates, and what metrics will you track to measure marketing effectiveness?
One of the top complaints about agents is their lack of communication, so make sure you obtain this info. It ensures you stay informed and involved throughout the selling process. A professional agent should have a consistent communication schedule (weekly, biweekly etc.) and be prepared to share insights like number of showings, online listing views, engagement on social media/email campaigns and feedback from potential buyers.
6. “What’s your commission structure and what specific services are included in that fee?”
This helps you understand exactly what you’re paying for and whether it aligns with the value being offered. Commission rates can vary between agents, so make sure you’re making a fair comparison when you take everything into consideration. If they’re asking for more than 3%, ask how they arrived at that number. I wouldn’t suggest negotiating them down on their rate, rather, independently assess if the extra points are actually worth it.
7. “What differentiates you from other agents?”
This isn’t rude or combative…we’re talking about your one-of-a-kind penthouse that you can only sell ONCE (and everyone wants to be the agent) so it’s naturally going to be a competitive endeavor. Ask the agent what sets them apart in a crowded field. It could be their negotiation style, their exclusive marketing partnerships, their connections to luxury networks or their personal brand reputation. Their answer should clearly communicate why they are the best person to sell your penthouse.
8. “How do you screen potential buyers?”
To avoid wasting time with unqualified showings, the agent should have a system in place to verify buyers’ financial capabilities before scheduling private tours. Especially with a high end listing, it’s crucial to ensure that only serious, pre-approved or cash-ready buyers are granted access.
9. “What is the average days on market for your listings?”
This question gives you a sense of how effectively the agent sells luxury properties. If they consistently sell high end homes quickly, it may be due to their marketing reach, pricing acumen or negotiation skills. If their listings sit for long periods, that’s worth probing a little further.
10. “Will you be personally handling the showings, or delegating to a team?”
In luxury real estate, personalized service can make a big difference. Find out whether the agent will be showing your home themselves or if they’ll be relying on junior team members. You want to ensure that your penthouse is being represented by someone with experience and finesse.
11. “Do you have a performance guarantee?”
If they can’t sell the property in a set amount of time, what’s the outcome? This might include promises like canceling the listing without penalty if you’re unsatisfied, committing to a certain number of showings per month or agreeing to regular marketing updates and check ins. If an agent offers one, it shows they’re willing to be held accountable and stand behind their work. This is sometimes included in the contract and labelled as an “easy exit clause”, and you shouldn’t be afraid to use it.
11½. “How many penthouses have you sold recently?”
This is a tricky one, and it’s not 100% necessary. Since penthouses are limited in inventory and command a high price, you won’t have many agents saying they sold a ton of them, even over the past couple of years. While you want them to have a great deal of experience, it’s important to note how this line of reasoning may be inconsequential.
Your time is limited
These questions get right to the heart of why you’re talking to multiple agents and what criteria matters most to you. They’re equally prepared (for the most part) to answer your questions and don’t like to waste time either, so having these 11 questions ready is beneficial to both you and the agent.
But don’t go too far and start doing group interviews or zoom calls. That’s just disrespectful.