Real estate agents are struggling with a crisis of perception, both from the public and from within their own ranks, according to Courtney Poulos, Founder of SERHANT. CA and Team Lead of ACME | SERHANT. in Los Angeles. Poulos describes the issue as a "mirror problem," where the industry's self-image and external reputation are misaligned, leading to a widespread undervaluation of the profession.
"A lot of people see real estate agents as overpaid paper pushers who don't earn what they make," Poulos said. "And while the class action lawsuits and the public relations battles are largely driven by forces outside agent control, the way we show up, how we communicate, how we position ourselves, that is on us."
Poulos recently completed Harvard University's Advanced Management Development Program (AMDP) at the Graduate School of Design, an experience that sharpened her understanding of the industry's shortcomings. She notes that real estate agents rarely view themselves as senior-level executives, unlike lawyers or other professionals. This lack of self-regard, she argues, contributes to a degradation of perceived value, even at senior levels.
She cited a recent example where a client attempted to negotiate her commission down to a figure that would not cover the marketing costs already incurred. "That is the level of disrespect I am talking about," she said.
A key lesson from the program came from Carmine Gallo, a communications expert who trained executives on audience-centric messaging. Poulos observed that many agents market to each other rather than to clients, focusing on metrics that do not resonate with the public. "We post about our sales for other agents to see. We compete on metrics that our clients don't actually care about. And we miss the opportunity to explain, in plain terms, what we actually do and why it matters," she said.
Poulos contends that the core of real estate work—data analysis, risk management, negotiation, and sustained client relationships—mirrors the responsibilities of executives in any complex industry. "We protect our clients. We navigate. We clarify. That is the message. And most agents are not saying it," she added.
To address this, Poulos is developing a series of workshops and seminars, with the first session launching in Orlando this week. The initiative, open to agents at all brokerages, aims to help agents build messaging that resonates with clients, the press, and regulators, ultimately rebuilding public trust. "If what we can clarify for the public is that we are not overpaid, that we are experts, and that our public relations battles are not actually about whether we deserve to be paid, then we start to reverse the narrative," she said. "And the housing market is a place where there is a lot of good stuff going on, despite the headlines. It is the moment for something optimistic."
For more information, agents can contact courtney@acme-re.com. ACME was founded in 2011 as a boutique brokerage in Los Angeles and, as of April 2026, operates as ACME | SERHANT. under the national firm led by Ryan Serhant. This article is based on information provided by the expert source cited above. Readers should conduct their own research and consult qualified professionals before making real estate decisions.
