Do ‘good-looking’ agents sell homes for more?

by REP21 Aug 2015
A new report may confirm what seasoned brokers already know – good looks in an agent often lead to more money in the seller’s pocket.

A team at an Australian university crunched the numbers – and looked at a lot of photos of handsome and beautiful agents – to determine whether buyers are swayed by a good-looking face.

Researchers at the University of NSW discovered attractive agents get 2.3 per cent more for their clients’ properties. In the Toronto market that would equate to $22,926 (CAD) on top of the average Toronto house price of $996,770, according the July report from TREB.

Lecturers Robert Tumarkin​ and Joakim Bang compared pictures of agents with the prices they achieved in the sale of high-end properties.

They found the “halo effect,” a term used in marketing and psychology to describe the bias shown towards good-looking people and the brands they are associated with, has an impact on the buying and selling of real estate.

If it sounds farfetched, don’t worry, because there is even a term for studying the role of attraction in economics and the labor market – pulchronomics.


  • by 8/21/2015 10:53:14 PM

    Well, then, that should equate to buyers paying 2.3 percent less for a property, when working with unattractive buyer agents.

  • by Keepin in real 8/22/2015 5:10:25 AM

    I think you've miss understood the article ^
    More attractive means a 2.3% gain for their clients! By working with an unattractive buyers agent would mean the opposit of what you commented 😆

  • by 8/22/2015 8:43:58 AM

    Well then after 45 years of selling Real Estate associate with the Toronto and York Boards are you suggesting I get a face lift and tummy tuck. If a salesperson is approachable, knowledgeable, honest, trustworthy, dressed for success and respected by their peers it doesn't matter if they are attractive or not. Your article is a lot of cow manure.


Is a Toronto foreign sales tax a good idea?