Probing Relationships Between Real Estate Agents: The Case of the Competitive Potchefstroom Real Estate Industry

Relationships between real estate agents are crucial for their success in a competitive market. However, limited research is available about these relationships. This qualitative study probes the factors that influence these relationships. Semi-structured interviews were conducted with 18 real estate agents working in the town of Potchefstroom in the North-West Province of South Africa, which has no centralised listing system to collect data on their perceptions of inter-agent relationships. An inductive analysis generated six themes that influenced their relationships: (1) lack of timely information, communication and feedback; (2) unethical conduct and limited transparency; (3) selfishness and unbalanced collaboration; (4) trust issues; (5) pre-established relationships; and (6) networks and communities. A conceptual framework is proposed as a first step towards developing a holistic relationship model for real estate agents to address these issues, making a practical and theoretical contribution. The study fills a gap in the stakeholder relationship management literature in the context of the real estate industry. Further research in other regions is recommended to extend the body of knowledge regarding relationships between real estate agents.