Calls to Revoke the License of a Trusted Agent from «Real Estate Marketing»
Digital marketing has become a powerful tool for real estate agents to reach their target audience
In a world where the pace of real estate transactions is accelerating, real estate broker in the eye of the storm—they are the link that bears the weight of buyers" aspirations and sellers" concerns. But behind this glamorous facade, these professionals face immense challenges, ranging from market volatility to fierce digital competition. Today’s real estate agent must work twice as hard to survive in a profession that demands constantly evolving skills and a deep understanding of changing regulations—not to mention the constant pressure to meet the expectations of clients seeking the best at the lowest possible cost, making their work akin toa never-ending race toward trust and professionalism.
Fares Al-Shehri: It’s Best to Market a Property in Two Channels
Fares Al-Shehri, co-founder of Masarat Al-Istiqrar Real Estate, said that one of the most significant challenges facing real estate brokers is a shortage of listings, as most owners now list their residential units with real estate agencies rather than with individual brokers. and one of the most important solutions, in my view, is for the agency and the real estate broker to split the commission equally; so that the property is marketed through two channels, especially since some owners list their residential properties with a real estate agency and wait a long time—up to a year—without finding a buyer, whereas, conversely, a real estate agent may have potential buyers through their network and would have no objection to splitting the commission between two parties rather than one to overcome this obstacle—provided there is an agreement with the real estate agency. The market is undoubtedly large enough for everyone.
Abdulrahman Al-Ghamdi: The Challenge of Keeping Pace with Legislation
Abdulrahman Al-Ghamdi, Director of the Real Estate Development Division, emphasized that the rapid introduction of certain regulatory legislation contributes to real estate brokers“ inability to keep pace with these regulations. Consequently, they may experience delays in closing and sourcing real estate deals because they must first understand and assimilate certain regulations to keep up with these rapid changes. I believe the solution to this problem is for government agencies to disseminate information via social media, rather than having real estate brokers wait for events focused on real estate—such as the Real Estate Brokerage Forum—to obtain this information, Undoubtedly, real estate brokers play a crucial role in researching and staying informed about new legislation through official platforms such as the General Real Estate Authority, so as not to fall behind the market.
Saleh Al-Saleem: Challenges at the Start of the System’s Implementation
Saleh Al-Saleem, owner of a real estate firm, said that any new system that is introduced may be difficult to understand or unclear until it is fully implemented, achieves all its objectives, and its flaws become apparent and are addressed. I was one of the first real estate brokers to obtain the "Val License." At first, the training courses were complicated, and I faced difficulties accessing the website due to delays and slow loading times, Thank God, the General Real Estate Authority has shown great interest in the website, and it is now better than before in terms of the ease of accessing the courses. The Ejar platform also faced many errors regarding comments, unit registration, and the issuance of certificates; But the best part of all this is the attention these platforms have received from the General Real Estate Authority, which has largely resolved these issues, and, God willing, the future will be even better. To real estate brokers, I say: there is great potential in the market. Follow the regulations to obtain your license, nurture your professional relationships, and be sure to attend real estate expos such as the Real Estate Broker Forum and others. We ask God to grant success to everyone.
Anwar Al-Quraishi: Transparency Is the Most Important Aspect of Real Estate Brokerage
Anwar Al-Quraishi, an architect with a Ph.D. in real estate, emphasized that transparency is the most important aspect of real estate brokerage. I believe that accessing and researching information are among the most significant challenges facing real estate brokers, followed by the issue of marketing strategies for real estate products and units; some do not distinguish between traditional marketing and modern marketing methods currently in use, Marketing methods play a major role in connecting real estate units with prospective buyers, especially given the intense competition in marketing and the effort to attract clients to purchase residential units through social media platforms. Digital marketing has become a powerful tool for real estate agents toreach their target customers. I advise real estate brokers to set aside part of their time each day for research and development so they can keep pace with the market and reach the largest possible segment of potential customers. I would also like to thank the General Real Estate Authority, which contributes significantly to the development and support of all real estate brokers to work within a sound regulatory framework that highlights the Kingdom’s urban development and real estate activity, which undoubtedly attracts foreign investment.
Mora Al-Dosari: Public Relations Alone Is Not Enough
Dr. Mora Al-Dosari, Director of Real Estate Assets, Leasing, and Marketing at Al-Maghib Real Estate Development and Investment Company, that one of the most significant challenges facing real estate brokers is digital communication skills, especially since public relations alone may not be enough to reach potential clients amid fierce competition in the real estate market. Brokers must excel in media and advertising skills in addition to maintaining good relationships, as marketing today bears no resemblance to marketing during the early days of the real estate boom in the Kingdom. They must be good communicators with the ability to persuade, negotiate, and connect with regular clients, as well as diligently seek out suitable opportunities and develop their skills in research, advertising, and photography—especially since the now includes celebrity real estate agents with large followings, giving them greater exposure for their properties—which presents a significant challenge. I advise any new real estate agent to undergo a training period by working at a real estate company or agency to familiarize themselves with the most prominent listings and prices, understand the competition, and discover opportunities through direct communication with clients and hands-on experience in the field, so that they have a thorough understanding of the property they will be offering—including its type, size, and specifications—so they do not waste effort on unqualified or uninterested clients and can save time on research and marketing.
Saud Al-Faridi: Marketing Without a Brokerage Contract
Mr. Saud Al-Faridi, a real estate consultant, that the most significant challenge facing real estate agents is when a property owner requests that their property be marketed without signing a real estate brokerage contract; in my opinion, this is perhaps the only obstacle real estate agents face in marketing. and we hope that the General Real Estate Authority will look into this matter and find a solution that satisfies everyone. My advice to every real estate agent is to be sure to clarify all the details regarding the property being marketed, especially since the buyer only knows the property through you, and just as you would want for yourself, you must ensure the same for the buyer, who is concerned with having a guarantee for the property—not merely marketing and follow-up until the transfer of ownership—to please God Almighty above all else, and then the client.
Abdulrahman Al-Shahrani:
Abdulrahman Al-Shahrani, a real estate broker, said that one of the most significant challenges facing real estate brokers is the client’s lack of trust in the broker, which may be due to poor treatment by some in the past as well as dishonest conduct by others.
Al-Shahrani—who prioritizes the sales process over the quality of the property he is marketing—recommended acting in accordance with the words of the Prophet, peace be upon him: "None of you truly believes until he loves for his brother what he loves for himself," and that the agent must put himself in the buyer’s shoes, fear Allah, the Exalted, throughout the sales process, and clarify all details regarding the property so as not to harm his fellow real estate agents. He added that the greatest challenge comes from real estate brokerage firms, which may have a stronger presence in the real estate brokerage process than individual agents. I believe these firms must work in solidarity with individual agents to support them, as their livelihood may depend on that individual agent
Abdullah Al-Dosari: Technical Issues Are the Most Prominent Challenges
Abdullah Al-Dosari, a real estate broker, that one of the most prominent challenges is technical issues—such as slowness and system freezes—that he faces when concluding contracts with clients, as well as the failure to save the steps taken on the platform. He emphasized the need for contract automation, and that there should not be too many requirements for processing them, so as to avoid having to go back to the owner to ask for specific information about the property—which would cause delays in the contract signing process. My advice to every real estate broker is to read the market well and ensure that their listings are priced reasonably without exaggeration
Waleed Al-Harbi: Obstacles to Advertising on Platforms
Waleed Al-Harbi, a real estate broker, said that the General Real Estate Authority has, thankfully, made things much easier for us and protected all our rights, but a large percentage of property owners refuse to sign a brokerage contract with us, and this is one of the challenges we’re currently facing. He added that we cannot advertise on social media until we obtain a “Mothaq” license along with a “Faal” license, even to advertise a single real estate property, noting that the 15,000 riyal fee for a “Mawthuq” license may be unaffordable for a new real estate broker just starting out in their career. We hope this matter will be considered and that the process of advertising on social media platforms will be made easier—especially since I do not have a following in the millions like some celebrities, and I do not need a “Mothaq” license because I do not advertise a wide variety of products; my ads are only for real estate unitsor land—which would require me to obtain a “Trusted” license. We therefore ask that the General Real Estate Authority review this matter.
Hamed Al-Mutairi: “A ‘Fal’ License Is Sufficient for Real Estate Marketing”
We thank Mr. Hamed Al-Mutairi, a real estate broker, the General Real Estate Authority for its efforts and the plans and programs it offers. However, when we look at the reality on the ground, we face many challenges, including fees that may be particularly difficult for young people who lack the initial capital to get started. They need support—for example, the first year of their license should be free, and the second year renewed with fees, as is currently the case, He added that the requirement to obtain a certified license is the biggest challenge facing real estate brokers, especially since real estate marketing relies heavily on social media. Imposing this license on us as real estate marketers limits our ability to market and reach potential and existing clientstargets. I believe that requiring a real estate agent to obtain a “FAL” license restricts them to advertising only real estate products, whereas obtaining a “Mothaq” license opens the door for them to advertise any other products, such as cars, electronics, and more. A real estate agent does not even need this license to advertise any property they are marketing; it is sufficient for them to obtain a “FAL” license, which is all that is required to comfortably practice real estate brokerage and contribute to showcasing the Kingdom’s advanced urban landscape to the world.
