Thai vs Foreign: The Real Estate Agent Standards Gap

One of my fans lives abroad for a long time.
She called in to chat and told me:
Agents abroad and agents in Thailand are totally different.
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Agents abroad are super polished, with elite status.
They work impeccably.
And homeowners respect the agent enormously.
.
Our commission rate is also totally different.
3 % is unheard of.
It’s from 5 % up to 10 %.
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Yes, that’s correct.
Agents abroad are a profession with high standards.
To become one, you must bleed and sweat.
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Let’s look at the differences between
“Thai agent vs foreign agent” and see
how different they are
and why our standards and theirs
stand miles apart.
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❶ Entry path to the profession
Thai: “Anyone can be one”
Many Thai agents “start from zero”,
without training or license before beginning.
No licence needed.
They can start finding properties – bring clients to view – immediately.
Some start from helping a relative sell a house.
Some because they lost their job.
Some just want extra income.
“This profession in Thailand is still not strictly regulated by the State – anyone can do it.”
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Foreign: “License is a must”
In developed countries
such as USA, Australia, Singapore
To become an agent
you must pass an exam and hold a license.
There is clear regulatory body.
Some countries demand that without a license
you cannot receive commission
otherwise severe penalty.
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❷ Method of sourcing properties & clients
Thai: “Find property first, then find the person”
Hunt properties from posts in groups.
Cold‑call homeowners from bulletin boards.
Post on Facebook Marketplace.
Or post someone else’s listing as “borrowed” post.
A risky marketing style. Sometimes post property without permission.
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Foreign: “Find the person first, then find the property”
Foreign agents begin by building a client base.
They have serious Buyer Consultation: deep talk to understand what the buyer wants.
When they know, they use MLS (Multiple Listing Service) to find the match immediately.
No need to scour Facebook or make cold calls because they have central system.
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❸ Data on properties and sharing in the industry
Thai: “Data scattered, duplicated, hidden prices”
No central MLS.
One property appears in 20 posts with different prices.
Owner posts 5.5 million, agent posts 5.7, another posts 5.4.
Data not updated, sold properties still posted.
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Foreign: “Transparent and accurate like an operating theatre”
There is MLS that includes every listing in real‑time.
Standardised data: location, history, agent, commission, availability.
Data accuracy is the weapon to work and reduce conflict.
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❹ Contracting
Thai: “Do the deal first, contract later”
Many Thai agents work without contract.
Meet a nice owner, post the sale anyway.
In the end they get cut out, no fee.
Or if client uses another agent to close, you have no record to protect yourself.
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Foreign: “No contract, No service”
Nobody starts work without documents.
Both Buyer & Seller must sign an “Agency Agreement” or “Representation Agreement”.
Work terms and conditions set from the beginning – protect everything.
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❺ Commission Rate
Thai: “Not fixed, negotiable”
Depends case by case – sometimes 3 %, sometimes only 1 %, or none.
Sometimes agent splits many levels so the client‑bringing agent gets only few thousand.
.
Foreign: “Clear and systematic”
Commission average 5‑6 % in America and system splits Buyer Agent / Seller Agent clearly.
Money goes through Title Company or Solicitor then paid to agent. No hassle chasing fees.
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❻ Role & Service
Thai: “Just show the property”
Many think agent’s job is to bring client to view.
After viewing, release the client, contact yourself, or some stop answering calls.
Service isn’t selling point.
.
Foreign: “360° Advisor”
Foreign agents work as Real Estate Advisors.
Advise on investment, financing, inspection service, negotiation of deal
and handle until the transfer ends.
Difference is “ownership” – not just showing, but delivering outcome.
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❼ Marketing & Personal Brand
Thai: “Post in group then wait”
Many focus on posting in Facebook, LINE OA, Marketplace with template posts.
Little emphasis on personal brand or professional content.
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Foreign: “Agent is an Influencer”
Build YouTube Channel, Podcast, Instagram Reel
Some create property tour like Netflix.
Think “your own brand” = long‑term asset that pulls clients to you.
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❽ Mindset & Thinking Pattern
Thai: “Agent is middleman”
Just match buyer & seller.
Doesn’t need to know much.
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Foreign: “Agent is real estate expert”
Key difference is “Mindset” – whether agent sees themselves as simple facilitator
or as “consultant” that adds value to entire process.
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❾ Code of Ethics
Thai: “No enforcement, up to each person”
No nationwide agent’s association strictly enforcing ethics.
Some sell property not yet ready, price hikes, hide data, poach clients.
“Manners” are a “should” not a “must”.
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Foreign: “Violation = lawsuit or license revoked”
Associations like NAR (National Association of Realtors) in USA have strict ethics.
Penalties: from “fine” to “license revocation”.
Heavy offences like
fake listing, poaching another agent’s client, incorrectly collecting commission.
That is why foreign agents guard their reputation like life – because reputation = license.
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❿ Formal career path
Thai: “No clear career path”
Many agents join then leave, no future plan or growth structure.
No career ladder or national mentoring/training system.
Newcomers must feel their way – or rely on a sales team maybe with no structure.
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Foreign: “Clear growth path like an organisation”
Start as “Agent”
Grow to “Team Leader”, “Broker Associate” to “Managing Broker”
Many brands have Training System, Mentorship Program, Continuing Education.
In some countries agent profession is elevated to same level as lawyer or CPA.
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⓫ Tools used on the job
Thai: “Mobile + LINE = ready to sell”
Tools used: mobile phone + Excel + Line OA + call friends + Marketplace.
Rare use CRM, AI or real marketing automation.
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Foreign: “Tech Stack as standard”
Use CRM (Salesforce, Hubspot, FollowUpBoss)
Use AI to analyse propensity to buy/pricing model
Have Virtual Tour, Drone, Digital Staging, Lead Nurturing
And a professional “Transaction Coordinator” handling back‑office.
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⓬ Strategic thinking
Thai: “Close deal when it comes”
Work per deal, short term mindset.
No system for repeat client or long‑term pipeline.
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Foreign: “Play the long game”
Work strategically: build client base for Lifetime Value
Accumulate reviews, build referral network
Think like CEO of your personal brand.
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⓭ Educating clients
Thai: “If they ask then I tell”
Many respond only to certain questions, no client‑education material
No buyer‑seller handbook or video.
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Foreign: “Give before you sell”
Make Blog, eBook, Checklist, Video to educate clients
Agent role is not just “person showing houses” but “teacher” clients trust
All content becomes Lead Magnet – clients come to you without cold calling.
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⓮ After‑deal service
Thai: “Deal closed, we vanish”
No system to follow up clients after sale
No check‑in / review / customer lifetime value
Returning clients are luck, non‑returning OK.
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Foreign: “Follow‑up system 2‑3 years”
Send monthly email, Happy Birthday card, house‑moving gift
Ask for review, referrals, track property maybe selling later
Have Customer Success system (like SaaS) post‑sale.
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⓮ Access to market tool
Thai: “Check price from posts”
Must compare price yourself from listing pages
No access to actual transfer price, no big‑data insight.
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Foreign: “Know market price real‑time”
Access price history, market trends, days on market, price per sqft
Some have Zestimate, AVM (Automated Valuation Model)
Use AI/data‑driven decision making.
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⓯ “Who owns the client?”
Thai: “Client anyone, just close deal”
System no binding documents so anyone can claim client
Some case: Client views with A but buys with B because B offers discount
Relationship between agent & client = loose & unsustainable.
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Foreign: “Client = asset”
Have “Exclusive Buyer Representation” system – if client signs with Agent A then client must use Agent A only.
If violated or other agent poaches you can sue or report to association.
Client is an asset in the business ledger, not just a “house‑viewer”.
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⓰ Relationship between agent & brand
Thai: “Anyone can open a page, no brand needed”
Thai agents commonly make their own page, anyone can be Matching Property.
No need big company, no need big brand, can sell alone.
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Foreign: “Brand is a tool”
Work under big franchise like Keller Williams, RE/MAX, Compass, Century 21
Large company gives marketing tools, legal support, CRM, training, MLS access
Each Agent has licence number, profile on company website
Foreign agent’s strength = brand system and brand strength = network ecosystem.
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⓱ Role of government & law
Thai: “Government silent like mobile off”
Still no central agency strictly controlling agents.
No Real Estate Agent Act, or if present not enforced.
Problems like fake booking, scam transfers still happen often.
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Foreign: “Government controls the field”
Taking commission without licence = illegal
Every transaction must pass escrow or trust account (can’t hold money directly)
Misleading advertising = punishable
Licence checked annually, must have continuing education hours.
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⓲ Language used in sales
Thai: “Words = lure tool”
Some still use exaggerated adverts like “sea‑view every room”, “cheapest in market”, “Hurry before sold”
Or hide facts such as “near BTS” (but still take 5 km ride).
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Foreign: “Words = documents”
If you advertise something, you must be able to “prove it”
What agent says can be used in legal proceedings
Every point in listing must be true: size, year built, fee, tax etc.
Agent cannot speak lightly – mistake = disaster.
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⓳ Financial skills of agent
Thai: “Close deal then survive”
Many agents don’t plan tax, income, cost per lead
Don’t know marketing spend ROI
Finance = pay as emotion.
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Foreign: “Agent = business owner”
Think in financial model: have P&L, invest marketing by ROI based
Plan tax, deduct expenses, have retirement plan
Cash‑flow planning like investor – not just salary person.
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⓴ Own perspective
Thai: “I’m a middleman”
Many don’t charge extra service fee, don’t present themselves as professionals
Gross of being pricey, client refusing, owner complaining.
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Foreign: “I’m an Asset Manager / Consultant”
View oneself as consultant who adds value to asset and client
Some even charge service fee separate from commission: marketing charge, listing fee, photography fee.
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㉑ Tech adaptation
Thai: “Can use but don’t use”
Many know PropTech, AI, CRM, automation but don’t use
Still post listings by mobile – no CRM, no data‑analytics for pricing or behaviour.
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Foreign: “Tech is standard”
Use Chatbot, AI Valuation, Virtual Staging, Matterport Tour
MLS Plugin AI suggests “You may also like…”
Adapt faster because know tech is part of competition.
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㉒ Mindset that scares most:
Thai: “Just do it, it’ll pass”
Foreign: “Do it well because the client is capital”.
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So the main problem spot
Is the very first button undone
That sets problem from the start.
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That is the absence of law
requiring licensing to be an agent.
Currently no Act that mandates
“To become a real estate agent”
you must pass exam or hold licence.
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Therefore passing or not passing exam
isn’t the key issue
Because there is no mandatory law.
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Anyone can do it
Just have property or have client
Have Facebook or LINE
Can start immediately.
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Training that exists
Typically privately run or by associations such as
Thai Real Estate Brokers Association (TREBA)
Real Estate Brokers Association of Thailand (REBA)
Private training institutes: AREA, KP, D‑Land, Propnex Thailand
.
Have courses but not compelled
Many institutions offer 1–5 day course then certificate
The certificate “adds credibility” to owners or property companies
#But it’s not a state licence.
No central exam, no standard test, no enforceable ethics system like abroad.
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Contrasting foreign countries
The agent exam is crucial bottleneck of system
In USA, Australia, Canada, Singapore
And many other countries
The agent licensing exam
#Is legally required.
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USA:
Must clear 3 main steps:
1.Pre‑licensing Course
Study 60–180 hours (depending on state)
Cover real‑estate law, contracts, finance, ethics, land rights etc.
2.Real Estate Exam
Split in 2 parts: National law & State‑specific law
Computer test with clear pass mark (e.g. over 70%).
3.License Application
Require background check
Must be sponsored by Broker firm
Continuous education (CE)
every 1–2 years to maintain licence
If you don’t do it licence expires or is revoked.
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Singapore:
Must pass CEA (Council for Estate Agencies)
1. RE course (Real Estate Salesperson)
Study 6‑8 weeks
Certified by CEA
2. Assessment test
Theoretical exam: law, sales, leasing, real‑estate management
If fail must wait next round (only 2‑3 times per year).
3. Register under agency firm (Estate Agency)
Everyone must belong to a company, no independent freelancing
Company must have Broker‑in‑charge responsible.
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Australia:
Must hold licence from state (not national)
Example NSW (New South Wales)
Must complete “Certificate IV in Real Estate Practice”
Do criminal‑history check
Have internship/training under a licensed agent before full Agent exam.

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Have state regulators:
NSW Fair Trading
Consumer Affairs Victoria
Real Estate Institute of Queensland.
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If we were to pull the carpet back for real problem
Thai system is too permissive
Lacks central standard
Leading to rogue agents
Booking scams, listing fraud, fake money transfers etc.
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Foreign system emphasises quality over quantity
Set a high “Barrier to Entry”
So entrants have knowledge, responsibility
And can be audited.
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If Thailand wants to elevate agents to a true “profession”
We must push for Real Estate Agent Act

+Create central exam system

+Control enforceable ethics.
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If Thai agents don’t adapt
Don’t build brand, don’t develop skills
The world won’t wait for us to reach that level.
“In a world where Thai agents rely on luck… Foreign agents rely on systems.”
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If Thai agents don’t hurry to “build system”
then must prepare to become “freelance labour”
with no place in industry
and being disrupted.
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In 5 years agents with no system will have smaller market
Then mid‑tier agents will be squeezed into bottom field
And in 10 years
Small agents
Maybe have no place in the field
It could happen.
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Join the discussion at
https://www.facebook.com/Ex.MatchingProperty/posts/pfbid02zeUksBPBLNwVBobTgeb1eBceQvx6sMt4zRBUdff7T4z8rtWZdS24PYSsVspVNvPol