In real estate, it’s not just about knowledge and negotiation skills—your appearance could be your secret weapon. That well-groomed agent you see on billboards isn’t just cashing in on good looks—they’re likely reaping the benefits of the “beauty premium,” a phenomenon where attractiveness directly impacts financial outcomes.
The beauty premium refers to the tangible benefits of being attractive, particularly in industries where first impressions are key. Robert Tumarkin, a senior lecturer at UNSW Business School, was intrigued by this idea after noticing a sharp-looking real estate billboard in Brisbane. Could an agent’s appearance really influence property prices?
The answer, it turns out, is a firm yes.
“We found that a one standard deviation increase in physical attractiveness leads to a 2.3% increase in the final sale price of a property,” says Mr Tumarkin. So, for every $500,000, that’s an extra $11,500—just for looking good.
This so-called “halo effect”, where someone’s appearance unconsciously shapes how we perceive their abilities, has a real impact in real estate. Mr Tumarkin’s study shows that when an agent looks good, it doesn’t just make them seem more competent; it makes the property they’re selling more attractive, too. This isn’t just vanity; it’s psychological strategy.
For agents, good looks don’t just fetch higher prices—they also build trust. New research titled ‘Pretty Privilege’ published in The Conversation shows that attractive people are perceived as more trustworthy.
Mark Foy, Principal of McGrath Surry Hills, understands this concept better than most.
“You’ve got to look the part, especially when presenting high-end homes,” he says. Mr Foy started his career with a $500 suit, but as he began closing bigger deals, he invested in his wardrobe.
“I started using Shane Rochefort, this amazing old-school tailor on Elizabeth Street. His suits are some of the best in Sydney,” Mr Foy said. “It’s not just about looking good; it’s about feeling confident. You have to invest in yourself.”
This shift toward sleek presentation isn’t lost on Tim Aquino, co-founder of custom suit company Theodore.
“I’d say about 25-30% of our business comes from real estate agents, and that’s not accounting for the referrals they generate for us purely from just wearing our suits. Average order spend would be around the 2.2k mark,” Mr Aquino said.
Agents aren’t just seeking style—they demand comfort. “That’s all they care about, stretch for maximum flexibility, durability … and lightweight breathable fabrics is paramount to their working day,” he said.
Mr Aquino has noticed that real estate agents are embracing more than just the classic navy suit post-COVID.
“A shift developed post-COVID where agents were confident enough to break through the mould of a regular two-piece navy suit. There was a newfound confidence in experimenting with new colours and designs.
“I think there was an acceptance that their identity/personality was inherently linked to what they wear and how they carry themselves.”
Social media matters
But it’s not just about how you look in person. With the rise of social media, first impressions are often made long before a client meets you face-to-face.
“A lot of the work to win a listing is actually before the listing presentation,” Mr Foy explains. “Clients see you on social media, in letterbox drops, on real estate ads, so you’ve got to look great there too. Whether it’s your Instagram or LinkedIn, you need to make sure your image is polished because that’s the first thing they’ll see.”
According to Mr Foy, maintaining a strong, stylish online presence is non-negotiable in today’s market. “Seventy percent of people are visual. They see your photo or video and make judgments from there, so looking sharp on social is non-negotiable.”
Is it really all about looks?
While appearance clearly plays a role in real estate success, it’s not everything. Mr Tumarkin’s research also shows that less conventionally attractive agents often secure more listings through sheer grit and hustle. It’s a reminder that while good looks can give an edge, hard work and building relationships sustain long-term success.
Mr Foy agrees that looking good is just one part of the equation. “You don’t need the most expensive wardrobe, but you do have to have pride in your appearance and willing to work hard. And a solid pair of shoes don’t go astray.
“You’re on your feet all day, so invest in good shoes and rotate them. You don’t want to trash a pair every six months.”
