DRAWN like moths to a flame because of what was once a booming market as well as popular TV shows that made selling million-dollar properties look easy, many real estate agents are finding out it’s not as simple as it looks.

Licensed realtor associate Dean Jones talks frankly about his experience and offers tips on how to avoid being a client from hell.

Employed to a leading real estate firm for the past three months, Jones has more than 15 years of international experience spanning real estate, construction, business transformation, and technology. Originally from the UK, he specialises in guiding global and local investors through property acquisitions, sales, and strategic investments across Jamaica and international markets.

He is also founder of the three-year-old Jamaica Homes newsletter/blog in which the lightly edited post below originally appeared.

“Selling homes in Jamaica is not just about showing properties and collecting commission cheques — it’s a tough, relentless hustle that many don’t see or understand. Real estate agents dedicate their time, resources, and even their own money to helping clients find the right home, only to be met with last-minute cancellations, indecisiveness, and a lack of transparency.

For every successful sale there are weeks — sometimes months — of wasted effort, fuel burned on cross-island trips, and sleepless nights trying to coordinate impossible schedules. It’s not just a job, it’s a grind.

Step 1: The never-ending chase for the ‘serious’ buyer

Every agent dreams of working with serious buyers — clients who know what they want and respect the process. Unfortunately, reality tells a different story. Some clients will have you setting up multiple viewings, driving across the island, only to reveal later that they weren’t really serious in the first place.

The budget game

One of the most frustrating aspects is when buyers are not upfront about their actual budget. An agent may spend weeks searching for properties within a specified range, making calls, negotiating viewings, and scheduling appointments — only for the client to reveal much later that they have a significantly higher budget and are now looking for an entirely different type of property.

A real estate agent’s time is as valuable as the homes they sell. Don’t waste it.

Step 2: The appointment maze

Agents don’t just randomly show up at properties with a client in tow. It takes days — sometimes weeks — to coordinate appointments with property owners, tenants, and other agents. These aren’t just simple phone calls; they require negotiation, careful scheduling, and follow-ups. Some properties are still occupied, requiring tenants to vacate for the showing, while others are in high demand, making scheduling tricky.

No-shows and last-minute cancellations

One of the most infuriating things is when clients don’t show up. After all the effort spent organising a line-up of properties, clearing personal schedules, and even travelling across parishes, an agent can arrive at a meeting spot only to be met with silence. Calls go unanswered, texts are ignored, and hours of work are wasted.

If you wouldn’t waste a doctor’s time, don’t waste an agent’s. This is our livelihood.

Step 3: The indecisiveness that drains us

Some buyers don’t know what they want, but instead of admitting it from the start they let agents jump through hoops for weeks. One day they’re adamant about buying an old colonial-style house, then suddenly they want to be in a gated community for security reasons. After cancelling all the hard-earned appointments to cater to their new request, weeks later they decide they only want a new-build property. The cycle is exhausting.

Returnees and their unrealistic expectations

Many Jamaicans living abroad have a vision of homeownership that doesn’t always align with reality. They come back expecting things to be the same as they left it years ago, or they compare local real estate to international markets.

They may refuse to listen when told that certain areas require security, that some houses need extensive renovation, or that their dream location doesn’t match their lifestyle needs. Agents provide professional advice but too often it’s ignored — until it’s too late.

Listening to your agent can save you time, money, and unnecessary stress. We know the market.

Step 4: The hard truth — agents work on commission, not a salary

Real estate agents in Jamaica don’t get paid unless they close a sale. There is no base salary, no fuel reimbursement, and no compensation for time wasted. Every showing, every call, every trip across the island is done in good faith, hoping that a deal will come through.

People assume that agents are just ‘making money off them’. But what they don’t see is the work behind the scenes — the negotiation, the property hunting, the marketing, the follow-ups. Every deal that falls through is money lost. Every no-show is gas wasted. Every indecisive client means another month without income.

A commission is earned, not given. Agents work for every dollar they make.

Final thoughts: Respect the process, respect the agent

Selling homes in Jamaica isn’t glamorous — it’s tough. It requires patience, resilience, and an endless reserve of energy to deal with the unexpected. Real estate agents aren’t just people who unlock doors — they are professionals who help buyers navigate one of the biggest decisions of their lives.

So if you’re buying a home be honest, be upfront and, above all, respect the agent’s time — because behind every home sale is an agent who worked tirelessly to make it happen.”

Licensed realtor associate Dean Jones says the job isn’t glamorous, it’s tough.