Both in Japan and abroad, many buyers tend to assume that “it’s safer to work with a large, well-known real-estate company.”

However, in my experience, large corporations often have strict internal rules and rigid policies, a strong preference for dual agency (representing both the seller and the buyer), and limited flexibility—all of which can put the buyer at a disadvantage.
In fact, from the standpoint of a buyer’s agent, major firms are often seen as “difficult to deal with,” while small and mid-sized firms tend to be far more flexible and open to negotiation.
 

For example, large companies are often inflexible about contract terms or scheduling.
Because their staff turnover is high, many agents have little experience or authority, which can make communication difficult.
More importantly, large firms are notorious for their tendency toward dual-agency practices—sometimes even engaging in property hoarding or “bait listings.”
It’s not uncommon for them to post listings that are no longer available or to tell buyer-side brokers, “A purchase offer has already been submitted,” even when that’s not true, in order to block external brokers from getting involved.

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From a buyer’s-agent perspective, major real-estate companies—except for a few rare exceptions—often fail to demonstrate fairness, transparency, or flexibility.
Unfortunately, their brand recognition gives them a strong advantage, and many buyers—especially those looking for high-end properties—tend to choose them, believing that large companies are more reliable.
 

What Makes a Good Broker?

First and foremost, focus on whether the broker provides support that aligns with your purpose.
Don’t be misled by the company’s size or name recognition.
Even a small or lesser-known firm can be a good choice if they respond sincerely to inquiries and if they have support systems or plans for overseas buyers.
You can often tell a lot simply by observing how they handle communication in the first few email exchanges.
 

It’s also important to understand that while you are evaluating the broker, the broker is also evaluating you—especially if you’re an overseas buyer.
They assess how well you understand the process, whether communication will be smooth, and how much risk may be involved in handling your case.
If you come across as “troublesome,” they may decline to proceed altogether.
In some cases, appointing a bilingual assistant or representative can be a practical solution.

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When purchasing and managing property in Japan, having the right support can make a significant difference in both risk and long-term success.
Rather than choosing based on company size or reputation alone, take the time to contact several brokers directly, ask questions, and determine for yourself who is best suited to support your goals.