Unless someone has pointed it out to them, they probably don't, because they don't see it.
What am I talking about? Your reputation in the real estate community.
Most buyers and sellers care about the attention you give them. They care about how quickly you return calls and how much time you're willing to spend explaining things to them.
Sellers care about the way you market their homes. Buyers care that you pay attention to what they're looking for and don't try to sell them something else. They care that you let them know when something new comes on the market.
They don't know that your reputation among other agents can have a big impact on their success as a seller or a buyer.
If they could see agents making lists of homes to see and placing some at the top and others at the bottom based on the listing agent's name, they'd know.
If they could see agents guiding their sellers toward offers written by agents that are easy to work with – and away from offers written by unpleasant or difficult agents, they'd know.
But they don't see that. And most agents are careful not to mention it because the Code of Ethics says you mustn't speak poorly of other agents.
Some buyer clients who have experienced the difficulty of getting in to see listings do know that if they had a house for sale they wouldn't want to use that listing agent. But most buyer clients don't realize that their own agent's reputation can help or hinder them in getting an offer accepted.
Some seller clients have seen poorly executed offers and know if that if they were buying they wouldn't want that kind of a sloppy agent. But most seller clients don't know that their agent's reputation will affect the number of times their own house is shown.
So, what to do? Mention your reputation in your marketing materials. Say it in a way that shows its importance.
You can say something like "Buyer agents are always happy to show my listings because they know their offers will be presented fairly and quickly." Or, "I go out of my way to cooperate with buyers' agents, so your listing will get the most exposure possible."
If you're a buyers' agent, you might say "Listing agents are always quick to cooperate with showings for my clients because they know my offers will be complete and correct – and that I'll do my share of the work to get an offer to closing once it's been accepted."
If you're an exclusive listing agent or an exclusive buyers' agent, you might also consider trading testimonials with an agent who handles the other side.
And if a client asks you about it? Tell them the truth – that some agents are difficult to deal with so other agents try to avoid them.