General Agent vs Universal Agent

November 15, 2022

Your decision on which type of agent to hire will depend on your unique business needs, but in this article, we'll compare the pros and cons of general agents and universal agents so that you can decide which one is right for you.

What is a General Agent?

A general agent is a middleman or broker who acts as an intermediary between buyers and sellers in the real estate market. They are responsible for connecting buyers and sellers, arranging showings, handling negotiations and generally making things happen. Universal agents are not limited to just the real estate industry; they can also represent clients in other industries, such as insurance or mortgage lending.

What is the Difference between a General Agent and a Universal Agent?

A general agent is a company or individual who represents both employers and employees. Universal agents are companies or individuals who represent only employers.

Pros and Cons of a Universal Agent

When it comes to choosing an agent, there are pros and cons to consider. A universal agent is a type of agent who represents clients across multiple industries. This might be a good option for someone who wants to be represented by one agency in all their dealings, but it might not be the best fit for someone who wants an individualized approach. Here are some pros and cons of using a universal agent:

Pros of using a universal agent:

-One agency to represent you across multiple industries - this can be helpful if you've been working with one agency in particular and want to switch to a more comprehensive representation.

-Representation throughout the entire process - whether you're negotiating contracts or filing paperwork, your universal agent will help guide you through each step.

-Access to powerful negotiation skills - if you're looking for an experienced negotiator on your side, a universal agent can provide that service. They have experience with representing various clientele so they know how to get the most out of negotiations.

Cons of using a universal agent:

-Inconsistent representation - if your industry changes or evolves rapidly, your universal agent may not have the up-to-date information or resources needed to help you effectively navigate those changes. In some cases, this could lead to missed opportunities or worse outcomes for your business.

-Unable to tailor services specifically for your needs - because agents work within specific industries.

The Best Types of Agents to Hire

When it comes to finding an agent to represent your music career, there are a few different types of agents to consider. General agents are the most common type and typically represent a range of artists. Universal agents, on the other hand, only represent one artist or band at a time. Which is best for you depends on your specific needs and goals. 

If you're just starting out and want someone to help get your music out there, a general agent can be a good choice. They have connections with major labels and can help novice artists get their music heard by more people. Universal agents, on the other hand, may be better suited if you have more experience and are looking for more personal service. They can help guide you through the entire music industry process from writing songs to signing contracts. It's important to choose the right agent for your unique situation, so don't hesitate to ask around or consult books like The Complete Guide To Music Marketing Before You Hit The Road or Music Business For Dummies. Good luck!


When it comes to marketing your small business, it can be helpful to understand the difference between a general agent and a universal agent. A general agent specializes in representing a specific line of products or services. Universal agents represent all types of businesses, from restaurants to health clubs. Both have their pros and cons, but ultimately it is up to you as the business owner to decide which type of agent would be best for your company.



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