The purpose of this bachelor thesis is to create an understanding regarding whether a customer acts loyally to the real estate agent or the company for which the real estate agent works. Considering that customer loyalty is defined in different ways, we felt that a broader understanding regarding loyalty should be explored in order to hopefully reduce the knowledge gap regarding the ambiguities that exist regarding the concept. The study may contribute to a broader understanding of whether customers feel loyalty to the estate agents or to the employer for whom the estate agents work. Since customer loyalty is crucial for the survival of firms, we believe that this study can be useful for firms in the real estate brokerage industry. The meaning of customer loyalty is complicated both theoretically and in practice. The theoretical framework of the study consists of research regarding the concept of customer loyalty and characteristics that influence customer trust in the real estate agent and the real estate firm. The method used in the study is qualitative semi-structured interviews. The interviews consisted of eight clients who have sold real estate and/or condominiums at least twice in the last ten years. The analysis of the theory and empirical data has resulted in the conclusion that clients feel a loyalty to brokers who possess the following characteristics; good communication, a good listener, committed and allows the client to participate in the process. It also resulted in an understanding regarding the importance of service quality to customers and who they market to further via word-of-mouth. In future research, this study can be used as a basis to create a broader insight regarding how real estate agents should go about retaining loyal customers.