Plain words, no jargon
What is a listing agent?
A listing agent sells your property - and answers for the price it gets.
Also called a selling agent or vendor's agent. They price it, market it, run the opens, field every buyer, and negotiate the final number. The difference between a good one and an average one is usually tens of thousands of dollars - in your suburb, with receipts to prove it.
What they actually do
Prices it right
Too high sits and goes stale; too low is your money gone. Comparable sales, not vibes
Markets it properly
Photography, copy, portals, socials - and the buyer database they already have
Runs the opens
Open homes, private showings, and every follow-up call afterwards
Negotiates the close
Auction or private treaty - squeezes the best terms, not just the best headline number
What you're paying for
A price built on evidence
Comparable sales in your suburb, not a number chosen to win the listing.
A campaign, not an ad
Photography, copy, portals and the buyers already in their database.
Someone else negotiating
Auction or private treaty, they hold the line on terms as well as price.
When you need one
- You're selling - almost nobody should sell their own home privately
- Your last appraisal felt like flattery, not evidence
- Your property is unusual and needs a specialist, not a generalist
- You're choosing between auction and private treaty and don't know which
And honestly, when you don't: if you're selling to family or a known buyer at an agreed price, a conveyancer may be all you need.
Common questions
What does a listing agent actually do?
They price the property, build and run the marketing campaign, hold the open homes and private inspections, qualify buyers, and then negotiate the offers or run the auction. After that they manage the contract through to settlement.
Who does a listing agent work for?
The vendor - the person selling. That is worth remembering if you are the buyer at their open home: they are legally obliged to act in the seller's interests, not yours. It is not a criticism of them, it is just who engaged them.
How is a listing agent paid?
Almost always a commission on the sale price, set out in the agency agreement you sign before the campaign starts. Marketing costs are usually separate and payable whether or not the property sells, so read that part closely.
Is the price guide a valuation?
No. A price guide is a marketing tool used to attract the right buyers to a campaign. A valuation is a separate, formal assessment - usually by a certified practising valuer, and often what a lender relies on.
Should I get more than one appraisal before choosing an agent?
Yes. Commission rates, marketing spend, strategy and genuine local track record all differ. Be wary of choosing purely on the highest quoted price - the quote is not the sale, and an unrealistic guide can leave a property sitting.
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