When you’re selling your home, one of the first big questions is: what’s it worth? It’s natural to be drawn to the estate agent who promises the highest price. But beware - this is where many sellers get caught by a practice known as “buying the listing.”

What Does “Buying the Listing” Mean?

“Buying the listing” happens when an agent deliberately inflates the suggested listing price just to secure the mandate from the seller.

It feels flattering to hear that your home could fetch more than you thought, but here’s the truth:

• An overpriced property sits on the market longer.
• The longer it sits, the more buyers assume something is wrong with it.
• Eventually, the property has to be discounted below market value to attract attention.

The result? You don’t get the dream price you were promised - and in many cases, you end up selling for less than you might have if the property had been correctly priced from the start.

Why the Valuation Number is Irrelevant

The listing price is only one part of the puzzle. Buyers determine the market value - not agents, not sellers. Overpricing can actually reduce buyer interest and limit offers.

Instead of focusing on which agent gives you the “best” number, you should be asking:

• How will you market my property?
• Who is your target buyer and how will you reach them?
• What is your strategy for generating viewings and offers?
• What networks, databases, or partnerships will you use to expose my home?

The Real Question Sellers Should Ask

Don’t ask: “What do you think my house is worth?”

Do ask: “How are you going to sell my house?”

An agent’s real value lies in their sales strategy, not the number they write on a valuation. A good agent will:

• Provide a comparative market analysis with realistic benchmarks.
• Explain a marketing plan (professional photos, digital listings, show days, buyer database outreach).
• Offer insight into buyer behaviour in your suburb and price bracket.
• Be transparent about feedback from showings and adjust the strategy when needed.

How to Spot an Agent Who Buys the Listing

• They quote a much higher valuation than other agents, without solid market evidence.
• They pressure you to sign a mandate quickly.
• They can’t explain a clear, step-by-step sales strategy.
• They focus only on “the number” and not on the process.

Final Thoughts

When you choose an agent, remember:

📌 A valuation is an opinion.

📌 A strategy is a plan.

What really matters is not who promises the biggest price tag, but who has the skills, network, and strategy to actually sell your property.

Don’t let your property become another stale listing. Choose the agent with the best plan - not the biggest promise.