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The selling agent is appointed by the property owner and works on the seller’s behalf. A buyer’s agent is separately engaged by the buyer to represent the buyer’s interests.
Understanding this difference can help buyers know where advice is coming from, who is negotiating for whom and when independent support may be valuable.
What Is a Selling Agent?
A selling agent, also called a vendor’s agent or listing agent, is engaged by the property owner to market and sell the property.
Their responsibilities may include:
Although the selling agent communicates with buyers, their client is the seller.
The selling agent’s role is to represent the property owner and help achieve an outcome for the seller.
What Is a Buyer’s Agent?
A buyer’s agent, also known as a buyer’s advocate, is a licensed property professional engaged by the buyer.
Depending on the service, a buyer’s agent may:
A buyer’s agent is paid by the buyer and should act on the buyer’s behalf.
The Main Difference Is Who They Represent
The clearest distinction is the client each agent works for.
Selling agent:
Represents the seller.
Buyer’s agent:
Represents the buyer.
The selling agent aims to achieve a favourable sale for the vendor. The buyer’s agent aims to help the buyer assess the opportunity and negotiate from an informed position.
| Feature | Selling Agent | Buyer’s Agent |
|---|---|---|
| Represents | The property owner (seller) | The property buyer |
| Engaged by | Seller | Buyer |
| Usually paid by | Seller (commission from sale) | Buyer (fixed or percentage fee) |
| Main objective | Achieve highest price & best terms for seller | Secure right property at best price & terms |
| Property search | Markets specific listed properties | Searches entire market (including off-market) |
| Property assessment | Highlights property benefits to buyers | Evaluates property objectively, reviews comparable sales |
| Negotiation role | Negotiates for the seller | Negotiates for the buyer |
Can the Selling Agent Help the Buyer?
The selling agent can provide information about the property, arrange inspections, communicate offers and explain the sales process.
However, buyers should remember that the selling agent is not their independent adviser.
Information supplied by the selling agent should be considered alongside independent legal, finance, building and property advice where appropriate.
How Negotiation Differs
The selling agent negotiates for the seller.
They may seek the highest acceptable price, favourable contract terms or a settlement arrangement that suits the vendor.
A buyer’s agent negotiates for the buyer. This may include assessing comparable sales, recommending an offer strategy and negotiating price, conditions and timing.
Professional negotiation is not only about offering less. It is also about understanding value, competition and the terms that may protect the buyer’s position.
How Are the Agents Paid?
The selling agent is generally appointed and paid by the property owner under an agency agreement.
A buyer’s agent is generally engaged and paid by the buyer. Fees may be fixed, percentage-based or structured according to the service provided.
Buyers should understand the fee structure and ask whether the buyer’s agent receives any payments, commissions or benefits from sellers, developers or other parties.
What Does Independent Representation Mean?
An independent buyer’s agent should act for the buyer rather than the seller or developer.
Before appointing a buyer’s agent, ask:
A person assisting buyers within a selling agency may still be working for the vendor’s agency rather than independently representing the buyer.
Do You Need a Buyer’s Agent?
Not every buyer will need professional buyer representation.
Some buyers are comfortable researching, inspecting, assessing and negotiating property themselves.
A buyer’s agent may be useful when the buyer:
The decision should depend on the buyer’s experience, available time, budget and the complexity of the purchase.
What Should You Ask Before Appointing One?
Before choosing a buyer’s agent, ask about:
Clarify whether you will work directly with the person you initially meet or be passed to another team member.
Know Who Is Sitting on Your Side
Both selling agents and buyer’s agents can play important roles in a property transaction, but they represent different clients.
The selling agent represents the property owner. A buyer’s agent is separately engaged to represent the buyer.
Understanding this distinction helps buyers assess information more carefully, ask better questions and decide whether they need independent professional support.
Michael Kidd provides founder-led buyer representation through Whitfield Property Group. Clients work directly with Michael for strategy, property assessment and negotiation rather than being handed to a junior consultant or account manager.
Would You Like Someone Representing Your Interests?
Speak directly with Michael Kidd about your property goals and the support available throughout the buying process.
Disclaimer: This article provides general educational information only and does not constitute legal, financial or property advice. Licensing requirements and property laws vary between Australian states and territories. Seek advice from appropriately qualified professionals.
