What is the difference between a real estate agent and a vendor advocate?
A real estate agent and a vendor advocate both work in property transactions, but they play very different roles and have different loyalties.
Real Estate Agent
Who they work for:
- Hired directly by the seller (or buyer, in buyer’s agent cases)
Main role:
- Market and sell the property
Key responsibilities:
- Appraise the property and recommend a price
- Create and run the marketing campaign
- Conduct inspections and open homes
- Negotiate with buyers
- Manage the sale process through to settlement
How they’re paid:
- Commission based on the sale price (usually a percentage)
Important to know:
- Their income depends on completing a sale
- They represent their own agency, not you personally
- Their advice may be influenced by the desire to sell quickly or secure listings
Vendor Advocate
Who they work for:
- Exclusively for the seller
Main role:
- Protect the seller’s interests and manage the selling process
Key responsibilities:
- Help you choose the right real estate agent
- Negotiate agent fees and marketing costs
- Oversee the campaign and keep agents accountable
- Provide independent advice on pricing and strategy
- Assist with negotiations and decisions during the sale
How they’re paid:
- Usually a percentage of the agent’s commission or a fixed fee
Important to know:
- They do not sell the property themselves
- They act as your representative and advisor
- They reduce conflicts of interest by standing on your side
Key Differences at a Glance
| Aspect | Real Estate Agent | Vendor Advocate |
| Primary loyalty | Their agency | The seller |
| Sells the property | Yes | No |
| Chooses strategy | Agent-led | Seller-led with guidance |
| Negotiates agent fees | No | Yes |
| Conflict of interest | Possible | Minimal |
When you might use each
- Use a real estate agent when you’re confident managing the process and trust the agent.
- Use a vendor advocate if you want expert support, accountability, or are time-poor or inexperienced.
In markets like Australia, vendor advocates are common for higher-value properties or complex sales, but less common in some other countries.
Is a vendor advocate worth the cost?
A vendor advocate is worth the cost when their involvement is likely to save you more money (or stress) than their fee or help you achieve a better outcome than you would on your own.
Here are the situations where they usually make financial and practical sense:
- You’re inexperienced or unsure
If you haven’t sold property before (or not recently), it’s hard to know:
- What a realistic price actually is
- Whether an agent’s advice is objective
- How to judge competing agents
Why it’s worth it:
A good advocate prevents underpricing, poor agent selection, and costly mistakes that can easily exceed their fee.
- You don’t have time or emotional distance
Selling a home is time-consuming and emotional—especially if it’s:
- Your family home
- A divorce or estate sale
- A stressful or time-sensitive situation
Why it’s worth it:
They act as a buffer, handle pressure from agents and buyers, and keep decisions rational.
- High-value or complex properties
Examples:
- Premium homes
- Unique or hard-to-price properties
- Development sites or investment portfolios
Why it’s worth it:
A small percentage improvement in price can mean tens or hundreds of thousands of dollars, far outweighing the advocate’s fee.
- You want strong agent accountability
Not all agents perform the same—even within the same brand.
Why it’s worth it:
Vendor advocates:
- Shortlist top-performing agents using real data
- Negotiate commission and marketing costs
- Monitor performance throughout the campaign
Many sellers recover the advocate’s fee just through fee negotiation alone.
- You’re selling from Interstate or Overseas
If you’re not local, you’re reliant on others for:
- Inspections
- Campaign updates
- Buyer feedback
Why it’s worth it:
A vendor advocate acts as your local eyes and ears and ensures nothing slips.
- You want independent advice during negotiations
Selling agents are incentivised to close deals. That can affect:
- Advice on accepting early offers
- Auction reserve setting
- Post-auction negotiations
Why it’s worth it:
A vendor advocate gives advice without pressure to transact, helping you hold firm when appropriate.
When it’s usually not worth it
A vendor advocate may not add much value if:
- The property is entry-level and easy to sell
- You’re experienced, confident, and hands-on
- You already have a trusted, proven agent
- The market is extremely hot and competitive
Bottom line
A vendor advocate is worth the cost when:
Their expertise, independence, and oversight are likely to improve your sale result or reduce risk more than their fee.
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