A listing agent represents your interests as the home seller. A good listing agent will advise you on pricing, recommend steps to prepare the property for sale, handle marketing, coordinate open houses and showings, present offers from buyers and negotiate on your behalf to get the best possible price and most favorable terms.
With so many options out there, it’s easy to wonder how you’ll ever find the right agent to sell your home. While it may be a lot to process, the search is more manageable than it seems. Follow these steps to help narrow the field and choose a listing agent who meets your needs.
» MORE: How to sell your home
Get referrals to listing agents
Ask friends and colleagues if they’ve worked with an agent they would recommend, especially those who have sold a home within the past few years. Find out what it was like to work with their agent and how satisfied they were with the results.
Review listing agents' experience
Verify that potential listing agents are properly licensed by searching for their names in your state's real estate licensing database. Visit agents' websites and read their bios. Check their current and previous listings to see if they're familiar with your neighborhood and have sold similar homes.
Interview multiple listing agents
Talk to at least three listing agents to determine if they're the right fit. You want to see if someone is qualified and has the right experience not only to market your home but also to get it sold as quickly as possible and for top dollar.
Ask listing agents these questions
When you interview potential listing agents, it’s important to be prepared with a list of questions. Be ready to have the agents visit your home, and ask each one:
What are the comparable listings in my neighborhood? Comparables (called “comps” in the industry) are the pillar for determining your home’s value and deciding on an asking price. A well-rounded comparative market analysis will show current listings and homes sold in the past three to six months that are similar to yours in size and amenities.
What do you think my home is worth and why? During a listing presentation or before it, most agents will ask to walk through your home to take notes and see what they’ll have to work with. It also helps them crunch numbers against the comps to provide an asking price they feel is in line with market conditions and your goals. You might have an asking price in mind, but your agent might disagree.
What would your marketing plan for my home include? A good real estate agent will have a robust plan to promote your listing to find the right pool of buyers. Adding your home to databases of available homes called multiple listing services (MLS), open houses, 3D virtual tours, professional photography and broker tours for buyers’ agents (particularly for luxury homes) are all factors that may go into a marketing plan.
What experience do you bring to the table? Ask potential listing agents how long they've been selling real estate and how many houses they’ve sold recently. If someone hasn’t closed a deal in several months, that’s a reason for concern.
What is your commission rate? Make sure you understand how much you’ll be charged for a real estate agent’s services — and what exactly is included.
Hire a listing agent
Once you’ve chosen an agent, you’ll sign a listing agreement — most commonly an exclusive right-to-sell agreement. This contract gives one agent (and the associated brokerage) the sole authority to market and sell your home during a set period, typically between three and six months. When you enter into a listing agreement, even if you find a buyer yourself, the listing agent is still entitled to compensation.
Key terms to review and confirm in the listing agreement include:
Agreement start date and end date
Start date and expiration date for the exclusive listing period
Listing agent’s compensation structure and amount
Whether you authorize payment of the buyer’s agent commission
Specific duties of the agent and brokerage
Marketing scope, including authorization to list on the MLS and third-party websites
Cancellation provisions and early termination fees
How to cancel your agreement early
Review your listing agreement carefully to understand your cancellation rights. During negotiations, consider asking for language that allows you to terminate without a penalty if expectations aren’t met. Although, you may still be required to pay an early termination fee.
You may have grounds to cancel the agreement early if you experience:
Poor communication
Disagreements around pricing strategy
Unethical conduct
Weak or insufficient marketing
Lack of working chemistry
However, before cancelling, review your contract to confirm what qualifies as valid early termination and whether a fee applies. Start by emailing your agent or brokerage to request a professional conversation — some issues can be resolved.
Create a clear communication plan
As you and your listing agent begin to work together in the coming weeks or months, keep the lines of communication open. Let the agent know what you expect. For example, you may want to ensure your agent understands from the start that you expect regular email updates or calls every week or so regarding:
Marketing strategies in place for your home
When showings are scheduled
Prospective home buyer feedback
Always feel comfortable asking questions when you're confused or have concerns. Addressing small issues immediately will prevent misunderstandings later.
