An impressive price estimate can make a selling proposal feel compelling. Yet the highest appraisal is not automatically the strongest advice. Melbourne vendors are better served by testing the evidence, campaign method and accountability behind the number before appointing an agent.
Ask how the range was built
A credible appraisal should be supported by relevant settled sales, not only the most optimistic result in the suburb. Ask why each comparison is similar, what adjustments have been made for land, condition, accommodation and location, and which evidence points to the lower and upper ends of the range.
Pay attention to sales the agent has not handled. A balanced assessment should consider the market evidence, regardless of which agency produced it.
Separate the appraisal from the quote
The sale estimate, agent commission and marketing budget are different decisions. A low fee can be poor value if the strategy, communication or negotiation is weak. An expensive advertising package is not justified simply because it is presented as standard. Ask what each item is expected to achieve and whether it is essential for your likely buyers.
For the distinction between an advocacy fee, selling-agent commission and external campaign expenses, see the MPS guide to vendor advocacy fees in Melbourne.
Test the proposed campaign
The right method depends on the property, likely buyer pool and your priorities. Auction, private sale and expressions-of-interest campaigns each create different timelines and negotiating dynamics. The agent should be able to explain why the recommended method suits your property rather than relying on a general agency preference.
- Who is the primary buyer and how will they be reached?
- What preparation is necessary before photography and launch?
- How will buyer feedback be recorded and interpreted?
- When will price, campaign or presentation decisions be reviewed?
- Who will conduct inspections and negotiate offers?
- What happens if the campaign does not follow the expected pattern?
Evaluate communication before signing
Campaign pressure makes clear communication essential. Establish how often you will receive updates, what information will be included and who is responsible. Ask for examples of reporting. The agent’s ability to explain uncomfortable evidence before appointment is a useful indication of how candid the relationship may be during the campaign.
Check the authority carefully
Before signing a sales authority, understand the term, exclusivity, commission structure, marketing obligations and circumstances in which costs remain payable. Obtain appropriate legal advice if anything is unclear. The commercial terms should reflect what was discussed, not rely on verbal assurances.
Compare your agent proposals
Use the same questions for each agent. Label your shortlisted agents A, B and C, then copy this checklist into your notes or print the page and record their answers. A missing answer is a question to follow up, not a reason to guess.
01 · Price evidence
Which recent settled sales support the appraisal? Note the sale dates, property differences and the explanation for the price range.
Agent A:Agent B:Agent C:02 · Total campaign costs
Record the commission basis, GST, itemised marketing, optional preparation costs and when each expense becomes payable.
Agent A:Agent B:Agent C:03 · Sale strategy
What sale method is proposed, who are the likely buyers, and why does the plan suit your property and timing?
Agent A:Agent B:Agent C:04 · People and reporting
Who will handle inspections and negotiations? Agree how often you will receive written updates and what evidence they will contain.
Agent A:Agent B:Agent C:05 · Appointment terms
Record the authority period, exclusivity and any unclear terms. Seek appropriate advice before signing anything you do not understand.
Agent A:Agent B:Agent C:06 · Review and next steps
When will progress be reviewed? Ask what evidence would support changing the price, presentation or campaign if interest is weak.
Agent A:Agent B:Agent C:
Compare the whole proposal. The highest appraisal or lowest commission is not automatically the strongest choice. Look for clear evidence, realistic costs and accountable delivery.
Choose the process, not the promise
A strong agent selection is based on evidence, relevant experience, a coherent strategy and clear accountability. The purpose of comparing agents is not to find the most flattering forecast; it is to choose the person and process most likely to manage the sale well.
MPS vendor advocacy independently interviews and compares selling agents, reviews campaign recommendations and supports vendors through offers and negotiation. Learn more about vendor advocacy or book a conversation with Mark Thompson.
This article provides general information only and is not legal, financial or tax advice.
Last updated .