Use a real estate agent or sell your own property via an online agent?

Having trouble deciding whether to use a real estate agent or sell your own property via an online agent? We’ve put together a step-by-step comparison for each of the stages involved in selling property to help make your decision easier.

Preparing your property for sale

With a real estate agent:

A good real estate agent will offer recommendations on how to improve the appeal and presentation of your home to achieve the best sales results. They should have an insight into their local area, including trends and demands for the styles and features most popular with buyers. But at the end of the day, it’s down to you as the homeowner to renovate, de-clutter and style your home in preparation for sale.

By yourself via an online agent:

Thanks to the internet, there are a gazillion resources available offering styling and presentation tips to get your property in top sales shape. Some of the best inspiration comes from styling magazines such as Houzz Australia and Better Homes and Gardens, and our own guide to preparing your home for sale covers staging and styling in detail.

As a practical exercise, it’s not a bad idea to attend some local inspections and note how they’re styled and presented. Listen to what buyers are saying about the property. What questions are they asking agents? What do they like and dislike?

Setting a sales price

With a real estate agent:

Good real estate agents should have a solid understanding of the local market, the properties that have recently sold and what they sold for. In the past, agents have been scrutinised for either setting sales prices too high to win your business or too low to draw wider interest from buyers, what’s known as underquoting. If you choose to sell through an agent, do your homework to make sure the sales price recommended is realistic.

By yourself via an online agent:

Both Domain and realestate.com.au offer access to recent sales stats, local trends and market data, and you can get an estimated value range for your property free through PropertyNow. Use a few different sources to build confidence in your number; our guide to researching and setting your selling price walks through the whole method.

We also recommend attending a few local auctions and inspections for similar properties. Compare them with yours, and note how many people bid and where the final number ends up relative to the guide.

Preparing your legal documents

With a real estate agent:

Two kinds of documents matter in every sale, though the details vary state to state. First, the vendor disclosure documents: in Victoria that’s the Section 32 statement, and every state has its own equivalent set of disclosures prepared by your legal practitioner or conveyancer and signed by you. Your agent makes these available to prospective buyers. Second, the contract of sale: the legal document setting out the property, parties, price, deposit, settlement and terms. Some agencies arrange contract preparation through associated conveyancers, charged as a legal expense; most commonly, the agent fills out the front page of the contract and your conveyancer handles everything else.

By yourself via an online agent:

An independent conveyancer or solicitor prepares exactly the same documents, and they’re the ones doing the real legal work in either scenario, so cutting out the agent changes nothing on the legal side. We’ve explained who does what (and what it costs in each state) in do you need a conveyancer to sell privately.

Marketing your property

With a real estate agent:

Real estate agents are experienced marketers and offer a range of tools to showcase your home: 3D floorplans, photography, aerial imagery and virtual tours, often across both traditional and digital channels. On the downside, campaigns can be expensive, and the bill is yours whether or not the property sells. Set a budget for what you’re prepared to spend and don’t feel obliged to accept every option put forward.

By yourself via an online agent:

We’re firm believers you don’t have to spend thousands to market your home effectively. The overwhelming majority of buyers search online, so what you need are some great-looking photos, some kick-arse copy and exposure on the right platforms.

Listing your property online

With a real estate agent:

realestate.com.au only accepts listings through licensed real estate agents, so with a traditional agency your listing goes up as part of their campaign, and they handle changes to copy or images along the way.

By yourself via an online agent:

Because PropertyNow are licensed real estate agents, we can list your property on the major platforms too, including realestate.com.au and Domain, for a flat $979, listed until sold. You keep control of the sale and the commission, and you can update your listing day or night, with changes flowing through automatically.

Negotiating a sale

With a real estate agent:

Some people find negotiation intimidating, and an agent will take that stress off your hands. They understand the process and the mindset of buyers. Some buyers, however, are sceptical of dealing with agents because of past experiences, and prefer talking straight to the owner.

By yourself via an online agent:

Negotiating is a skill most of us use every day without noticing: at work, with the kids, buying a washing machine. Selling your home is no different once you’ve set your bottom line and understood your buyer’s position, and because you know your home inside out, you’re better armed than you think. Our negotiation tips and strategies for private sellers has the full playbook, including exact scripts for the tricky moments, and our licensed agents are a phone call away seven days a week if you want to talk one through.

Related stories

• Fixed price real estate agents: what are the advantages?
• 14 things most real estate agents won’t tell you
• Real estate agent commissions: how much should you pay?
• Sell your home online: the step-by-step guide

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By the PropertyNow team. The legal-documents section is general information, not legal advice; disclosure requirements vary by state, so lean on your conveyancer or solicitor.