How to Choose the Right Listing Agent
Evan Whaley
Selling a home is one of the most important financial decisions most people will ever make. And while the condition of the home matters, the strategy and skill of the agent representing it can have just as much impact on the final outcome.
The right listing agent can:
Help you sell faster
Maximize your final sales price
Prevent costly mistakes
Reduce stress throughout the process
Solve problems before they derail the transaction
The wrong agent can lead to:
Poor pricing strategy
Extended time on the market
Multiple price reductions
Lost buyer interest
Thousands—or even tens of thousands—left on the table
If you’re trying to choose the right listing agent, here’s how to evaluate your options.
Start Here First: How to Choose the Right Agent Overall
If you haven’t already, we recommend starting with our general guide:
How to Choose the Right Real Estate Agent
That article walks through:
How to narrow down your options
How to evaluate reviews and experience
How to interview agents
What matters most when making your decision
Once you understand those fundamentals, this guide will help you specifically evaluate a listing agent and the skills that matter most when selling a home.
Make Sure the Agent Has Experience Selling Homes Like Yours
One of the most important factors is whether the agent has relevant experience.
Not all listings are the same.
For example:
An agent who primarily sells luxury homes may not be the best fit for a starter home.
An agent who mostly works with entry-level homes may not be the right person to market a luxury property.
On the surface, selling a home may seem similar across price ranges, but the strategy can be very different.
Luxury vs. Entry-Level Homes
Selling a luxury property is about more than:
Great photos
A nice video
Listing it on the MLS
Luxury real estate is often about selling a lifestyle, not just a house.
Luxury buyers may:
Come from other states
Come from other countries
Be referred by agents in different markets
That means the listing agent should:
Have strong professional networks
Be connected with agents locally and nationally
Understand how to position the home to a broader audience
Make sure the agent has experience selling homes similar to yours in price, condition, and location.
What Every Listing Agent Should Be Doing (The Basics)
At a minimum, every listing agent should provide a strong, professional presentation of your home.
This typically includes:
Professional photography
A well-written, professional property description
Professional videography in most cases
Drone photography when the property or location benefits from it
Your agent should also:
Walk through the home with you before listing
Give advice on improvements or repairs
Help you determine how to present the home to buyers
This may include:
Decluttering
Minor repairs
Paint touch-ups
Landscaping
Staging recommendations
If an agent plans to simply:
Take a few photos
Put the home in the MLS
Wait for showings
That may not be the level of strategy your home deserves.
A Great Listing Agent Has a Strong Vendor Network
Selling a home often involves more than just listing it.
A strong listing agent should have trusted contacts such as:
Professional stagers
Photographers and videographers
Appraisers
Contractors
Handymen
Cleaning services
These professionals can help with:
Pre-listing improvements
Inspection repairs
Appraisal concerns
Last-minute issues before closing
A strong network can save time, reduce stress, and often increase your net proceeds.
Listing Experience Matters
Some agents work primarily with buyers and take very few listings.
While they may be great agents, the skill set for listing homes is different.
A strong listing agent should have:
Experience pricing homes accurately
A clear marketing process
A negotiation strategy for offers and repairs
Experience handling appraisals and inspection issues
A proven track record with sellers
When interviewing agents, ask specifically about their listing experience, not just their total transaction count.
Your Listing Agent Should Be a Market Expert
Pricing is one of the most important decisions in the entire selling process.
The right pricing strategy can:
Generate strong interest
Create competition among buyers
Help the home sell faster
Maximize your final sales price
The wrong pricing strategy can lead to:
Long days on the market
Multiple price reductions
Buyer skepticism
Lower final sale prices
A strong listing agent should be a true market expert, not just someone who throws out a number.
They should:
Understand recent comparable sales (comps)
Know neighborhood trends
Be aware of buyer demand
Track inventory levels
Understand how long homes are taking to sell
They Should Walk You Through the Comps
A great listing agent won’t just tell you what your home is worth—they’ll walk you through the data so you can understand the reasoning behind the price.
They should:
Show you similar homes that have sold recently
Explain how your home compares to each one
Discuss differences in:
Location
Condition
Size
Updates
Layout
Lot features
The goal isn’t just to give you a number.
It’s to help you understand the market and feel confident in the pricing strategy.
They Should Also Explain How an Appraiser Will View the Home
Many sellers focus only on what a buyer might pay, but an equally important factor is how the appraiser will value the home.
Even if a buyer agrees to a high price, the deal can run into trouble if:
The appraisal comes in low
The buyer cannot make up the difference
The contract has to be renegotiated
A strong listing agent should:
Think like an appraiser
Understand how appraisers select comparable sales
Price the home in a way that is both competitive and defensible
They should be able to explain:
Which comps an appraiser is likely to use
Where your home fits in the market
What price range is most likely to appraise
Be Careful of Agents Who “Buy the Listing”
One of the biggest red flags is when an agent gives you a price that:
Feels much higher than other agents’ suggestions
Isn’t supported by strong comparable sales
Comes without a clear explanation
In the real estate industry, this is often called “buying the listing.”
It happens when:
An agent suggests an inflated price to win your business
They know the home likely won’t sell at that number
They plan to ask for price reductions later
This strategy often leads to:
Longer time on market
Stigma around the property
Lower final sale prices
Always ask:
What comps support this price?
How does this compare to recent sales?
How will this price hold up in an appraisal?
The Opposite Problem: Pricing Too Low
Overpricing isn’t the only risk.
Sometimes an agent may suggest a very low price to:
Create a quick sale
Generate multiple offers
Close the deal faster
Selling quickly is important—but it should be at a competitive market price, not below it.
Your agent should have a strategy that balances:
Speed
Market demand
Final sales price
Make Sure the Comparable Sales Are Truly Comparable
Not all comps are created equal.
A strong listing agent should be using:
Homes in the same or very similar neighborhoods
Properties with similar square footage
Similar age and condition
Similar levels of updating
Similar lot size or features
Using poor comps can lead to:
Overpricing
Underpricing
- Appraisal issues later
Why Price Per Square Foot Can Be Misleading
Many sellers hear about price per square foot and assume that’s the easiest way to determine value.
But price per square foot can be very misleading.
For example:
A smaller, fully updated home may have a much higher price per square foot.
A larger, older home may have a lower price per square foot.
Two homes with the same square footage can sell for very different prices based on:
Layout
Condition
Location
Lot
Updates
Appraisers and experienced agents don’t rely on price per square foot alone.
They focus on similar home sales and make adjustments based on real-world differences.
Key Performance Questions to Ask a Listing Agent
List-to-Sale Price Ratio
Ask:
What is your average list-to-sale price ratio?
This shows how close homes sell to their list price and how effectively the agent prices and negotiates.
Days on Market
Ask:
What is the average time it takes to sell homes in this area?
How do your listings compare to that average?
Price Reductions
Ask:
How many homes in this area require price reductions?
How do you avoid that with your listings?
Why Selling Quickly Often Leads to a Higher Price
A common misconception is that if a home sells quickly, it must have been underpriced.
In reality, market data often shows the opposite.
In many markets:
The faster a home sells, the higher the percentage of list price it receives.
In our local market, we’ve found:
Homes that sit for 60 days or more often sell for 91% or less of their original list price.
The longer a home sits, the less likely it is to sell at all.
This happens because:
Buyers start to question the property
The listing develops a stigma
Buyers assume the seller is becoming desperate
Holding costs begin to add up
A strong listing agent should have a strategy to:
Generate strong early interest
Attract serious buyers quickly
Sell faster than the market average
Understanding Dual Agency
Ask:
Do you practice dual agency?
Dual agency is when the same agent represents both the buyer and seller in the same transaction.
Potential Pros
Simplified communication
Smoother coordination
Potential Cons
Limited ability to advocate aggressively for one side
Reduced fiduciary representation
The key is understanding the policy and deciding what aligns with your goals.
How a Great Listing Agent Helps You Prepare the Home
A strong listing agent helps you decide how to prepare the home before it hits the market.
We often talk about three main strategies:
1. Sell It As It Sits Today
Minimal preparation
Least time and money invested
Typically results in the lowest sales price
2. Light Preparation
Includes:
Cleaning
Painting
Minor repairs
Decluttering
Many sellers see strong returns from these simple improvements.
3. Full Optimization
May include:
Larger updates
Modernizing finishes
Staging
Design improvements
This approach requires more time and money but often results in the highest sales price.
Why You Don’t Want to Get Caught in the Middle
Problems occur when sellers:
Invest in isolated upgrades
Improve one area but not the rest
Create an inconsistent presentation
For example:
A brand-new kitchen
But outdated bathrooms and flooring
Many buyers won’t pay top dollar unless the home feels consistent and cohesive.
A great listing agent helps you:
Decide what adds value
Avoid unnecessary expenses
Invest in the areas that create the best return
Signs You’ve Found the Right Listing Agent
You may have found the right agent if they:
Ask thoughtful questions about your goals
Present a clear pricing strategy
Walk you through the comps
Explain appraisal considerations
Offer preparation advice
Have a strong marketing plan
Provide clear communication expectations
Red Flags to Watch For
They suggest a price without strong data
They promise a high price just to win the listing
They don’t explain the comps
Their marketing plan is vague
They lack listing experience
They can’t clearly explain their process
Trust and Advice Matter
Just like with a buyer’s agent, trust is critical.
A great listing agent should:
Listen carefully to your goals
Give honest advice
Explain risks and trade-offs
Help you make logical, financially sound decisions
You don’t just want someone who agrees with everything you say.
You want someone who will guide you with experience and integrity.
Not Sure Where to Start?
If you’re just beginning the process, start with our complete guide:
How to Choose the Right Real Estate Agent
Then come back to this page for the seller-specific details that can impact your timeline and final sales price.
You may also want to read: