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:

1. 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.

2. 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.

3. 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.

4. 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.

5. 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.

6. 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.