Navigating the Market: Why Buyers Need Insight on Sales Agents

In today’s fiercely competitive real estate market, it’s essential to recognise that sales agents have a critical job—to represent their clients’ property value and secure the best possible price. Whether you’re buying or selling, understanding this dynamic is key to navigating the market successfully.

Sales Agents Represent Sellers, Not Buyers

Sales agents work for the seller, and their focus is on achieving the highest possible price for their client. Expecting them to do anything less as a buyer is unrealistic. The best sales agents will always negotiate hard and use their expertise to push for maximum value. While this may be frustrating for buyers, it’s exactly what sellers pay them to do—they’re not just selling a property, they’re selling the full potential of its value.

Any sales agent who says they “work well with buyers” is a red flag to me—not because I’m a buyer’s agent, but because it raises a serious question about whether they understand their role in the transaction. A sales agent’s job is, at all times, to represent the seller, uphold the value of their asset, and extract the best sale result. If an agent is focusing on pleasing the buyer rather than fiercely negotiating for the seller, I’d question their commitment to doing their job properly.

Tough Negotiators Are the Best at What They Do

Strong sales agents know how to negotiate. They leverage demand, create urgency, and push buyers to their limits. If you come across an agent who’s holding firm, it’s because they’re excellent at their job. These are the agents you’d want on your side if you were the seller—they make sure no money is left on the table, and that’s what counts in a competitive market.

A Weak Sales Agent Is a Rare Win—But I’d Never Sell With Them

On occasion, you might encounter a weak agent—someone who doesn’t negotiate hard and may settle for a lower price just to close the deal quickly. As a buyer, this might feel like a win, but it’s only a short-term victory. In the long run, I would never want to sell with such an agent. They aren’t truly representing their client’s best interests, and in a shifting market, that’s a serious red flag. Strong agents will always maximise value for the seller, and that’s exactly who sellers need.

Market Change Is Coming

The real estate market in South East Queensland is expected to change over the next 12 months (written on 14/10/2024). We’re already seeing cracks in certain segments of the market. Some suburbs and property types are holding strong, while others are beginning to show signs of weakening. One segment that will continue to see strong demand is stock aimed at first home buyers and single parents re-entering the market. This demand is driven by affordability and government incentives, ensuring this sector remains competitive.

How a Buyer’s Agent Can Help

A good buyer’s agent is on the frontlines every day, constantly researching and tracking the market. They see the subtle changes that most people miss and understand the nuances in different areas. While I personally hate two common sayings—“There are markets in markets” and “That’s the current market”—there’s some truth to them.

“There are markets in markets” means that just because one type of property is going up or down in a suburb doesn’t mean everything else in that suburb is following the same trend. I’ve seen homes in a suburb decline in value while units and townhomes in the same area continue to appreciate.

“That’s the current market” is something I hear often from sales agents, and I’m a firm believer that you can create your own luck. With thorough research and a deep understanding of the market, you can overcome any trend. You’re not simply at the mercy of the market—you can find opportunities where others might not.

If you don’t have the time to research and would rather reclaim your Saturdays, this is where a buyer’s agent like us can help. By relying on a professional who lives and breathes property, you can take advantage of market trends without the hassle.

Respect the Process

As a buyer, there’s little to gain from alienating a sales agent. Rubbing them the wrong way or underestimating their role can backfire, especially when there are multiple offers on the table. Engaging respectfully and recognising their position can go a long way. At the end of the day, their job is to secure the best result for the seller, and they take that seriously.

In this market, the smartest buyers and sellers understand the value of having a tough negotiator on their side. If you come across a weak agent, enjoy the short-term win as a buyer—but remember, you’d never want that agent representing your property. With market changes looming, now more than ever, it’s crucial to have the right professionals in your corner to ensure the best outcomes in real estate.