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  The "Real" Role of the Listing agent.

The "Real" Role of a Listing Agent

When you bought your home, you probably used the services of a real
estate agent. You found that agent through a referral from a friend or
family member, or through some sort of advertising or marketing. The
agent helped you in many ways and eventually you found the house of
your dreams, made an offer, closed the deal, and moved in.

For whatever reason, now it is time to sell your home and you need a
real estate agent again. Many home sellers, especially those selling
their first home, tend to think all agents are similar to the one that
helped them buy their home.

Although real estate agents can (and do) work with both buyers and
sellers, most tend to concentrate more on one than the other. They
specialize. When you bought your home, you probably worked with a
"selling agent" – an agent that works mostly with buyers. Because of
the nature of real estate advertising and marketing, the public’s main
image of the real estate profession is that of the selling agent (buyer's

As a result, many homeowners expect their listing agent to do the
same things that a selling agent does – find someone to buy their
home. After all, they do the things you would expect if they were
searching for buyers. A sign goes up in the front yard. Ads are placed
in the local newspaper and real estate magazines. Your agent holds an
open house on the weekend. Your house is proudly displayed on the

But this is only "surface" marketing. More important activity occurs
behind the scenes. After the "for sale" sign goes up and flyers are
printed, your agent’s main job is to market your home to other agents,
not to homebuyers.

copyright 2000 by Terry Light and RealEstate ABC, revised 2002


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