When navigating Australia’s property market, it’s easy to get confused between a buyer’s agent (or buyers advocate) and a selling agent (often simply called a real estate agent). While both are licensed professionals, their loyalties and responsibilities are very different. Understanding these differences is critical before you decide who to engage.
1. Who Does Each Agent Represent?
Buyer’s Agent (Buyers Advocate): Works exclusively for the purchaser. Their job is to find, assess, and negotiate property in the buyer’s best interest.
Selling Agent (Real Estate Agent): Represents the vendor (property seller). Their role is to market the property and secure the highest possible price and best terms for the seller.
This distinction is vital: one acts for the buyer, the other for the seller.
2. Roles and Responsibilities
Buyer’s Agent
Understands the buyer’s goals, budget, and criteria
Sources both listed and off-market properties
Evaluates property value, risks, and growth potential
Provides advice based on market data, not emotion
Negotiates to secure the best price and terms for the buyer
Selling Agent
Advises the seller on property presentation and marketing
Promotes the property through listings, open homes, and advertising
Attracts as many qualified buyers as possible
Runs the sales campaign (auction or private treaty)
Negotiates to achieve the highest possible sale price for the vendor
3. Fees and Payment
Buyer’s Agent Fees: Typically 1–2% of the purchase price plus GST, or a fixed fee arrangement. Paid by the buyer.
Selling Agent Commission: Usually 1.5–3% of the sale price, plus advertising costs. Paid by the seller.
Both structures align incentives: each agent is rewarded for achieving the best outcome for their client.
4. Access and Networks
Buyer’s agents leverage networks to uncover off-market properties, while selling agents use marketing channels to maximise visibility. In essence, one opens doors for buyers, the other opens the property to the market.
5. Conflicts of Interest
A key rule: an agent cannot represent both sides in the same transaction. A selling agent owes their duty of care to the seller, not the buyer. If you want dedicated representation, a buyer’s agent is the only option.
6. When Should You Use Each?
Use a Buyer’s Agent if: You want professional support as a purchaser, access to hidden opportunities, expert negotiation, and a less stressful buying process.
Use a Selling Agent if: You’re selling property and want maximum exposure and the best possible sale price.
Many property transactions will involve both – each working for their respective client.
7. Case Example
Imagine a home in Sydney listed by a selling agent. Their goal is to attract multiple buyers, build competition, and drive up the sale price at auction. Meanwhile, a buyer engages a buyer’s agent to research comparable sales, set a bidding strategy, and bid on their behalf. The selling agent achieves a great result for the vendor, while the buyer’s agent ensures the purchaser buys at a fair market value with confidence. Both sides are represented, but their objectives are different.
In Australia, a selling agent works for the vendor, while a buyer’s agent (or buyers advocate) works for the purchaser. Knowing the difference helps ensure you get the right professional on your side. If you’re buying, a buyer’s agent is your advocate; if you’re selling, a selling agent is your champion.
Frequently Asked Questions
Is a buyer’s agent the same as a real estate agent?
No. A selling agent is a real estate agent who works for the seller. A buyer’s agent is licensed in real estate but exclusively represents the buyer.
Who pays the buyer’s agent?
The buyer pays. Their fee is usually 1–2% of the purchase price or a fixed fee.
Who pays the selling agent?
The seller pays. Their commission is generally 1.5–3% of the property’s sale price, plus marketing costs.
Can the same agent represent buyer and seller?
No. This would be a conflict of interest. Each side must have separate representation.
Do I need both when buying a home?
Yes. The seller appoints a selling agent, and buyers can choose to appoint a buyer’s agent for balanced representation.
