By Conrad Vass · Selling ·
Quick answer
Before appointing a selling agent, ask for recent comparable sales from your specific area, details of their off-market activity, who they believe will buy your property, why they recommend a particular sale method and how they handled recent campaigns that did not sell immediately. These questions often reveal more than discussions about commission or estimated value alone.
Key takeaways
- Comparable sales should come from your immediate area rather than broad suburb averages.
- Strong agents can clearly identify likely buyers before a campaign begins.
- Off-market and pre-campaign experience can indicate the strength of an agent's buyer relationships.
- Sale method recommendations should be tailored to the property rather than applied universally.
- How an agent manages unsuccessful campaigns often reveals their professionalism and adaptability.
- Local market knowledge is usually more valuable than optimistic appraisal figures.
Most property owners speak with two or three agents before deciding who will handle their sale. The conversation usually follows a familiar pattern:
- What do you think my property is worth?
- What's your commission?
- How would you market the property?
They're sensible questions, but they rarely tell you whether an agent genuinely understands your market or simply presents well during a listing presentation.
In Sydney's inner-city suburbs, where values can vary dramatically from one street to the next, local knowledge matters far more than polished sales scripts. The following five questions are designed to uncover whether an agent truly understands your property's market, buyer profile and likely sales strategy.
Question 1: "Can You Show Me Three Comparable Sales From My Specific Pocket, Not Just My Suburb?"
This question quickly separates genuine local expertise from broad suburb-level commentary.
Across inner Sydney, median prices often tell only a small part of the story. A double-fronted terrace on one of Surry Hills' tightly held streets can appeal to a very different buyer pool than a smaller terrace a few blocks away. Likewise, an apartment in a landmark Art Deco building in Potts Point operates within a different segment of the market than a comparable-sized apartment in a 1970s block nearby.
The most relevant comparable sales should come from your immediate area — ideally your street or a small group of closely comparable streets — and preferably from transactions completed within the previous three months.
According to Conrad Vass, accurate pricing comes from understanding the nuances of a property's location, presentation, configuration and buyer appeal rather than relying solely on suburb-wide averages.
What a Strong Answer Sounds Like
The agent identifies three recent sales by address, explains the similarities and differences between each property and yours, discusses sale dates and sale prices, and outlines any adjustments they have made when estimating value.
What a Weak Answer Sounds Like
General comments about suburb median prices, broad market trends or generic statements about how the suburb is performing overall.
Question 2: "How Many of Your Recent Sales Were Off-Market or Pre-Campaign?"
In suburbs such as Surry Hills, Darlinghurst, Paddington and Potts Point, a significant number of transactions begin before a property reaches the public portals.
Some vendors prefer discretion. Others benefit from engaging a small group of highly qualified buyers before launching a broader marketing campaign.
An agent with established buyer relationships can often identify potential purchasers early and test demand before committing to a public campaign.
This doesn't necessarily replace a full marketing strategy, but it does demonstrate whether an agent has developed genuine buyer connections beyond advertising exposure alone.
What a Strong Answer Sounds Like
The agent provides a specific percentage of recent off-market or pre-campaign sales and supports the claim with examples. They can explain how they would identify likely buyers for a property similar to yours.
What a Weak Answer Sounds Like
Vague references to having a large database without demonstrating how that database is actively used.
Question 3: "Who Is the Most Likely Buyer for My Property?"
A prepared agent should already have a clear view of who is most likely to purchase your property.
The answer should go beyond general statements about buyer demand and focus on the specific characteristics that make your property attractive to a particular group.
Depending on the property, that buyer could be:
- An owner-occupier upgrading locally
- A downsizer relocating from a larger Eastern Suburbs home
- A professional seeking proximity to the CBD
- An interstate purchaser entering the Sydney market
- An investor targeting a tightly held rental location
The more precisely an agent can define the likely buyer, the more confidence you can have in their campaign strategy.
What a Strong Answer Sounds Like
A detailed explanation of the buyer profile, supported by recent enquiry trends and active contacts already known to the agent.
What a Weak Answer Sounds Like
Statements such as "there's always demand for properties like this" without any discussion of who that demand is coming from.
Question 4: "Why Is Your Recommended Sale Method Better Than the Alternatives?"
Auction remains the default choice for many Sydney properties, but it is not automatically the best strategy in every situation.
The most effective agents can explain not only why they recommend a particular method but also why they believe alternative approaches are less suitable.
For example:
- Some properties in Woolloomooloo or Rushcutters Bay may appeal to a smaller, more specialised buyer pool where private treaty can be effective.
- Certain interstate or overseas buyers may require additional time for due diligence or finance approval.
- Vendors seeking privacy may prefer expressions of interest rather than a public auction campaign.
A thoughtful recommendation demonstrates strategic thinking. A one-size-fits-all approach generally does not.
What a Strong Answer Sounds Like
A clear explanation linking the recommended method directly to your property's buyer profile, market conditions and likely competition.
What a Weak Answer Sounds Like
"We always use auctions."
Question 5: "What Happened in the Campaigns That Didn't Sell?"
Most agents are comfortable discussing successful campaigns. The more revealing conversation is often about the properties that did not sell immediately.
How an agent handles challenges can tell you a great deal about their communication skills, pricing strategy and ability to adapt when conditions change.
A professional agent should be willing to discuss:
- Auction campaigns that passed in
- Pricing adjustments made during a campaign
- Vendor expectation management
- Buyer feedback that influenced strategy
- How unsuccessful campaigns were ultimately resolved
Transparency often says more about an agent's professionalism than a list of record prices.
What a Strong Answer Sounds Like
The agent provides actual examples, explains what was learned and outlines how those situations were managed.
What a Weak Answer Sounds Like
Avoiding the question or providing only generalised responses without specifics.
Conclusion
Choosing the right selling agent involves more than comparing commission rates or hearing optimistic price estimates. The strongest agents demonstrate detailed local knowledge, understand the likely buyer for your property, can explain their recommended sales strategy and are willing to discuss both successful and challenging campaigns openly.
In markets where property values can vary significantly from one street to the next, the quality of an agent's market knowledge often has a greater impact on the outcome than the size of their marketing pitch. Asking the right questions can provide valuable insight into how well an agent understands your property and the buyers most likely to compete for it.
For tailored advice on selling property across Sydney's Inner East and City Fringe, contact Conrad Vass and the team at Space Property Agency.
Suite 13, Level 5, 35 Buckingham St, Surry Hills NSW 2010
0418 225 089
Follow Conrad on X: @VassConrad97853
Frequently asked questions
How many agents should I interview before choosing one?
For most inner-Sydney vendors, two or three interviews are sufficient. The goal is not to meet every agent in the suburb. It is to compare evidence, strategy and local knowledge. A small number of detailed conversations will usually provide more useful insight than a long list of superficial meetings.
Should I choose the agent who gives me the highest appraisal?
Not necessarily. According to Conrad Vass, the appraisal supported by the strongest comparable sales evidence is generally more reliable than the highest estimate. Vendors should examine how the figure was reached rather than focusing solely on the headline number.
Is it reasonable to interview an agent and then choose someone else?
Absolutely. Selecting an agent is a business decision and should be approached carefully. Professional agents understand that vendors may compare multiple options before making a final choice and generally respect a thorough selection process.