Hiring a Listing Agent: Questions That Reveal the Difference

There are tens of thousands of registered agents in the GTA, and a large share of them complete only a handful of transactions a year. Choosing well is worth more than negotiating a fraction of a point off commission.

Ask about recent, relevant activity

• How many properties have you sold in the last 12 months, and how many in my neighbourhood and price band?
• What was your average sale-to-list ratio and average days on market?
• Can you show me three recent listings, including one that didn't go smoothly, and explain what happened?

Ask them to defend the price

Any agent can promise a high number to win the listing and then push for reductions three weeks later. Ask for every comparable behind their suggested price, including the ones that came in low. Ask what would have to be true for the home to sell at the top of their range, and what would put it at the bottom.

Ask exactly what the marketing includes

• Professional photography, floor plans, video and copywriting — who pays?
• Where the listing is syndicated and how it's promoted beyond the board.
• Staging: included, discounted, or your cost?
• Who will actually be at showings and on the phone with buyer agents — them, or an assistant?

Ask about the agreement itself

• How long is the listing term, and can I cancel if I'm unhappy?
• What is the total commission, how is it split with a cooperating brokerage, and is it negotiable?
• How will multiple offers be handled, and how do you handle a situation where you represent both sides?

The signals worth trusting

Specifics over promises. Written comparables over confident numbers. Someone who tells you the honest weaknesses of your property in the first meeting is more valuable than someone who tells you only what you want to hear — the buyers won't be flattering either.