Listing Agent vs. Selling Agent

There are two main types of traditional real estate agents:

• A listing agent — also called a seller's agent — helps you price, market, and sell your current home.
• A selling agent — also called a buyer's agent — helps you search for, make offers on, and purchase your new home.

In this guide, we’ll walk you through the different services provided by listing and selling agents, explain why it’s important that both sellers and buyers are represented individually, and break down the typical fees agents charge (and how to reduce them).

What's the difference between a listing agent vs. selling agent?

Why is the buyer's agent called a 'selling' agent?

A buyer’s agent is called a “selling agent” because the buyer’s agent “sells” the buyer on the property. They bring the buyer into the transaction.

While the terms "buyer's agent" and "selling agent" are sometimes used interchangeably, technically, the buyer’s agent becomes classified as a “selling agent” once a sales contract has been signed.

A seller's agent is called a "listing agent" because they list the property for sale, most often on the multiple listing service (MLS).

What does a listing agent do?

Once you sign a listing agreement with an agent, they have a fiduciary duty to act in your best interest. Here are the key services you can expect:

• Suggesting repairs for a higher sale price
• Helping you set a sale price based on local comps
• Listing, staging, and marketing your home
• Scheduling showings and open houses
• Evaluating offers and negotiating on your behalf
• Guiding you through the closing process

“Listing agents represent the seller, so their job is to market the home in the best way possible to secure the highest possible offer from a buyer,” says Andrew Fortune, a realtor and owner of Great Colorado Homes. “There are many other things that a listing agent does, but this is their #1 priority.”

The top services sellers want from their listing agent are help marketing the home to potential buyers, pricing the home competitively, and selling within a specific timeframe.[1]

Kelly Waters, founder of the Kelly Waters Team at Brits of Compass in New York, recently worked with a seller who followed all her advice for a listing and pricing strategy. After arranging for painters, cleaners, and stagers, the property was under contract after two open houses for well above the asking price. Meanwhile, an identical unit in the same building has been on the market for over 150 days.

“We took our time, and through our understanding of that area, what the seller was looking for, etc., we had a very quick, smooth, and profitable sale,” Waters says.

What does a selling agent do?

Once you sign a buyer agency agreement, your buyer’s agent has a fiduciary duty to act in your best interest.

The top services buyers want from their agent are help finding the right home, negotiating terms, and navigating paperwork. Over half of buyers value their agent pointing out property features or flaws the buyers didn't notice.[1]

This aligns with the services a selling agent typically provides:

• Finding properties that meet your budget and lifestyle needs
• Booking showings and researching homes in your area
• Scheduling and attending the home inspection
• Submitting and negotiating offers on your behalf
• Attending the final walkthrough and closing

Thomas Matthews, an agent with Gibson Sotheby’s International Realty in Massachusetts, has a clear process for buyers that includes having them watch a series of videos about buying in the area and creating a needs vs. wants list. He schedules a private viewing for each home, then uses an open house for a second viewing.

He also guides his clients in writing compelling offer letters, provides a list of important dates and next steps, and refers them to trusted vendors. It is a comprehensive, hands-on process that builds trust with clients.

“The value of having a process like the above is that buyers have the confidence they are purchasing a sound property, and when the time comes, they can confidently resell the property,” Matthews says.

Listing agent vs. selling agent commission

Most realtors charge a commission. The average listing agent commission is 2.88%, while the average selling agent commission is 2.82%.[2]

Home sellers typically pay for both the listing agent fee and the selling agent fee. Historically, sellers have set and advertised the rate for the buyer's agent in their MLS listings. But following the 2024 NAR lawsuit settlement, buyers must negotiate their fees directly with their agents before signing agreements.[3] Sellers often still cover the buyer's agent fee to attract buyers, but it's discussed during negotiations, not advertised upfront.

“The recent NAR settlement has made buyers more informed, clearly stating that agent compensation is negotiable and not automatically covered by the seller,” says Seann Malloy, founder and managing partner at Malloy Law Offices. “As a result, these agreements have become more specific, particularly with respect to how and when an agent will be paid if the seller does not cover the fee.”

Some listing agents charge a lower commission rate, as low as 1.5%, while still providing full service. This can save you thousands of dollars. For example, on a $500,000 home sale, a 1.5% rate would save you $7,500 compared to a 3% rate.

Can a listing agent also represent the buyer?

In some states, yes, one agent can represent both the buyer and the seller in the same transaction. This is called dual agency.

Dual agency is widely considered unethical, and it's even illegal in these states: Alaska, Colorado, Florida, Maryland, Oklahoma, Texas, Vermont, and Wyoming.

Usually, the main person who benefits from dual agency is the realtor, not the buyer or seller. The real estate agent makes double the commission for half the work.

For most buyers and sellers, the risks outweigh the benefits.

Can I use the same agent to sell my house and buy a new one?

Yes, although it’s a better idea in some cases than others. For instance, if your moving timeline is tight, a single agent managing both transactions can draft the purchase offer to align with your schedule.

“You also hold more power when negotiating agent commission rates when you use just one agent,” Fortune says. “A single agent will often reduce their fee for two transactions.”

Using the same agent also makes sense if your town has little diversity in its housing options, like if you’re trading one neighborhood home for another one.

But if you’re trying to sell a city condo and buy a rural property, you’ll typically want to work with agents who specialize in each property type.

Do I need an agent to represent me?

Most buyers and sellers find that working with a selling or listing agent is the best choice. About 88% of buyers and 91% of sellers work with a realtor, while only 5% of sellers choose to sell without an agent.[1]

“A full-service agent can guide the client from start to finish of a sale and ensure they develop a bespoke strategy for that specific property and the client's needs,” Waters says.

Whether you’re buying or selling, you’ll likely want to work with an agent if:

• You’ve never bought or sold a home before
• You want to sell for the highest possible amount
• You need help finding a home that meets your needs and budget
• You’re buying or selling in a very competitive market
• You simply don’t have the time to manage all the aspects of a real estate transaction

There are, however, a few instances where you might be okay working without a realtor. For instance:

• You have real estate experience and have bought and sold multiple properties
• You’re looking for something very specific, like a quick, all-cash deal
• You’re comfortable negotiating terms and prices
• You’re buying in a slow market with little competition

The question of whether to use a realtor often comes down to money. Sellers may want to avoid paying agent fees — especially since they often pay the commissions for both their listing agent and the buyer’s selling agent.

But saving on realtor fees comes with trade-offs in other areas, particularly the sale price. Homes sold with an agent sell for $65,000 more on average than homes sold without an agent.[1]

If you want to save on agent fees, working with a full-service, low-commission agent is usually the smarter option.

How to find a great listing agent or selling agent

You can find a real estate agent by asking friends and family members for referrals. Just be sure to ask about their buying or selling situation, as you want an agent with experience in your specific scenario.

Searching online may seem like the best place to start, but this can quickly get overwhelming. Sites like Zillow, Realtor.com, and even Google can return hundreds of local results, making vetting them via online reviews a real challenge. Plus, agents can pay these sites for more visibility.

To find a top real estate agent in your area, consider using a free service like Clever Real Estate. Clever sends profiles of high-quality, vetted agents to your inbox. With the hardest part done, you can then interview the agents to see if their experience aligns with your needs.

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