It’s not uncommon for a seller to come across the term “listing agent” before they start working with one.
Buyers come across it too — often alongside the term “selling agent.”
It’s easy to get confused by the terminology, especially when “listing agent” and “selling agent” sound so similar.
That confusion often leads to misunderstanding where and how a listing agent fits into a real estate transaction.
For example, what’s the difference between a listing agent and a selling agent?
What services does a listing agent provide?
What does it cost to hire one?
And do you really need one to sell your home?
A listing agent can bring far more value than most homeowners realize.
But it’s important to understand their role — and the benefits of working with the right one.
Here’s everything you need to know about a listing agent in real estate.
What is a listing agent?
A listing agent (also called a seller’s agent) is a licensed real estate professional who represents the homeowner during the sale of a property.
They may be licensed as a real estate salesperson or a real estate broker, depending on their license type.
In both cases, the agent typically works under a real estate brokerage, which oversees their work and holds their license.
For example, an agent at Keller Williams or Compass is considered a listing agent when representing a seller — and their license is held under that company’s brokerage.
This applies whether they’re a salesperson or a broker associate.
In some cases, a listing agent may also be a broker who owns and operates their own brokerage.
If the agent is a member of the National Association of Realtors, they can also technically be referred to as a Realtor.
Here’s what’s important…
A real estate agent who represents the seller has a fiduciary duty to their client.
That means they’re legally obligated to act in the seller’s best interests throughout the transaction.
This includes everything from advising on the right listing price to protecting the seller’s position during negotiations with the buyer’s agent.
Listing agent vs. selling agent: How are they different?
In real estate, the terms “listing agent” and “selling agent” refer to professionals on opposite sides of the transaction.
A listing agent (or seller’s agent) represents the homeowner selling the property.
And a selling agent represents the homebuyer.
While most people use the term “buyer’s agent,” many industry professionals still refer to them as the selling agent.
That’s because they help their client purchase the home, effectively “selling” it to the buyer.
Both agents play a critical role in a real estate transaction.
But only the listing agent works directly with the seller.
The selling agent becomes involved once a buyer is in the picture.
What does a listing agent do?
A listing agent provides a range of services to help homeowners sell their house in a way that aligns with their goals.
Understanding what they do — and how they support sellers throughout the process — can give you a sneak peak of what to expect from your agent when selling.
Here are some of the most important services a listing agent typically offers:
- Determine the home’s list price with a comparative market analysis (CMA): One of a listing agent’s key responsibilities is helping the seller price the home competitively. This involves conducting a CMA using recent sales, active listings, and local market data.
- Ensure legal compliance with required disclosures: A core part of their job is informing sellers about legally required property disclosures and assisting with the necessary documentation to avoid legal issues.
- Offer guidance on how to prepare the home for sale: Many listing agents provide advice on staging, decluttering, upgrades, and minor repairs to help the home show well and attract more buyers.
- Promote the listing with professional marketing: Marketing is a major part of a listing agent’s service. This may include professional photography, custom video, social media promotion, and leveraging their network of agents to generate strong buyer interest.
- Coordinate showings and open houses: Agents typically manage showing schedules, communicate with buyers’ agents, and ensure the home is presented in the best possible light.
- Vet prospective buyers: Listing agents often assess the strength of incoming offers by reviewing financial documents — such as pre-approval letters or proof of funds — and may communicate directly with the buyer’s lender to confirm their qualifications.
- Negotiate offers and manage the transaction: A key part of their service is reviewing offers, negotiating on the seller’s behalf, and coordinating with the buyer’s agent, inspectors, and escrow to help the sale move to closing.
What does a seller’s agent cost?
Typically, the commission for a listing agent ranges from 2.5% to 3% of the home’s final sale price.
But this can vary based on the agent and your local market.
The commission is outlined in the listing agreement, which also defines the terms of the agent’s services.
You might be thinking…
That sounds like a lot — 2.5% to 3% for my agent, plus another commission for the buyer’s agent?
It’s a fair concern, but there are two key things to keep in mind:
First, agent commission rates are negotiable.
Some agents offer flexible rates or adjust their fees based on the complexity of the sale.
It’s a good idea to discuss commission up front so there are no surprises.
Second, what ultimately matters most is your net profit.
A strong listing agent is well worth the investment.
How?
Because their expertise in pricing, marketing, and negotiation can boost your sale price well beyond the cost of their commission.
Do you really need a listing agent?
It’s natural to wonder whether hiring a listing agent is truly necessary.
After all, going For Sale by Owner (FSBO) could save you thousands in commission.
But it’s important to weigh the potential risks and rewards before you decide.
One major factor to consider?
The value of your own time and effort.
Selling FSBO means handling everything yourself — from pricing and marketing to showings, negotiations, and paperwork.
You’ll also be responsible for disclosures and the closing process without professional guidance.
And here’s the reality…
Most FSBO sellers walk away with less money than those who work with an agent.
According to the National Association of Realtors, the average FSBO home sold for $380,000 in 2024, compared to $435,000 for homes sold with a listing agent.
That’s a 12.6% difference — more than double the average cost of commission.
Before weighing FSBO vs. selling with an agent, ask yourself:
- Are you comfortable negotiating with experienced buyer’s agents?
- Do you know how to price your home accurately to attract offers and avoid your home sitting on the market?
- Can you manage the marketing, showings, and buyer communication on your own?
- Are you confident handling legal disclosures and the required paperwork in your state?
For many sellers, the advantages of working with a professional far outweigh the potential savings.
The expertise, guidance, and time savings that come with hiring a good listing agent are among the top reasons to use a Realtor to sell your home.
How to find the right listing agent
Not all listing agents are the same.
You need someone who understands your goals, knows your local market, and can execute a winning strategy from start to finish.
But not every agent brings the same experience or level of service.
Some focus more on closing deals quickly than maximizing a seller’s proceeds.
When evaluating agents, look for someone who:
- Has experience selling homes like yours
- Comes highly rated by past clients
- Avoids dual agency situations that create conflicts of interest
- Doesn’t lock you into a long-term listing agreement.
These are the same qualities we use when matching sellers with top-performing agents in their area.
The key is to choose a listing agent who puts your interests first.
Want help making the right choice?
