When you sell through a traditional real estate agent, you’re not just part of one sale — you’re part of three. Understanding each step reveals a lot about whose interests are really being served.

Sale #1: The Agent Selling Themselves
The first “sale” happens when the agent convinces you to list with them. Their focus here is on winning your business — often by telling you what you want to hear. At this point, their primary interest is their own: securing the listing.

Sale #2: The Agent Finding a Buyer
Next, the agent works to attract a buyer. This benefits both you and the agent — a sale moves them closer to their commission. However, their priority is usually speed and certainty, not necessarily the highest price.

Sale #3: The Agent Selling the Buyer’s Terms to You
Finally, the agent presents the buyer’s offer and encourages you to accept. This is referred to as “Vendor Conditioning” in the industry and often includes pressure to “meet the market”.  Remember that an agent only gets paid if they can complete the sale.  At this stage, their interests are often aligned more closely with the buyer’s — the quicker you say yes, the sooner they get paid.

In each of these “sales,” it’s worth asking: whose goals are being served — yours, or theirs?