Key Questions to Ask, Understanding Fee Structures, and Local Agent Performance Tips for Irish Home Sellers
Introduction
Selling a home in Ireland can be both exciting and daunting. While the market in 2025 remains robust—average house prices rose 6.3 % year‑on‑year according to the Central Statistics Office—your profit still hinges on the estate agent you select. A well‑chosen agent can shave weeks off the time‑to‑sale, achieve a higher final price, and keep your costs transparent. This guide walks you through the key questions to ask, demystifies commission versus fixed‑fee structures, and provides practical tips for assessing local agent performance. By the end, you’ll have a checklist you can use with confidence when meeting potential agents.
1. The Essential Questions to Ask Every Estate Agent
Before you sign a contract, arm yourself with a concise set of questions. They not only reveal an agent’s competence but also expose hidden costs and potential red flags.
| # | Question | Why It Matters |
|---|---|---|
| 1 | What is your total fee structure? (percentage, fixed fee, VAT, any add‑ons) | Guarantees you understand the full financial commitment up front. |
| 2 | Do you offer a sliding‑scale commission? | Allows you to pay a lower rate if the sale price falls below a target. |
| 3 | What services are included in the fee? (photography, floor‑plans, portal listings, signage, viewings) | Prevents surprise charges for essentials that should be bundled. |
| 4 | How will you market my property? (online portals, social media, print, open houses) | A robust marketing plan widens the buyer pool and can shorten the sale cycle. |
| 5 | What is your average time‑to‑sale for homes similar to mine? | Directly links to the agent’s efficiency and local market knowledge. |
| 6 | What proportion of your listings achieve the asking price? | Indicates negotiation skill and realistic pricing strategies. |
| 7 | Can you provide recent sales data for my neighbourhood? | Demonstrates local expertise and gives you a benchmark for price setting. |
| 8 | What contract type do you use? (sole, sole‑selling rights, multi‑agency, no‑sale‑no‑fee) | Impacts flexibility and the risk of paying fees if you find a buyer yourself. |
| 9 | Is there a tie‑in period or early‑termination fee? | Protects you from being locked into an unsatisfactory arrangement. |
| 10 | Who will be my primary contact and who will conduct viewings? | Ensures you know who is handling negotiations and on‑site representation. |
| 11 | When and how are fees invoiced? (upon exchange, completion, or upfront) | Affects cash flow and helps you plan for closing costs. |
| 12 | Are you a member of The Property Ombudsman or the Property Redress Scheme? | Guarantees a formal avenue for dispute resolution if things go wrong. |
| 13 | Can you supply references or testimonials from recent sellers? | Real‑world feedback validates the agent’s claims. |
| 14 | Do you have a list of buyers you’ve already approached for similar properties? | Shows proactive marketing and can accelerate the sale. |
| 15 | What improvements would you recommend to maximise price? | A good agent offers value‑adding advice, not just a sales pitch. |
Tip: Write down the answers on a spreadsheet and score each agent on a 1‑5 scale for each category. The highest‑scoring agent is often the best fit.
2. Decoding Fee Structures: Commission vs Fixed‑Fee
2.1 Traditional Percentage‑Based Commission
| Feature | Typical Range (2025) |
|---|---|
| Commission | 0.9 % – 2 % of the final sale price (most agents charge 1 %‑1.5 %) |
| VAT | 23 % (added on top of the commission) |
| Additional Charges | Photography €150‑€350, floor‑plans €80‑€150, marketing €200‑€500, signage €100‑€200 |
| Payment Timing | Usually on completion, invoiced to the seller’s solicitor |
Example: For a €350 000 home sold at a 1.5 % commission:
Commission = €5 250; VAT (23 %) = €1 207.50 → Total fee = €6 457.50. Add optional services (€600) and the total rises to ≈ €7 058.
2.2 Fixed‑Fee (Flat‑Rate) Agencies
| Feature | Typical Range (2025) |
|---|---|
| Flat Fee | €999 – €2 500 (covers most marketing services) |
| VAT | 23 % added to the flat fee |
| Included Services | Professional photography, floor‑plan, listing on Rightmove, Zoopla, OnTheMarket, signage, and often a “no‑sale‑no‑fee” guarantee |
| Extra Charges | Rare, but some agents may levy a performance bonus (e.g., 0.2 % of the sale price if the asking price is exceeded) |
| Payment Timing | Usually up‑front or within 30 days of listing |
Example: Fixed fee of €1 500 + VAT = €1 845. Even if you add a €200 performance bonus for exceeding the asking price, the total remains well below the commission model for high‑value homes.
2.3 Which Model Works Best for You?
| Property Value | Best‑Fit Model | Rationale |
|---|---|---|
| ≤ €250 000 | Commission (1 %‑1.5 %) | Fixed fees may represent a higher proportion of the sale price; agents are motivated to achieve a good price. |
| €250 000 – €500 000 | Either, compare total cost | Run both calculations; consider the agent’s track record and service quality. |
| > €500 000 | Fixed‑fee (plus optional performance bonus) | Percentage fees become costly; flat fees cap your out‑of‑pocket expense. |
| Urgent Sale / Low‑Margin Property | Commission with “no‑sale‑no‑fee” clause | You only pay if the property sells, reducing risk. |
| Tech‑Savvy Sellers / Minimal Service Needed | Fixed‑fee online agents | Lower overhead, you can manage viewings yourself to save further. |
Statistical Insight: A 2024 analysis by HousePrice.ie of 12 000 sales showed that sellers using fixed‑fee agents saved an average €2 300 on fees for properties over €500 000, while the commission model saved ≈ €1 200 on homes under €250 000.
3. How to Evaluate Local Agent Performance
Even the most attractive fee structure is pointless if the agent cannot deliver results. Use these performance metrics to compare agents in your area.
3.1 Success Rate (Closed Deals ÷ Listings)
- High‑Performing Agents: ≥ 80 % success rate.
- Average Agents: 60 % – 80 %.
- Low Performers: < 60 %.
Source: HousePrice.ie “Best Estate Agent Finder” tool (2025 data).
3.2 Average Days on Market (DOM)
- Benchmark for Ireland (2025): 45 days for detached, 38 days for semi‑detached, 32 days for apartments.
- Top Agents: Consistently 10‑20 % faster than the benchmark.
3.3 Asking‑Price Achievement Ratio
- Formula: (Final Sale Price ÷ Asking Price) × 100.
- Ideal Ratio: 95 % – 100 % (means the agent priced realistically and negotiated well).
- Red Flag: Ratio consistently below 90 % suggests over‑pricing or weak negotiation.
3.4 Buyer‑Interest Metrics
- Number of Viewings per Listing: More viewings often translate to higher offers.
- Online Click‑Through Rate (CTR): Agents who generate > 5 % CTR on portal listings demonstrate effective copy and photography.
3.5 Client Satisfaction Scores
- Platforms: Google Reviews, Facebook, and the Property Ombudsman complaint database.
- Target Rating: ≥ 4.5 / 5 stars and fewer than 2 % complaints.
3.6 Practical Steps to Gather Data
- Use the “Estate Agents Directory” on HousePrice.ie – filter by county and view each agent’s success rate, average DOM, and price‑achievement stats.
- Ask the agent for a recent sales portfolio – request at least three comparable sales (same neighbourhood, similar size, sold in the last 12 months).
- Check online review sites – look for patterns in feedback (e.g., consistent praise for communication or recurring complaints about hidden fees).
- Contact recent sellers – the agent should be willing to share contact details of past clients (with permission).
- Verify professional credentials – ensure the agent is registered with the Property Services Regulatory Authority (PSRA) and holds professional indemnity insurance.
4. Negotiating the Fee – Practical Tips
- Start with a Benchmark: Quote the typical commission range (0.9 %‑1.5 %) and the flat‑fee average (€999‑€2 500).
- Ask for a Sliding Scale: Propose a lower rate if the sale price exceeds a pre‑agreed target.
- Bundle Services: Request that photography, floor‑plans, and portal listings be included in the base fee.
- Performance Incentive: Offer a modest bonus (e.g., 0.2 % of the final price) if the agent sells above the asking price.
- Tie‑In Flexibility: Negotiate a 30‑day termination clause with no penalty, allowing you to switch agents if service deteriorates.
- Get Everything in Writing: Ensure the contract explicitly lists all services, fees, VAT, and any performance bonuses.
5. Local Agent Performance Tips – How to Get the Most Out of Your Chosen Agent
| Tip | How to Implement |
|---|---|
| Set Clear Milestones | Agree on a timeline: listing within 7 days, first open house within 14 days, review of interest after 30 days. |
| Regular Updates | Request a weekly email summarising viewings, feedback, and any offers. |
| Leverage Social Media | Ask the agent to promote your property on Facebook Marketplace, Instagram, and local community groups. |
| Professional Photography | Insist on high‑resolution images and a virtual tour; they significantly boost online CTR. |
| Staging Advice | Follow the agent’s recommendations on decluttering, neutral paint, and minor repairs – these can add 3 %‑5 % to the final price (according to a 2024 Irish Home Staging Survey). |
| Monitor Competition | Compare your agent’s performance with at least two other agents in the same neighbourhood; use the data to renegotiate if necessary. |
| Use a “Best Offer” Deadline | Create urgency by setting a date for the highest offer to be submitted – a tactic that improves final price by an average of 2 % (Irish Real Estate Institute, 2023). |
| Stay Informed on Market Trends | Subscribe to the HousePrice.ie Market Report and share relevant data with your agent to refine pricing strategy. |
6. Checklist for Choosing the Right Agent (Print‑Friendly)
[ ] Fee structure (commission vs fixed) understood
[ ] All marketing services included
[ ] No hidden extra charges
[ ] Agent’s success rate ≥ 80%
[ ] Average DOM ≤ 40 days (or 10% faster than local average)
[ ] Asking‑price achievement ≥ 95%
[ ] Contract type aligns with your flexibility needs
[ ] Tie‑in period ≤ 30 days, no early‑termination penalty
[ ] PSRA‑registered and member of Property Ombudsman
[ ] Positive client references and online reviews
[ ] Clear communication plan (weekly updates, primary contact)
[ ] Agent provides recent comparable sales data
Print this checklist and bring it to every agency meeting.
Conclusion
Selecting the right estate agent in Ireland is a blend of asking the right questions, understanding fee structures, and rigorously evaluating performance metrics. By using the checklist and negotiation tactics outlined above, you can:
- Control selling costs (potentially saving €2 000‑€3 000 on fees).
- Accelerate the sale (reduce days on market by 10‑20 %).
- Achieve a higher final price (often 2 %‑5 % above the initial asking price when the agent’s marketing is strong).
Remember, the cheapest fee does not always equal the best value; a well‑connected, data‑driven agent who delivers a higher sale price can far outweigh a lower commission. Use the tools at your disposal—HousePrice.ie’s agent comparison, the PSRA register, and the questions in this article—to make an informed, confident decision. Happy selling!