vENDORS ADVOCACY

Vendor’s Advocacy

What is a Vendor’s Advocate?

A Vendor’s Advocate is a licensed property professional who represents the seller (the vendor) during the sale of a property.

Their role is to act solely in the seller’s best interests, helping them navigate the selling process and manage the selling agent, rather than dealing directly with buyers.

Buyer’s Agent works for the Buyer
Vendor’s Advocate works for the Seller

A vendor’s advocate is not the selling agent. Typically a vendors advocate is engaged by people who live interstate or overseas, or are time-poor and need the sale of their property properly managed during the selling process.

What Does a Vendor’s Advocate Do?

A Vendor’s Advocate typically helps sellers by:

Assessing the property and advising on realistic pricing
Recommending and appointing the best local selling agent
Guiding the seller on presentation, styling and pre-sale improvements
Overseeing the marketing campaign
Monitoring buyer interest and agent feedback
Advising on offers, negotiations and auction strategy
Acting as a buffer between the seller and the selling agent
Helping sellers avoid over-promising, under-quoting or poor agent performance

They are often used by time-poor sellers, interstate owners, executors, or people who feel uncomfortable negotiating directly with agents.

How Much is it to Engage a Vendor’s Advocate?

We have two options at House Hunters:

Selling Agent selection and fee negotiation is FREE
All inclusive services as listed above is typically either a fixed fee, or a percentage of the selling agent’s commission.

Importantly, a good vendor’s advocate should be independent and transparent about how they are paid. At House Hunters AU we pride ourselves on full transparency and independence at all times, ensuring we focus 100% on the needs of our Clients.

How is a Vendor’s Advocate Different from a Selling Agent?

Vendor’s Advocate?

Manages and advises the seller

Acts as an independent advisor

Oversees agent performance

Focused on strategy and outcomes

Selling Agent

Markets and sells the property

Works for a commission tied to the sale

Deals directly with buyers

Focused on transacting

Frequently Asked Questions

What is a concise definition of a Vendor’s Advocate?

A Vendor’s Advocate is a licensed property professional who represents the seller, managing the selling agent and guiding pricing, marketing and negotiations to achieve the best possible sale outcome.

Is a vendor’s advocate the same as a buyer’s agent?

No. A vendor’s advocate represents the seller, while a buyer’s agent represents the buyer. Their objectives are opposite — one is focused on maximising the sale price, the other on securing the property at the best possible terms and value for the buyer.

Does a vendor’s advocate negotiate with buyers?

Not directly. A vendor’s advocate typically advises the seller on negotiation strategy and pricing, while the selling agent conducts the day-to-day negotiations with buyers. However, the strategy is still designed to benefit the seller.

Why do sellers use a vendor’s advocate?

Sellers often engage a vendor’s advocate because they are:
Time-poor or inexperienced
Unsure which selling agent to trust
Emotionally attached to the property
Looking for professional guidance on pricing and negotiation
A vendor’s advocate acts as a strategic advisor and buffer between the seller and the agent.

Does a vendor’s advocate influence the sale price?

Yes. Vendor’s advocates play a key role in setting price expectations, shaping negotiation strategies, and advising on when to accept or reject offers — all with the goal of maximising the seller’s outcome.