Comparing agent fees when the included services are completely different

L

LeoSage

Homeowner
I have three proposals for selling a studio in Milan. The fee difference is meaningful, but the scopes are difficult to compare: one includes photography and negotiation, while another starts charging separately for almost everything once the listing is live.

What would you ask before choosing? I’m considering recent comparable results, availability, buyer qualification, offer handling, fall-through support and who manages the file after an agreement. I’d particularly value the detail that would make the cheapest proposal poor value—or the expensive one worthwhile.
 
First put every proposal onto the same all-in basis. Ask what the fee is calculated on, when it becomes payable, which items are extra and whether the figures include applicable taxes. Use one hypothetical sale price so each agent has to provide a comparable total rather than another list of percentages.
 
Who is the named day-to-day contact? The person presenting the proposal may not be the one answering enquiries, arranging viewings or chasing matters after an offer. Ask who covers absences, expected response times and exactly when responsibility passes to someone else.
 
For photography, “included” is too vague. Ask how many images are covered, whether editing, a floor plan or a later reshoot would cost more, and who decides the studio is ready to photograph. A long service list can still deliver a very basic package.
 
I’d give recent results more weight than photography, provided they are genuinely comparable Milan studios rather than broadly similar properties. Ask about pricing, time taken and whether the completed sale was close to the original expectation. Presentation helps, but it cannot compensate for weak pricing or follow-up.
 
Caution on fall-through rates: a percentage without a definition may tell you very little. Ask what they count as an agreed sale, why recent transactions failed, and what the agent actually does when financing, paperwork or buyer commitment becomes uncertain.
 
Buyer qualification would change my view. What questions are asked before a viewing and again before an offer is treated seriously? You want a sensible process, described in concrete terms, while recognising that the information an agent can request or share depends on Italian practice and privacy requirements.
 
Give all three the same scenario: two offers arrive, one higher but less certain, and the other lower with a clearer route forward. Ask how they would present the offers, compare conditions, communicate with both parties and record your instructions. The answers should expose whether “negotiation included” means anything.
 
Availability needs numbers, not “we are always responsive.” Ask who handles evening or weekend enquiries, how quickly new leads normally receive a reply, and how often you get an update when there has been no viewing or offer. Silence during a quiet week is still information.
 
Also ask about conflicts. Could the agent be acting for, being paid by or referring services to another party in the transaction? How would that be disclosed, and would your studio compete for attention with similar listings they already hold? The answer matters more than a glossy pitch.
 
Combining the earlier points, I’d weight the named contact and offer process above minor photography extras. A beautiful listing may create enquiries, but poor call handling can waste them. Ask to meet or speak with the person who will actually manage the studio before signing.
 
I don’t think the cheapest proposal is automatically false economy. If Naomi can coordinate some tasks and only needs listing access plus competent introductions, an itemised service may be economical. The important comparison is the realistic package she will use, not the fullest package available.
 
Get the boundaries into the agreement: included work, optional costs, exclusivity period, withdrawal terms, advertising spend and any amount payable if no sale completes. If wording about when commission is earned or due is unclear, have it explained for the Italian transaction rather than relying on the sales presentation.
 
I’d ask each agent to walk through an anonymised recent transaction from first enquiry to completion. Not just the successful highlights—who updated the seller, how offers were communicated and what happened after agreement. A specific process is harder to bluff than a promise of “full support.”
 
Send the same short list of questions by email after the meetings. Compare whether the replies are direct, complete and consistent with the proposal. Response speed alone is not decisive, but evasive answers before appointment are unlikely to become clearer once the listing is secured.
 
A simple table should settle much of this: expected total fee, photography deliverables, enquiry coverage, qualification process, offer procedure, named contact and post-agreement support. Then mark any answer that is verbal only. That separates genuinely different service from differently worded marketing.
 
One final question for each: “What part of this sale would still be my responsibility?” It often reveals the hidden workload faster than asking what is included. I’d choose only after the fee basis, extras, named contact and post-agreement role are answered in writing; everything else can be weighted according to how much help you actually want.
 
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