Buying a property is one of the most important financial and emotional decisions most people will ever make. It’s exciting, yes — but it’s also complex. Between navigating inspections, interpreting reports, managing emotions, and making huge financial commitments, the process can be overwhelming even for seasoned buyers.
In the midst of this, one question often causes confusion: What’s the difference between a sales agent and a buyer’s agent — and who is really working for you?
It’s easy to assume that the friendly, interested, helpful sales agent showing you through a property is on your side. After all, they answer your questions, highlight the home’s best features, and may even seem to offer guidance through the purchase process. But make no mistake: the sales agent’s role is to represent the seller — not you.
Their job is to secure the highest possible price for their client, the vendor.
A buyer’s agent, on the other hand, is engaged by you, the purchaser. Their role is to represent your best interests — helping you find the right property, conduct due diligence, and negotiate the lowest fair price possible.
Let’s unpack the differences in detail — because understanding them could save you from costly mistakes, disappointment, or overpaying in today’s fast-paced market.
🎯 The Core Difference: Who They Work For
At its simplest, the distinction comes down to loyalty and fiduciary duty.
Sales Agents work exclusively for the vendor. Their legal and ethical duty is to achieve the best possible outcome for the person selling the property. They have a fiduciary duty to act in the vendor’s best interests.
Buyer’s Agents work exclusively for the purchaser. Their duty is to secure the best possible outcome for you — finding the right property, for the right price, under the right terms. They have a fiduciary duty to act in the buyer’s best interests.
It’s that simple — and that significant.
While a sales agent may appear helpful and approachable, everything they do is filtered through the goal of selling that property, often at the highest achievable price. That’s not dishonesty; it’s simply their job. But it does mean that their advice isn’t impartial.
A buyer’s agent, in contrast, is your advocate in the process. They have no allegiance to the seller. Their only goal is to protect your interests and help you make an informed, strategic, and confident decision.
🏡 How Sales Agents “Seem” to Help — and Where the Traps Lie
Sales agents are trained communicators. They’re friendly, persuasive, and experienced at helping buyers feel comfortable with a purchase. But that doesn’t mean their guidance is unbiased. Let’s look at a few common scenarios where purchasers can be caught off guard.
1. Highlighting the Positives — and Minimising the Negatives
A selling agent’s “pitch” is designed to make you fall in love with the property. They’ll highlight its best features: the natural light, the potential, the “great bones”. They’ll talk about how rare it is for a property like this to come to market, or how many other buyers have shown interest.
What they may not mention — unless you specifically ask — are the less desirable aspects: the noise from the main road, the upcoming apartment development next door, or the signs of water damage under the house. Ask - and these issues may be down-played.
That’s not deception — it’s marketing. But it means you’re not getting the full picture.
A buyer’s agent, however, is trained to spot what’s not being said. They’ll examine the property critically, review its history, and flag red flags so you don’t get swept up in the emotional momentum of “falling in love” with a home that may not be the right choice long-term.
2. They’re Paid to Achieve the Highest Price
This is perhaps the most crucial point.
Sales agents are paid a commission — typically a percentage of the sale price. Their financial incentive is to sell the property for as much as possible. That means they are not negotiating for you; they’re negotiating against you.
Every tactic, every “nudge” to increase your offer, every comment about “other buyers showing strong interest” is designed to create competitive tension and push the price up.
A buyer’s agent flips that dynamic.
They are paid by you, with no incentive to inflate the price. Their role is to assess a property’s fair market value through comparable data, local insights, and objective analysis — then negotiate hard to secure it for the lowest fair price possible.
They know the same sales tactics selling agents use — because they’ve seen them all before — and they know how to counter them effectively.
A buyer’s agent such as Melissa Maimann works with a fixed fee, rather than commission, so there is no incentive for you to pay more for your property.
3. They Can’t Interpret Reports for You
Sales agents often provide building, pest, or strata reports to prospective buyers. But here’s what many don’t realise: a sales agent cannot interpret these reports for you — especially if the findings are negative. Also - it’s a little known fact that a building and pest / strata report commissioned by the vendor may not actually serve the buyer’s interests.
If you ask, “Is that crack a problem?” or “How serious is that drainage issue?”, the agent’s response will likely be vague: “The report mentions it, but most houses of this age have a few minor cracks.”
They’re not qualified — or permitted — to provide independent interpretation. And because their goal is to keep you interested in the property, their answers may unintentionally downplay potential issues.
A buyer’s agent ensures those details are properly understood. They’ll:
Review building, pest, or strata reports on your behalf.
Explain what the findings actually mean.
Advise whether it’s a deal-breaker, a negotiating tool, or simply something to monitor.
Advise when additional reports ought to be sought - so that you can make a well-informed decision about your purchase.
That context can save you tens of thousands of dollars — or prevent you from buying into an expensive problem.
4. They Can’t Help You Work Out if It’s the Right Home for You
Another key difference lies in personalisation.
A selling agent’s role begins and ends with one property. They are there to sell that property — not to help you assess whether it’s the best fit for your lifestyle, your family, or your investment goals.
They won’t say, “Actually, there’s a better option in the next suburb over for $100,000 less,” even if it’s true — because that property isn’t theirs to sell.
A buyer’s agent, on the other hand, starts with you — your needs, your goals, your brief.
We take the time to understand your:
Budget and financial position.
Preferred suburbs, lifestyle, and commute needs.
Desired school zones, local amenities, and community feel.
Long-term property goals (whether that’s growth, family life, or investment return).
Only once we understand your brief do we begin the search — analysing listings both on and off-market, shortlisting the right ones, and conducting due diligence on your behalf.
The result? You’re not choosing from a handful of listings a sales agent happens to have. You’re choosing from the entire market, filtered and assessed according to your needs.
🧭 The Buyer’s Agent Advantage: What It Feels Like to Have Someone on Your Side
Working with a buyer’s agent is like switching the lens through which you view property.
Instead of feeling reactive, emotional, or pressured by selling agents, you’re guided by someone who is strategic, data-driven, and calm.
Here’s what that looks like in practice:
1. A Comprehensive Brief
Your buyer’s agent takes a full brief of your goals, priorities, and non-negotiables. They translate that into a strategic search plan that’s realistic, tailored, and focused.
2. Objective Analysis
Each property is assessed against comparable sales data, local insights, and long-term potential — not just first impressions. You get a full property report, including pros, cons, and realistic market value.
3. Skilled Negotiation
Because buyer’s agents understand how sales agents think, they know how to position offers, time negotiations, and leverage conditions to your advantage. They handle all communication with the selling agent, so you never feel pressured or manipulated.
4. Due Diligence
Your buyer’s agent coordinates and interprets inspections, strata reports, and contract reviews. They ensure you understand what you’re buying — not just how it looks on open-home day.
5. Calm, Informed Decisions
Instead of rushing to outbid others or falling for sales tactics, you move through the process with clarity and confidence — knowing every step is backed by data and professional advice.
📊 Why This Matters in Today’s Market
Sydney’s property market is one of the most competitive in the world. With limited stock, record-low listings, and high buyer demand, the pressure to “act fast” can lead to rushed decisions — and expensive mistakes.
Sales agents thrive in this environment. Their aim is to harness urgency, emotion, and competition to secure top prices for their vendors.
A buyer’s agent helps you rise above that noise. They slow the process down enough for you to make a smart decision — without missing opportunities.
They’re your steady hand in a market that rewards calm strategy over impulse.
🏆 The Bottom Line
Sales agents play an important role — but they’re not your advocate. Their loyalty lies with the vendor, and their success is measured by how high they can drive the sale price.
A buyer’s agent turns that model on its head. They exist to protect you — from overpaying, from hidden risks, and from the emotional traps of a competitive market.
They bring data, insight, and strategy to what can otherwise be a high-stress, high-stakes process — helping you buy with confidence, clarity, and peace of mind.
In short: a sales agent sells properties.
A buyer’s agent helps you buy the right one — the smart way, the calm way, and the right way for you. So contact us, today, and start your property search.