Listing Agent vs. Selling Agent: What’s the Difference? (And Which One Do You Need?)

by Bright Ugochukwu
Apr 6, 2025

Buying or selling a home is a big deal, but the real estate jargon? That makes things more confusing.

One of the biggest mix-ups? Listing agent vs. selling agent.

Who does what? Which one do you need? And are they really different?

This article breaks it all down in simple, clear terms.

By the end, you’ll know precisely what a listing agent does, what a selling agent does, and how to pick the right one for your real estate journey.

Want to buy or sell a property? Understanding these roles can help you work with the right agent for a smooth transaction. Let’s get right into it!

Takeaways

Listing agents represent sellers, helping them price, market, and negotiate the best deal for their property.
Selling agents (also called buyer’s agents) represent buyers, guiding them through property searches, financing, and closing.
The biggest difference is who they work for—listing agents serve sellers, while selling agents assist buyers.
Both agents earn commissions, usually paid by the seller and split between the two agents.
Choosing the right agent depends on your needs: sellers need a skilled negotiator and marketer, while buyers need a knowledgeable guide.

Understanding Listing Agent vs. Selling Agent

What is a Listing Agent?

A listing agent represents homeowners who want to sell their property. They market the home, find buyers, and negotiate offers on behalf of the seller. Think of them as the seller’s right-hand person.

What is a Selling Agent?

A selling agent is the same as a buyer’s agent. They work with buyers, helping them find homes, make offers, and handle the closing process. While they are called “selling agents,” they actually assist buyers in purchasing a home.

Most people get confused by this distinction: a selling agent doesn’t list properties; they help buyers purchase them.

Roles and Responsibilities of Listing and Selling Agents

Responsibilities of a Listing Agent

A listing agent handles everything needed to sell a property, including:

1. Advises on How to Prepare a Home for Showings: This professional helps homeowners stage their property. Also, recommends repairs or improvements to increase value.

2. List the Property on the Multiple Listing Service (MLS): The MLS is a database that helps agents find properties for their clients. Only licensed real estate professionals can list homes there.

In Nigeria, we don’t use the MLS system. Instead, listing agents post properties on popular real estate websites like PropertyPro, Oparah Realty, or PrivateProperty.

They also share listings on social media (Instagram, Facebook) and WhatsApp groups to reach buyers quickly. The agent’s job is still the same—to get your property seen by as many people as possible.

3. Helps with the Legalities of the Listing: They prepare contracts and disclosures to ensure legal compliance. And, guide the seller through contracts and paperwork.

4. Shows the Property and Plans Open Houses: The Listing agent organizes property tours and open houses to attract potential buyers.

5. Screens Potential Buyers: They ensure interested buyers are serious and financially qualified.

6. Helps Complete the Necessary Paperwork: They help manage contracts, agreements, and transaction documents.

7. Negotiates Contract Terms: Part of a seller agent’s job is to secure the best price and terms for the seller.

Pro Tip: A well-staged home can sell 3x faster! Ask your listing agent about professional staging to boost your property’s appeal.

Responsibilities of a Selling Agent

A selling agent helps buyers through the purchasing process:

1. Helps Buyers Find Credible Lenders: This professional connects buyers with mortgage lenders for financing.

In Nigeria, buying a house with a mortgage is possible but not very common. Some banks like GTBank, Zenith Bank, and Union Bank offer home loans, but the rules can be strict.

Instead, many buyers save up or use installment plans directly from the seller. A good selling agent will explain all your options—whether it’s bank financing, developer payment plans, or other ways to afford your dream home.

2. Helps Buyers Find Potential Properties: They search for homes that match (or comes really close to) the buyer’s criteria.

3. Helps the Buyer During the Closing Process: A Buyer’s agent supports buyers through inspections, offers, and final paperwork.

Pro Tip: Buyers should have the purchase price or get pre-approved for a mortgage before house-hunting. This makes the process smoother and shows sellers you’re serious.

Key Differences Between Listing Agents and Selling Agents

Criteria	Listing Agent (Seller's Agent)	Selling Agent (Buyer's Agent)
Represents	Homeowner/Seller	Buyer
Primary Goal	Sell the property at the best price	Help buyer find the best property
Key Responsibilities	Lists property, markets home, negotiates on behalf of seller	Finds homes for buyer, negotiates on behalf of buyer
Who Pays Them?	Seller (via commission)	Seller (commission is split)
MLS Access	Lists homes on MLS	Searches MLS for buyer
Legal Paperwork	Manages home listing paperwork	Manages buyer’s offer paperwork

This table provides a quick, scannable comparison for anyone deciding between Listing Agent vs. Selling Agent.

1. Work Duties

Listing agents help homeowners prepare and sell their property. They also set the right price, market the home (photos, ads, open houses), and negotiate with buyers. Their goal is to get the best price and fastest sale for the seller.

Selling agents help buyers find and buy the perfect home. They also search for properties, arrange viewings, and advise on offers. They aim to get the best deal and smoothest process for the buyer.

2. Commission and Compensation

The seller typically pays both agents’ commissions (usually 5-6% of the sale price, split between them).

Listing agents get a cut for selling the property. And, Selling agents earn their share for bringing a buyer.

3. Job Outlook and Salary Expectations

Both careers are profitable, but earnings depend on market conditions.

According to the National Association of Realtors (NAR), the median gross income of real estate agents in 2024 was around $55,800 per year.

In Nigeria, an agent can earn around ₦600,000 monthly, depending on the number of properties the agent sells, the type of properties, and the location.

4. Work Schedules

Listing agents spend time marketing properties and meeting sellers, while selling agents search for homes for buyers.

Listing agents work on the client’s schedule (but weekends are the busiest for showings). On the other hand, selling agents run around more (driving buyers to different houses).

Pro Tip: Think of the listing agent as the “marketing expert” and the selling agent as the “homebuyer’s guide.” Both work together, but they serve different goals.

Do You Need a Listing or Selling Agent?

Dual Agency Explained

Dual agency occurs when one real estate agent (or brokerage) represents both the buyer and the seller in the same real estate transaction.

Instead of two separate agents advocating for each party, one agent plays a neutral role—facilitating the deal without favouring one side over the other.

While convenient, it can create conflicts of interest, as one agent is trying to serve both sides.

How does it work?

The agent cannot negotiate strongly for either party.
They must maintain fairness and transparency.
Both the buyer and seller must give written consent to proceed.

Pros of Dual Agency

Faster communication.
Lower commission in some cases.

Cons of Dual Agency

Potential conflict of interest.
Limited representation for both parties.
It’s not legal in every state or country (always check your local laws).

When to Hire a Listing Agent

If you’re selling your home and need expert guidance.
If you want help with pricing, marketing, and negotiations.

When to Hire a Selling Agent

If you’re buying a home and need someone to find properties.
If you want assistance with offers, inspections, and financing.

Pro Tip: If you’re selling and buying at the same time, consider working with a full-service agent or a team that handles both sides of the transaction.

Skills for a Successful Career as a Real Estate Agent

Being a great real estate agent requires more than knowing how to sell houses. It requires a mix of hard work, smart skills, and people smarts.

Whether you want to be a listing agent, selling agent, or both, these skills will help you stand out and succeed:

1. Time Management

Real estate can get busy fast. You might show a home in the morning and close a deal in the afternoon. Learning how to plan your day and stick to a schedule is important.

2. Networking

Real estate is all about who you know.

Building relationships with other agents, clients, and professionals in the industry (like lawyers, surveyors, and developers) can bring you more deals and referrals.

3. Marketing

A good agent knows how to market properties in a way that gets attention.

This could mean using social media, taking great photos, or writing strong property descriptions that sell.

4. Communication

Clear, honest, and friendly communication helps you gain trust.

Good communication keeps everyone on the same page, whether you’re explaining a contract or calming a nervous buyer.

5. Patience

Real estate transactions can take weeks or months before closing. Not every deal will close fast.

Some clients take time to decide.

Some deals fall through. Having patience helps you stay focused and positive even when things don’t go as planned.

6. Money Management

Real estate income isn’t always steady. You might earn a big commission one month and nothing the next.

Savvy agents know how to budget, save, and invest in their business for long-term success.

Pro Tip: Top real estate agents don’t just sell homes—they build relationships. Strong networking and communication skills can set you apart in this competitive field.

How to Find the Right Real Estate Agent for Your Needs

Factors to Consider When Choosing an Agent

Experience: How long have they been in the business?
Market Knowledge: Do they understand your local market?
Track Record: Do they have positive reviews or past success?
Availability: Are they responsive and dedicated?

Next Steps: Find a Local Agent

Ask friends or family for referrals.
Search online for top-rated agents in your area.
Interview multiple agents before making a decision.

Recap: Listing Agents vs. Selling Agents

To summarize, a listing agent works with sellers to market and sell properties, while a selling agent (also called a buyer’s agent) helps buyers find and purchase homes.

Both agents play a crucial role in real estate transactions.

If you’re buying or selling in Lagos, Nigeria, and need expert guidance, reach out today to find the right agent for your needs.