Buying or selling a home is one of the biggest financial moves most people make. While many agents are trustworthy, some use tactics that could cost you thousands.
Awareness of marketing practices helps you navigate property transactions confidently and secure the best deal. Staying informed is your best defense.
Protect your finances with sound advice and smart planning — good guidance is key to handling complex transactions.
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1. Bait and switch property listings
Some unscrupulous agents advertise a beautiful property at a surprisingly low price, only for you to discover it’s “just been sold” when you inquire. The agent might claim the advertised property sold “just hours ago” or had a price increase.
This classic bait-and-switch tactic gets potential buyers through the door, allowing agents to show different, often less desirable properties.
Watch for listings that seem too good to be true or agents who immediately pivot to showing you completely different properties without adequate explanation.
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2. Double-ending deals
Double-ending occurs when an agent represents both buyer and seller and collects commission from both. Though legal in many areas, this can create a conflict of interest, as the agent can’t fully advocate for both sides.
Some agents avoid outside buyers to represent both parties, limiting seller exposure and leaving buyers without dedicated support.
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3. Pocket listings and off-market sales
Pocket listings keep properties off the MLS and public sites, offering them privately to select clients. This can hurt sellers by limiting exposure and reducing competition.
While some sellers prefer privacy, agents often benefit by representing both sides and earning double commission. Buyers, meanwhile, miss out on seeing the full market.
Be cautious if agents frequently show you homes before they’re listed or suggest limiting your listing’s visibility. Exploring all options is just as important when making financial decisions.
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4. Pushing unnecessary staging services
While staging can help homes sell faster and for more money, some agents push costly services from companies they’re financially tied to — sometimes without disclosing it.
These staging costs may be inflated, with agents taking a cut. Some even insist on staging for homes that would sell easily.
Always get multiple quotes and ask if your agent has financial ties to the recommended company. Comparison shopping matters for all home services, especially when protecting your investment.
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5. Hidden fees and marketing costs
An agent’s commission usually covers marketing costs, but some add extra fees for photos, brochures, or “admin” costs — often claiming they’re standard when they’re not.
These fees may be buried in fine print or mentioned right before closing, when you’re least likely to push back.
Before signing, request a full breakdown of all costs and get written confirmation of what’s included in the commission. This kind of cost awareness is key for all big financial decisions, including managing debt.
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6. Creating false urgency
Some agents use time pressure to rush clients — citing phantom buyers, fake offers, or exaggerated price trends to spark urgency.
Sellers may hear inflated claims about market cooling to justify quick price cuts. These tactics prey on emotion and lead to regretful decisions.
Verify claims independently, research market trends, and be wary of urgency without proof.
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7. Manipulating comparative market analyses
Comparative market analyses (CMAs) help assess home value, but some agents manipulate them for personal gain.
Sellers may see inflated comps to win listings, followed by price cuts. Buyers may be shown low comps to justify underbidding.
Always review the full list of comparables and their features and consider a professional appraisal for major purchases.
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8. Undisclosed referral arrangements
Many agents refer mortgage brokers, inspectors, and contractors — but some get undisclosed kickbacks.
These referrals may prioritize profit over quality, leading to higher costs and subpar service.
Always ask if your agent is compensated for referrals, compare quotes, and do your own research. The same goes for financial services — transparency matters.
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Your strongest defense: knowledge and awareness
The best protection against real estate tricks is to educate yourself about the process and work with professionals who prioritize transparency.
Interview multiple agents, check references, read reviews, and trust your instincts if something feels wrong. Consider working with agents who have earned respected industry designations that require additional ethics training.
Don’t hesitate to ask direct questions about compensation structures, referral arrangements, and potential conflicts of interest. Remember that in any real estate transaction, you have the right to understand every detail before proceeding.
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