What Does a Vendor Advocate Do And Is It Worth It?

Selling a property is a big decision emotionally, financially, and logistically. A vendor advocate (sometimes called a seller's advocate) is someone who works for you, the seller, to help make that process smoother, more transparent, and better aligned to your interests.

What a Vendor Advocate Actually Does

A vendor advocate doesn't replace your real estate agent. A vendor advocate is someone who adds to your team. Their role is to act as your representative, overseeing the sale process so you get a strong outcome without unnecessary stress. Here's how they add value:

Agent Selection and Strategy

• They shortlist and vet real estate agents for you, reviewing track records, marketing plans, commission proposals, and fit

• They negotiate the agent's commission and marketing expenses so you don't overpay

• They help determine the optimal sales strategy (auction, private treaty, or very rarely, off-market) based on your property and market conditions

Property Readiness and Presentation

• They suggest cosmetic improvements, staging or styling, decluttering, and minor repairs that can elevate buyer appeal

• Some can even refer you to partners to help (painting, lighting upgrades, landscaping) to ensure your property shows well

• They review the marketing materials and campaign (photography, copy, advertising) to make sure they serve your best interests

Oversight and Communication

• They act as your liaison with the agent, keeping you informed, filtering information and ensuring transparency

• They monitor the campaign performance through inquiries, open homes, feedback and assist with adjustments to the marketing or price if needed

• They help you interpret offers, negotiate terms, and protect you from accepting a weakening or poor deal

Legal and Contractual Guidance (to a degree)

• Good vendor advocates can refer you to outstanding solicitors or conveyancers they trust and know will add value to the client

• They assist in communication with the solicitor where required (but definitely do not replace any of their role)

• They help you understand conditions, settlement dates, contingencies, and avoid pitfalls

A vendor advocate is a guide, strategist, negotiator, and buffer. Yours should be one whose job is to keep the sales process aligned with your best outcome.

And to be honest… probably the biggest key role of a vendor advocate is to provide emotional stability and support to individuals and couples. It's fair to say we've seen plenty of couples wanting to sell who weren't aligned in their goals. 

How a Vendor Advocate Differs from a Real Estate Agent

Because there's overlap in property sales, it's easy to confuse roles. But the differences are crucial.

Feature	Real Estate Agent	Vendor Advocate
Primary responsibility	To market and sell the property	To protect and advise the seller
Who they represent	The agency / seller (often dual interests)	You alone, with no competing client incentives
Agent selection	Agents pitch to you	Advocate vets and advises which agent to pick
Commission and fees	Sets own commission and marketing fees	Helps negotiates those on your behalf
Campaign oversight	Handles marketing, buyer engagement	Monitors the whole campaign, ensuring accountability
Negotiation	Takes offers, counters, etc.	Advises and negotiates for best value for you
Payment structure	Paid by seller (commission)	Usually paid via a share of agent's commission or via a fee-for-service

Think of it this way… the agent is the driver getting you to the destination, while the vendor advocate is your navigator and co-pilot, making sure the route is smart, safe, and efficient.

Is It Worth Engaging a Vendor Advocate?

I want to be honest about when this service adds value and when it might not. Not all vendor advocates are created equal and there are certainly things to avoid.

Why You Might Love Having One

• Better outcomes

  • Because you get a second set of expert eyes on pricing, strategy and agent choice, you're less likely to leave money on the table

• Reduced stress

  • You won't be chasing agents, worrying about decisions, or juggling all the details

• Time savings

  • Especially if you're busy or remote, they manage much of the legwork

• Impartial advice

  • They can push back on over-optimistic agents or marketing fluff

• No extra cost (usually)

  • In many cases (certainly the case with Your Empire), their fee is drawn from the agent's commission share, so you don't pay more out of pocket

  • It's important to check however what agreement the vendor advocate has with the agent, as some draw higher commissions from steering you into preferred partners

  • Good vendor advocates have a flat commission agreement with selling agents, so it's in their best interest to find you an agent who will achieve the best result for you, not just them

Why You Might Not Want One

Most importantly, vendor advocates can be a powerful ally, but they're not a silver bullet. Almost anyone can become one and you might not know their experience. Ensure they have a proven track record and ask to speak with some of their former clients. If they are as good as they should be, they should jump at sharing details of former clients for you to talk to. 

If there is any uneasiness, move on to another vendor advocate who is highly recommended with a quality track record they are proud to share.

When It Makes Sense

Ideal scenarios to engage a vendor advocate:

• You're selling in a market or suburb unfamiliar to you

• You've never sold a property before (or it has been longer than 12 months)

• The property has quirks or complexity (e.g. part commercial, mixed use, heritage, tricky access)

• You're time-poor, living overseas, or want to avoid micro-managing

• You want extra protection in emotionally charged situations (divorce, inheritance, separation)

Sure, a vendor advocate is good for any property sale, though you really supercharge the value when you are talking about more complexity, risk or high stakes. 

What to Ask Before You Hire a Vendor Advocate

Don't engage blindly. Here are the questions you need answers to before signing up:

1. Are you fully licensed and what is your regulatory status?

2. How long have you been in vendor advocacy or real estate?

3. Can you share case studies or references of past clients (ideally in your suburb)?

4. How do you get paid? Commission share, flat fee, or hybrid?

5. Are there any ties or conflicts with particular real estate agents?

6. What exactly is included in your service (agent vetting, referral partners, marketing oversight, negotiation)?

7. How do you maintain independence? What prevents bias in your recommendations?

8. What happens if the property doesn't sell? How do you handle that risk?

9. Who communicates with the agent, and what level of involvement do I retain?

10. Can you map your typical workflow, timeline, and decision points?

If they can't confidently answer those, you're better off running as fast as you can.

Would I Use a Vendor Advocate?

Even when I sold one of my own properties, I had the assistance of my team. They freed up my time, helped negotiations and kept the agents firmly on task.

It costs absolutely no more than the agent commission I was going to pay anyway. So why wouldn't I? I'd say exactly the same thing to my family and friends.

In fact, I'd go a step further. I think you'd be absolutely nuts not to use a good vendor advocate when selling any property. You get an expert helping as little or as much as you want and you pay zero extra.

I've seen cases where clients have received an extra $700k when they sold, just because they used a buyer's agent.

A vendor advocate is like a strategic protective shield when selling property. Their job is to make sure you don't get steamrolled by agents, marketing fluff, or buyer negotiations. If chosen wisely, they can increase your confidence, improve your price, and reduce stress.

But like any professional adviser, they don't all have the same skill and experience. Do your homework. Ask the tough questions. Only go with someone you trust to keep your interests front and centre.