Choosing an estate agent: the criteria that actually matter

The question comes up at almost every first meeting: "How do you choose an estate agent?" The owner has sometimes received three unsolicited calls in the same week, leafed through glossy brochures, and compared valuations that diverge by a hundred thousand francs. They are curious, sometimes wary, and rightly so. Choosing an agent means entrusting someone else with the most significant financial transaction of your life. The criteria that actually matter are not the ones that advertising tends to highlight.

This text does not offer a list of generic qualities. It describes what you can observe, measure and verify before signing anything.

The mandate question

Before discussing experience or networks, ask a simple question: on what type of mandate does this agent work? An exclusive mandate ties you to a single contact for a defined period. A non-exclusive mandate allows you to work with several agencies in parallel, or to sell privately. There is no universally wrong answer, but there is a right answer for your situation.

What matters more: the termination conditions. A mandate you cannot exit easily, even when the relationship is not working, can expose you to months of inertia. A serious agent accepts that the mandate can be ended without excessive penalties. At Affinités Immobilier, the mandate is terminable at any time — this is a point of principle, not a sales argument.

Valuation: first test

The valuation you receive at a first meeting is the first indicator of an agent's rigour. Two opposite behaviours should give you pause.

The first: an inflated valuation, presented with enthusiasm and little supporting argument. Professionals call this the "aspirational estimate" — attracting the mandate with a flattering figure, then returning to reality a few weeks later under pressure from the market. A property that lingers on the market too long loses ground in buyers' minds, even if the price is subsequently reduced.

The second: a low valuation, offered without comparable sales, to create the impression of a guaranteed quick sale.

What you can ask for: real, recent sales in your area, compared transparently with your property. A rigorous valuation distinguishes the ECA insurance value — the cantonal fire insurance value, mandatory in the canton of Vaud — from the fiscal estimate and the market value, meaning what the market is prepared to pay today. These three figures have no reason to be identical, and a good agent explains why. La Juste Mesure is Alexandre's response to this requirement: a detailed valuation, with comparable sales presented line by line and a reasoned price range.

Experience and territory

General experience matters less than local experience. An agent who has sold two hundred flats in Geneva does not necessarily know the subtleties of the market in Lutry, Pully or Chardonne. French-speaking Switzerland is not a uniform market. Prices per square metre, demand pressure and buyer profiles vary from one commune to the next, sometimes from one neighbourhood to the next.

A few useful questions to ask:

• How many properties have you sold in this commune or area over the past two years?
• What types of property — detached houses, PPE (condominium ownership), investment buildings — have you handled recently?
• Who are the active buyers in this segment right now, and how do you approach them?

An agent who is well established in their territory answers these questions without hesitation, with concrete examples presented as representative cases, while never betraying the confidentiality of former clients.

Fees, plainly stated

An agent's fee structure is not a minor detail. It can influence, sometimes unconsciously, how they conduct negotiations.

The most common model in French-speaking Switzerland is a commission based on a percentage of the sale price. The agent therefore earns more if the price rises — which appears to align with your interests — but they are also tempted to close quickly rather than wait for the best buyer. A fast sale at a slightly lower price costs them little in commission but may cost you several tens of thousands of francs.

A fixed fee, independent of the final price, changes this logic: the agent has no financial incentive to push the price up or down. Their interest lies in selling well, for the sake of their reputation, not their bonus. This is the model at Affinités Immobilier. The fees are set out on their own page.

What the law states clearly: brokerage is a contract governed by the Swiss Code of Obligations (CO). The fee is due when the agent's activity has effectively resulted in the sale. If you have any doubt about the wording of a brokerage clause, a notary can advise you before you sign.

What you should see

Beyond what is said, certain things are observable from the first meeting or during your preliminary research:

One point that is often overlooked: ask how they qualify buyers. An unfinanceable visitor touring your home wastes your time and creates false expectations. A rigorous agent verifies financing capacity before arranging a viewing. The Buyer Passport is the concrete response to this requirement: verified financing, documented and dated, before any visit takes place.

For more on the steps that follow choosing an agent, the chronicle Selling your home in French-speaking Switzerland: the steps from first opinion to the notarised deed sets out the full journey from valuation to signing the notarised deed (authentic deed).

A good agent asks more questions than they make promises.

The right choice depends on your property, your timeline, and the confidence you feel after that first exchange. The criteria described here are verifiable: you do not need to take anyone's word for it — you can observe for yourself. If you would like to measure these benchmarks against your own situation, the page questions to ask an estate agent can help you prepare before a first meeting.