How to choose an estate agent to sell your house in the Maresme: what to look for and what to avoid

When an owner decides to sell, they almost always start with the same question: how much is my house worth? But there is another decision that comes right after, and it shapes the final result far more than it seems: who am I going to sell it with?

The agency you choose will set the asking price with you, decide how your home is presented, filter who gets to see it and negotiate on your behalf. Two things every owner cares about depend on all of that: the price you sell at and how long it takes.

And yet the choice is often made almost by default: the agency with a sign in the street, the one that called first or the one that promised the highest figure.

In this article we share what, in our experience, is worth looking at (and what is worth avoiding) when choosing an estate agent to sell your house in the Maresme, especially if it is a high-value property.

Why the agency you choose changes the outcome of the sale

Two very similar homes on the same street can sell months apart and at very different prices. It is rarely a coincidence.

Behind it there is usually an asking price that was set well or badly, a presentation that was more or less careful and a negotiation that was more or less professional. Three things that depend directly on who manages the sale.

In the upper segment this is even more noticeable. There are fewer buyers, each of them compares a lot, and a home that stays on the market too long starts to lose its appeal, even if nothing about it has changed.

That is why it is worth taking some time to choose well. These are the points we would check.

1. A reasoned valuation, not the highest figure

It is the most common trap, and also the most expensive one.

Some agencies suggest a price above the market to win the instruction. The owner, understandably, goes with whoever says the house is worth more. The problem comes later: the home goes on sale at a price buyers do not accept, weeks go by without serious viewings and, in the end, the price cuts arrive.

A home that has been reduced several times tells the market that something is not right. And that weakens the owner’s position exactly when it matters most: in the negotiation.

A good valuation is neither the highest nor the lowest. It is the one you can understand and defend: based on real comparable sales, on current demand in your area and on what makes your home unique. If an agency cannot explain where its figure comes from, that is a warning sign.

For a first idea of how prices are formed in the area, see our guide on how much a house costs in the Maresme.

2. Real knowledge of your town and your type of property

The Maresme is not a single market. A penthouse in the centre of Alella does not sell the same way as a villa in Sant Andreu de Llavaneres, a house in Cabrils or a seafront flat in Mataró.

Each town has its own buyer profile, pace and price ranges. And within each town, every estate and every street has nuances that you only learn by working the area.

Before deciding, ask the agency what it has sold recently in your town, in what price range and to what kind of buyer. A specific answer is worth more than any brochure.

3. A concrete marketing plan, not just a listing on the portals

Listing the home on the property portals is necessary, but it is not a strategy. It is the bare minimum.

When we talk to an owner, what they should receive is a marketing plan designed for their home, answering questions like these:

• How will the home be presented? Professional photography, video, floor plan and, if needed, home staging.
• Where will it be shown? Portals, our own website, social media and direct contact with buyers.
• Who is it aimed at? Local buyers, families moving out of Barcelona or international buyers, with the copy adapted to each of them.
• What happens before it goes live? For example, presenting it first to buyers who are already qualified.

With high-value homes, not every owner wants their house to appear online. In those cases, a discreet sale through a network of qualified buyers can be the best option. We explain it in detail in our article on the off-market property market in the Maresme.

4. How they screen buyers and organise viewings

A viewing is not a formality. Every person who walks into your home takes up your time, disrupts your routine and, if they are not a real buyer, adds nothing to the sale.

Ask the agency how it qualifies interested parties before showing the home: whether it checks their buying capacity, knows their timescales and whether the property really matches what they are looking for.

Fewer but better viewings usually mean a faster sale and a stronger negotiation.

5. Who negotiates and how they keep you informed

Negotiation is when a significant part of the price is won or lost. That is why you should know from the start who will negotiate for you and on what basis.

Communication matters just as much. An owner should know at all times how many people have shown interest, how many viewings have taken place, what buyers think and what adjustments are being proposed.

If the only news you get in weeks is a call suggesting a price cut, something is wrong with the process.

6. Professional accreditation and liability insurance

In Catalonia, estate agents must be registered with the Catalan Register of Real Estate Agents (AICAT). It is an easy check and a first guarantee that you are dealing with a professional.

It is also worth asking about their professional liability insurance and about the safeguards used to handle the sums paid during the transaction, such as the deposit (arras).

Accreditation does not tell you everything about an agency, but its absence says a lot.

7. Clear terms of instruction, in writing

Before signing a listing agreement (nota de encargo), make sure you fully understand what you are signing:

• Whether it is exclusive or not, and what each option involves.
• How long the agreement lasts and how you can end it if you are not satisfied.
• The fees, how they are calculated and when they are paid.
• Exactly which services are included: valuation, photography, home staging, marketing, buyer screening, negotiation and support at the notary.

A serious agency will have no problem explaining each point calmly. If the conversation becomes vague just when you get to the terms, take it as a sign.

Warning signs when choosing an estate agent

To sum up, these are some situations worth avoiding:

• A valuation far above the others with no arguments to support it.
• Pressure to sign before you have been able to compare or understand the terms.
• A marketing plan that boils down to “we’ll put it on the portals”.
• No references of recent sales in your town or for your type of property.
• Poor communication from the very first meeting.
• Unclear terms of instruction, or terms that change depending on the conversation.

Questions we recommend asking at the first meeting

• How did you arrive at this price? Based on which comparable sales?
• What have you sold in my town in recent months?
• How will you present my home and where will it be shown?
• How do you screen buyers before a viewing?
• Who will negotiate, and how often will you update me?
• Are you registered with AICAT?
• What exactly do your fees include?

The answers to these questions usually say more about an agency than any sales presentation.

Exclusive or several agencies?

It is one of the most common doubts. Working with several agencies at once may seem like a way to reach more buyers, but in practice it usually has the opposite effect: the same home appears several times, sometimes with different prices or photos, and buyers sense that the owner is in a hurry to sell.

A well-structured exclusive agreement, with a reasonable term and a concrete work plan, allows the agency to invest in presenting the home and to control the message that reaches the market. The key is that the terms are clear and that the owner knows at all times what is being done.

Before putting your home on the market, it is also a good idea to work out how much you will actually take home. Our municipal capital gains tax calculator gives you a first estimate of one of the taxes the seller pays in Spain (plusvalía municipal).

Why owners choose Maresme Realtors to sell

We recommend asking these questions to any agency. So we will start by answering them ourselves, clearly:

• You deal directly with Adrián and Eugenia. The same people who value your home are the ones who present it, show it and negotiate for you. No changing contacts, no rotating sales staff.
• We work with few homes at a time. We are a boutique real estate agency and we never handle more than 10 at once, so each one has its own plan and is not just another listing in the window.
• A valuation you can defend. We show you the comparable sales and the demand data for your town. If your ideal price is not realistic, we will tell you before going to market, not three months later.
• We reach international buyers. Our website is in Spanish, English, French and Dutch, and we assist you in Spanish, Catalan and English. In the upper segment of the Maresme, a significant share of buyers come from abroad.
• A discreet sale when you need it. We present your home privately to our network of qualified buyers, without publishing it on the portals, if you prefer.
• Information at every step. You receive a report every month, or every two weeks when the property calls for it, with how many interested parties there have been, which viewings have taken place and what buyers think.
• Experience you can verify. More than three years in the sector and a 5.0 rating on Google from 13 client reviews.
• Accredited agents. Registered with the Catalan Register of Real Estate Agents under number AICAT 13243.

And above all, personal support throughout the whole process, from the first visit to your home to the signing at the notary.

Frequently asked questions about choosing an estate agent to sell