How Do I Choose a Real Estate Agency in Such a Highly Competitive Market?

Question

Hello, I would like to sell an apartment in Prague, but I’m not sure how to navigate among real estate agencies. How should I choose a reliable real estate agency? Ms. Hana Z.

Answer

The first question is where to look for real estate agencies in the first place. Start with the assumption that for your property to be visible, the real estate agency must be visible as well. The main sources are printed real estate magazines and larger real estate portals. Visit the agency’s website—its design and content will tell you a lot. You’ll see what types of properties the agency offers and in which locations, whether it has a presence in your area, and what methods it uses to present listings. Based on these criteria, select three to five real estate agencies.

Keep in mind that you are often selling an asset worth millions, so it’s essential to invest time in the selection process—it will certainly pay off. Contact the selected agencies with your property offer. The speed of the agency’s response is a key selection criterion. Arrange a meeting and inform the agent that you intend to choose only one agency for cooperation, but that you have contacted others and will make your decision afterward.

This is where things start to become clear. Some agents won’t even want to visit and will say that photos are enough; others will only find time in two weeks. Eliminate those immediately. An agent should respond promptly and offer a meeting at the earliest possible time. During the personal meeting, rely on your own experience and intuition—this is often the best way to avoid common sales tactics used by agents.

Don’t be afraid to ask questions. It’s a good idea to prepare a few in advance regarding the entire transaction process, market price, commission fees, legal services, and post-sale support. Pay particular attention to where your property will be advertised, and don’t be misled by claims that online advertising alone is sufficient—it’s not. Observe the agent’s demeanor, communication style, and appearance. Ask about their experience and expertise, and always request references from previous clients.

Important: only allow photography by the agent you intend to work with. Inform the others that you will contact them if you decide to cooperate. This helps you avoid the unpleasant but common situation where your property appears online without your knowledge. Always request a draft of the brokerage agreement and take time to review it carefully. Excuses for why this “can’t be done” are a red flag.

Be especially cautious of statements such as: “We don’t sign contracts with clients; we don’t want to restrict you,” or “We don’t need a contract—we’ve agreed verbally.” Remember, most problems arise precisely in relationships without a written agreement.

Thank you for your question.

JUDr. Oldřich Platil

Head of Legal Department