Why You Still Owe Your Agent Money, Even If You Find the Buyer

That commission, then, isn’t just a fee for finding a buyer. It’s what funds the entire machinery of a successful sale.

“The cost that an agent’s fee covers in relation to a property is more than just “bringing a buyer to a transaction,” explains Loguidice. “It encompasses aspects like pricing strategy, professional photography services, marketing on diverse marketing channels like websites and others, and many more.”

From staging consultations and open houses to social media campaigns and targeted PPC ads, agents take on very real financial and strategic risk long before a deal closes.

“Not every agent just sticks a sign in the yard and calls it good,” adds Brier. “Many agents put their time, hard work, and money into selling a home and take it very seriously. … Efforts that require strategy, time, and a real budget”

So your commission is buying more than a buyer, paying for the expertise, marketing infrastructure, and up-front investment that make the sale possible.

While most home sales use a standard exclusive right-to-sell agreement, there are a few alternative contracts that change how and when an agent earns a commission.

“In reality, a seller can only escape paying the full commission through a different type of listing agreement,” explains Loguidice.

One of the most common alternatives is the exclusive agency agreement. Under this setup, the seller retains the right to find a buyer independently and only pays a commission if the agent is the one who brings that buyer to the table.

That arrangement can sound appealing to sellers eager to save on fees, but it comes with a major trade-off.

“This contract is not as common and often presents less reward to the agent,” notes Loguidice. “As a result, marketing can sometimes be less effective.”

Another option is the open listing, a non-exclusive agreement that allows multiple brokers or agents to market the same property. In this case, whoever successfully secures the buyer earns the commission. If the seller finds the buyer directly, they keep the entire proceeds.

But both structures carry big caveats: because agents assume more risk under these contracts, they’re often less willing to invest heavily in advertising, open houses, or professional photography. That can ultimately slow the sale and reduce the home’s visibility—and its final price.

Even when a seller finds a buyer on their own, honesty and communication with their agent go a long way.

“Don’t get me wrong. If a seller is able to find a buyer on their own, that’s great,” says Brier. “I would still recommend calling the agent right away and trying to have an open conversation.”

Many agents, he adds, are open to compromise when clients are transparent.

“Most real estate agents are willing to discuss a fair commission adjustment when clients lead with honesty.”

What’s not fair, though, is skipping the commission entirely when an agent’s marketing likely played a role in attracting the buyer—“even if it was just the neighbor down the road,” he says.

The broader marketing infrastructure agents build—the photos, listings, open houses, and exposure—benefits sellers whether the buyer comes directly through them. That system, Brier notes, is vital: Without it, sellers often underestimate a prospective buyer or miss qualified leads altogether.

And while there are always exceptions, he believes they’re rare.

“I know there are bad actors out there who may not have earned the commission,” he concedes. “But they’re the exception, not the rule.”