Proximity is not everything
If you want to sell a property, you will often start by looking for an agent nearby. That makes sense: a local office can quickly attend viewings and knows the municipality. But proximity alone says little about quality. What matters is whether the agent really knows the sub-market of your property: price level, typical buyers, demand for the property type and the specifics of the location.
In Switzerland, prices can differ markedly even between neighbouring municipalities, for example because of the tax rate, transport links, lake views or the way to school. An agent who can back up these differences with actual sales is worth more than one who simply has the nearest office.
A short drive is no substitute for a sound valuation.
The key criteria
| Criterion | What to look for | Why it matters |
|---|---|---|
| Local market knowledge | Concrete comparable sales from your area | Pricing and buyer targeting depend heavily on the micro-location |
| Valuation quality | Written, reasoned derivation of the value | Too high an asking price costs time, too low costs money |
| Marketing concept | Photos, copy, channels and timing that suit the property | Not every property needs the same strategy |
| Qualifications | Training such as federal diplomas in property marketing or valuation, association membership | In most cantons the profession requires no licence |
| Guidance through the process | Clear steps up to notarisation and transfer in the land register | Keeps the sale predictable and traceable |
Ideally obtain two or three assessments. If valuations differ widely, ask how they were derived. The reasoning is more revealing than the figure.
Services, commission and contract
A full sales mandate usually covers valuation, sales documentation, photos, listings, viewings, negotiations and preparing the purchase contract with the notary. In Switzerland the commission is mostly success-based and often around 2 to 3 percent of the sale price; flat-fee and tiered models also exist. Legally, the provisions on brokerage contracts in the Code of Obligations apply.
A worked example for context: at a sale price of CHF 1'200'000, a commission of 2.5 percent amounts to CHF 30'000, usually plus VAT. A difference of half a percentage point is therefore worth CHF 6'000. Just as important, however, is what the agent delivers for that money: good marketing and skilful negotiation can influence the sale price more than the difference in commission.
- When exactly is the commission due, and what applies if you find a buyer yourself?
- Are listings, photos, drone shots or the valuation included or charged separately?
- How long does an exclusive mandate run, and how can it be terminated?
- Is the agent also paid by the buyer? Dual mandates can create conflicts of interest.
- Who bears the costs if the sale does not go through?
Check the contract before signing
Read the term, exclusivity, commission basis and any post-term clauses carefully. For larger values or unclear points, a brief review by an independent specialist is worthwhile.
Questions for the first meeting
Good answers are concrete, local and traceable. In practice, these questions separate good agents from interchangeable ones:
- Which comparable properties have you sold in this area in the past two years, and on what terms?
- How do you derive the asking price, and what range do you consider realistic?
- Which buyer group will you target, and through which channels?
- How long does a sale of this type typically take?
- Who will look after me personally, and how often will I receive a report?
- Which documents are still missing, such as the land register extract, plans, the building insurance policy or evidence of renovations?
Warning signs
- A conspicuously high valuation without justification. It may serve to win the mandate and lead to price cuts later.
- Pressure to sign a long exclusive mandate immediately.
- No references or no traceable sales in the region.
- A standard concept that looks the same for every property.
- Vague information about additional costs.
An agent is not automatically better because they are everywhere or run the most listings. What matters more is whether they understand your region, your property type and your goal, whether that is the highest possible price, a quick sale or a discreet process.