Whether you're buying or selling a home, real estate agents will tell you right away that they work for the seller, unless they're acting as a buyer's agent, in which case, they work for the buyer. Right? FSBO sellers and those who have investigated FSBO real estate have already figured out the answer to this one.

Real estate agents work for themselves. Their goal is to build up their business. They use the homes they list to get their names in front of other potential sellers. Real estate agents operate on name recognition, so it's very important for them to get their names on as many houses as they can. Why not? It's free advertising for them.

Have you ever looked at real estate For Sale signs? If you can find one, take a look at a sign on a FSBO home for sale. No agent names - just a listing ID and a phone number, or more likely, a Web site. FSBO real estate signs keep the focus on your home's listing, which is exactly where you want your potential buyers to go. Buyers see your home first, before they look at other FSBO homes. They don't deal with agents who have a zillion other homes to sell - including those that will generate a larger commission than yours will. If a potential buyer is interested in a FSBO home, they deal directly with the owner.

Now take a look at commercial realty signs. How prominently is the agent's name displayed on the sign? Is the agent's picture also on the sign? If so, that's a good clue that the agent isn't really thinking about the seller. The agent is building his or her brand.

Busy agents, those who sell $5 million or more per year, are actually too busy building their brands to sell all of those homes themselves. They have partners - and sometimes whole staffs of people - to sell homes for them. The seller pays top dollar to have the big name agent, but may never actually get to meet the agent in person. Chances are good that unless you have a five-star property, you'll never actually meet the top-dollar agent whose name is on your For Sale sign. The sign on your lawn is simply an advertisement for the marquee player: the real estate agent.

Consider this scenario: you list your home with Biff Superseller, the area's number one real estate agent. A potential buyer sees Biff's sign on your front lawn and calls Biff's office. Team Superseller asks the potential buyer to come in. Once the team sizes up your potential buyer, they will offer to show them the homes they want the buyer to see. Your home may not be among them, even though the sign on your front lawn was what got the buyer to Biff's office in the first place. Will Team Superseller even tell you that someone inquired about your home? Why would they when they've steered your prospect to someone else's home?

When you list your home for sale, your first priority is finding a buyer for your home. Your real estate agent's priority is finding a buyer. Are you comfortable with that difference?

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