So… What Is A Vendor Advocate?
We often find ourselves in conversations that begin with, ‘So what exactly is a vendor advocate?‘
I get it. When it comes time to sell, most people naturally start by thinking about which agent or agency to go with. What many don’t realise is that there’s another layer of support available. Someone whose sole role is to advocate for the person selling. Not to only help sell the home alongside an agent, but to:
- Advise;
- Communicate with agents on their behalf; and,
- Ensure that every step and decision serves their best interests and reflects what matters most.
It goes beyond simply offering advice or being hands-on. It’s about providing the kind of thoughtful support that brings clarity and confidence to what can often feel like an overwhelming process.
It starts well before a home comes onto the market. A vendor advocate takes the time to understand what’s important to those selling. From timing and expectations to priorities, sale preparation, styling advice, and any minor works needed, they help shape a plan that takes all of it into account.
From there, they handle the details…
Interviewing agents. Asking the right questions. Advising on the best agent to engage. Drawing on deep relationships across the real estate industry to know who to involve and why. Then guiding pricing strategy, marketing recommendations and ensuring the campaign is thoughtfully designed to suit the property (be that private sale, auction, expressions of interest or open listing), the way it’s positioned in the market, the current market conditions and the people at the heart of the process.
A key part of what a vendor advocate does is manage all communication with the appointed agent on behalf of the person selling. This not only relieves the pressure of constant follow-ups and back-and-forth with agents, but also ensures that the agent is gently kept on track and aligned with the overall strategy agreed upon from the outset.
Once the agent is appointed, they don’t just step back. A vendor advocate stays close – reviewing updates, communicating with the agent/s, staying in tune with the campaign and potential buyers, keeping things on track, making sure promises are kept and communication remains seamless and clear.
They help people understand when to hold steady, when to make changes, and how to navigate decisions without pressure or confusion.
It’s a high-touch, steady kind of support. The kind that removes noise, simplifies complexity, and gives the person selling, peace of mind.
And the beauty of this service, is there is no additional cost.
Individuals don’t pay extra for the added support because the agent’s commission covers vendor advocacy. They’re just getting a different kind of experience.
It’s natural to wonder whether agents are open to sharing commission. But, what we’ve consistently found is that the best agents genuinely welcome the collaboration. They recognise that working as a team with a vendor advocate creates a smoother, more supportive process. Ultimately, a better outcome for everyone involved.
And most importantly for the client, it’s the difference between feeling like everything rests on their shoulders and knowing there’s someone right beside them, managing the details and keeping the experience steady and supportive.
Vendor advocacy isn’t for everyone. When you already have a strong, trusted relationship with a local agent – someone who knows the area and can guide the experience with integrity – that may meet your needs. But if that trust isn’t there, or you need more support, a vendor advocate can make all the difference.
Written by Lisa Britcliffe, Vendor Advocate and co-founder of Orium & Co.
Lisa Britcliffe
Co-founder of Orium & Co
Vender and Buyer Advocate
With over 40 years of combined experience in real estate, Lisa and her partner Damien bring long-standing relationships and a depth of industry insight and expertise to every client they represent at Orium & Co.
Lisa is known for her passion, honesty and authenticity and pours her heart and soul into every aspect of her work as a vendor advocate and life in general.
Her love of people combined with her love of seeing them realise their potential and their dreams, has seen her move between the real estate and coaching industry over the past two decades.
This is general advice only and has not been prepared with your situation and needs in mind. For individual and personalised advice, we highly recommend that you seek out proper professional advice from your adviser.
