Changing Estate Agents Won't Always Change the Market

Selling a property is both a financial and a personal decision. For many homeowners, the asking price reflects years of investment, improvements and expectations about what comes next. It is therefore understandable that conversations about adjusting that price can be difficult, particularly when the property has been carefully maintained and the owner believes strongly in its value. However, the relationship between a property's asking price and its position in the market is not always as straightforward as sellers might hope.

Consider a villa on the Costa Blanca that has been marketed for several months. The property is professionally presented, has attracted enquiries and received viewings, yet no serious offers have materialised. After assessing comparable properties, buyer feedback and the level of interest, the estate agent recommends a price adjustment. The owners are unconvinced and decide to appoint another agency instead. A few weeks later, the villa returns to the market with new photographs, a different description and, interestingly, the very price adjustment that was originally recommended.

This raises a question worth considering: was the obstacle the estate agent, or was the market communicating something the seller was not yet ready to accept? The answer requires a balanced assessment. Changing agents can be an excellent decision when service or marketing falls short, but appointing a different professional does not automatically change a property's market position.

Understanding the Difference Between Asking Price and Market Value

An asking price establishes a property's position within the market. It determines which buyers are likely to discover the listing, how the home compares with competing properties and the expectations created before a viewing takes place. It does not, however, establish what a buyer will ultimately be prepared to pay. Owners naturally consider what they originally paid, the cost of improvements and the financial outcome they hope to achieve. These are entirely legitimate personal considerations, but buyers approach the decision from a different perspective. They compare the property with alternatives currently available, considering location, architectural quality, plot size, privacy, orientation, condition and overall lifestyle appeal.

A substantial renovation may improve a property's desirability without increasing its market value by precisely the amount invested. Equally, a distinctive setting, exceptional outlook or unusually private plot may justify a premium that cannot be explained through square metres alone. This is particularly relevant in the upper end of the Costa Blanca market, where individual properties can differ significantly despite appearing similar in size and specification. A credible pricing recommendation should therefore reflect the property's particular strengths while remaining grounded in the realities of competing supply and buyer demand. The objective is not simply to select an attractive figure, but to establish a position that gives the property a realistic opportunity to compete.

What Buyer Activity Can Tell Us

A property remaining unsold does not automatically indicate that its asking price is incorrect. Some homes appeal to a smaller audience, while others require more time to find a buyer whose priorities align with their particular characteristics. Nevertheless, the pattern of enquiries and viewings can reveal a great deal about how a property is being received. Limited initial interest may suggest that the property is not reaching the right audience, that its presentation needs improvement or that its asking price is restricting the pool of potential buyers. As properties move into higher price brackets, the number of buyers with the budget and willingness to purchase naturally becomes smaller, making accurate positioning within the market increasingly important.

Where enquiries are strong but viewings are limited, prospective purchasers may be reconsidering after learning more about the property's location, layout or surroundings. Equally, some may be in the early stages of their search, still arranging finances or simply not yet in a position to proceed with a purchase. When viewings take place consistently but offers do not follow, the feedback becomes especially valuable.

A buyer may admire a villa's interior yet feel that the outdoor space is insufficient for the asking price. Another may appreciate the location but find better privacy, a more practical layout or a larger plot elsewhere. Individual opinions are subjective, and no single viewing should determine a property's pricing strategy. However, when similar observations arise repeatedly, they can indicate how the home is positioned against its competition. A professional agent should be able to interpret these patterns, distinguish genuine objections from personal preferences and explain what the information suggests. Rather than focusing exclusively on how long a property has been advertised, sellers benefit from understanding how qualified buyers have responded and what those responses reveal about its appeal.

When a Change of Estate Agent Makes Sense

There are entirely valid reasons for appointing a new estate agent. Professional photography, accurate descriptions, appropriate international exposure and effective collaboration with other agencies can all influence a property's visibility. Equally important are qualified buyer enquiries, meaningful viewing feedback and consistent communication with the seller. If these elements are missing, a fresh approach may be precisely what is needed. A new agency may introduce stronger marketing, a more relevant network of prospective buyers or a clearer understanding of the property's particular appeal. 

However, sellers should distinguish between a genuinely different marketing strategy and a different opinion about the asking price. If a property has already received appropriate exposure and qualified viewings, yet buyers repeatedly favour competing homes, the obstacle may not be the agency's performance. A new agent can improve presentation, communication and access to buyers, but those improvements must be considered alongside the property's underlying position in the market. Before changing representation, it is worth asking what the new agency intends to do differently, how those changes will address the issues identified and whether the proposed approach is supported by evidence rather than optimism.

Why the Highest Valuation Is Not Always the Best Advice

When several agencies are invited to value a property, the highest recommendation can understandably be the most appealing. Consider a villa for which two agencies recommend an asking price around €425,000, supported by comparable properties and current market activity, while a third proposes €475,000. The higher figure may be achievable if the property possesses qualities that the other valuations have underestimated. However, a difference of €50,000 deserves a clear explanation. Sellers should understand what comparable evidence supports the premium, which buyers are likely to recognise that additional value and how the property will be positioned against competing listings.

An ambitious asking price is not inherently inappropriate, particularly for a distinctive home. The concern arises when the recommendation is based primarily on what the seller would like to achieve rather than on a credible assessment of demand. An agency cannot guarantee that a buyer will pay a particular amount simply by advertising the property at that figure. A higher valuation may create an encouraging first impression, but the eventual result still depends on the decisions of prospective purchasers. The most useful valuation is therefore not necessarily the highest or the lowest, but the one that provides a convincing explanation of the property's strengths, its competition and the strategy most likely to achieve the seller's objectives.

Price Adjustments and the Importance of Timing

A considered price adjustment should not be regarded as an admission of failure. Property marketing is an evolving process, and an effective strategy should respond to changing competition, buyer activity and feedback. The timing and scale of an adjustment matter because asking prices influence both search visibility and perceived value. A property advertised at €455,000, for example, may not appear in searches where buyers have set an upper limit of €450,000. Repositioning it at €449,000 could introduce the home to a different audience, depending on how buyers and property portals apply their search filters. More importantly, the property may be assessed against a different selection of competing homes, changing how its overall value is perceived.

That does not mean every property should be reduced quickly or that a lower asking price will automatically produce a sale. Owners with greater flexibility may reasonably choose to wait for a buyer who appreciates the home's individual qualities. Others may have financial or practical reasons to prioritise a more timely transaction. The appropriate decision depends on the seller's circumstances, the strength of the market evidence and the likely consequences of waiting. Price adjustments should therefore be deliberate, properly explained and sufficiently meaningful to support the intended strategy, rather than a succession of small reductions made without a clear objective.

When the Same Advice Comes From a Different Agent

There is a human element to selling property that should not be overlooked. An owner may have spent considerable time preparing a home for sale, invested in improvements and made future plans based on an anticipated result. Being advised that the asking price needs to change can feel disappointing, even when the recommendation is supported by evidence. In some circumstances, a seller may prefer to seek a second opinion rather than immediately accept that advice, which is entirely reasonable. A fresh perspective can provide reassurance, challenge assumptions or identify opportunities that have previously been missed.

Yet an interesting situation occasionally arises when a property is transferred to another agency and subsequently marketed at the price previously recommended by the original agent. This does not necessarily mean that either professional has acted incorrectly. The seller may simply have needed additional time, further market evidence or another perspective before feeling comfortable with the adjustment. Sometimes the advice a seller is not ready to accept from one agent becomes the advice they are prepared to act upon with another. Although that can understandably be disappointing for the original agent, the more important consideration is whether the revised strategy ultimately helps the owner achieve a successful sale. The objective should never be to establish which professional was right, but to make the most informed decision for the property and its owner.

Making an Informed Decision Before Changing Agents

Before appointing a different agency, sellers benefit from reviewing the existing strategy with the same care they would apply to any other significant financial decision. Has the property been presented to a professional standard and promoted to the appropriate audience? Have enquiries been properly qualified and followed up? Is the agent providing meaningful feedback, and does the asking price remain defensible against current competition? These questions help establish whether the lack of progress is connected to the quality of representation, the property's market positioning or a combination of factors. If the answers reveal shortcomings in service or marketing, changing agents may be entirely justified. If the marketing has been effective but buyers consistently perceive better value elsewhere, a revised pricing strategy may deserve more serious consideration, regardless of which agency is appointed.

Any change in representation should also take account of the terms of the existing agency agreement and any continuing obligations. Beyond the contractual considerations, sellers should look for a professional who can explain their recommendations clearly, communicate consistently and demonstrate an understanding of the property's individual qualities. The strongest selling relationships are built on mutual respect and realistic expectations, including the willingness to have constructive conversations when market conditions require them.

The Market Does Not Change With the Agency

An experienced estate agent can influence how effectively a property is presented, which buyers it reaches and how professionally the transaction is managed. Those qualities are important, particularly when selling a distinctive or high-value home where the right presentation and professional relationships can make a meaningful difference. What an agent cannot do is guarantee that buyers will value a property above the alternatives available to them. A fresh perspective can create new opportunities, and changing agencies may sometimes be exactly the right decision. However, when the central issue is the relationship between asking price and buyer expectations, the most productive adjustment may be to the strategy rather than the professional delivering the advice.

Sellers deserve more than reassuring valuations or optimistic promises. They deserve informed guidance, clear evidence and an agent who is prepared to have constructive conversations, even when the recommendations are not what they initially hoped to hear. Ultimately, successful property marketing requires a combination of professional presentation, appropriate exposure, realistic positioning and a shared understanding of the seller's objectives. Changing estate agents can change how a property is marketed. It does not, by itself, change what the market is prepared to pay.

Important Information

This article provides general guidance on property marketing and pricing strategies in Spain. All scenarios and prices are illustrative and do not refer to identifiable clients or individual transactions. Property values, market conditions and agency agreements vary. Sellers should review their contractual obligations before changing representation and obtain appropriate professional advice where necessary.

Written by Shelley Scott

Property Consultant & Business Operations, Right Priced Real Estate

Shelley Scott works with buyers and sellers across the Costa Blanca and supports the day-to-day business operations of Right Priced Real Estate. With extensive experience in the local property market, she regularly writes about buying and selling property in Spain, market trends, lifestyle and the communities that make the Costa Blanca one of Europe's most desirable places to live, retire and invest.