By Rafaela Martins – The Reach Team, RE/MAX Collection
When the time comes to sell your home—especially in sophisticated markets like Cascais, Estoril, or Lisbon—many owners ask the same question: is it worth hiring a real estate consultant, or should I try to sell on my own?
There is no one-size-fits-all answer. Each path has benefits and trade-offs. What matters is understanding what is really at stake.
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The advantages of working with a consultant
- A complete marketing plan
Contrary to common belief, a real estate marketing plan is not just photos and video. An experienced consultant starts with market intelligence: closed-sale comparables (not only asking prices), price variation by typology, average days on market, and the current competitive set.
This groundwork supports:
Accurate pricing, avoiding overpricing (which “burns” the listing) and underpricing (which erodes returns).
Buyer-persona definition: who the ideal buyer is and what they value, fear, and aspire to.
A clear narrative to present the property, balancing emotion and reason in descriptions and visuals.
Channel strategy and consistency across portals, social media, segmented campaigns, and owned media.
At The Reach Team, every listing is treated like a brand. We combine professional photography and video, human-centred copy, premium digital and print brochures, segmented paid traffic, and an active presence on Instagram and YouTube. - Value positioning and qualified reach
With international networks and professional tools (SIR, RIL, Casafari), consultants can position your property strategically, reaching foreign buyers and high-end investors. - In addition, brands like RE/MAX Collection operate with transparent co-brokerage/partnership policies, which facilitates negotiations—including with consultants from other agencies.
- Professional negotiation management
A key differentiator is the ability to mediate interests professionally. Buyers want to pay less; sellers want to receive more. Skilled mediation reduces friction and increases the likelihood of a fair, timely agreement. - Legal and procedural confidence
A consultant oversees the documentation and milestones so the property is compliant and ready for deed. This reduces legal risk and builds buyer confidence.
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Selling on your own (no consultant): advantages
Commission savings. Without intermediation, the seller does not pay an agency commission.
Direct control. Price, channels, viewings, and negotiations follow the owner’s cadence and criteria.
Immediate contact with prospects. Direct communication can speed up clarifications and adjustments.
Flexibility in presentation. The owner chooses visual style, copy, minor improvements, and calendar.
Budget by design. You can start with free options and scale marketing spend as results justify.
Selling on your own (no consultant): disadvantages
Scope of responsibilities. In FSBO, the owner takes on tasks an agent would handle: pricing from true comparables, omnichannel marketing, scheduling and hosting viewings, negotiation, and contract management. It demands time and specific know-how.
Pricing and performance. Sector data show that, in 2024, the median price for FSBO sales was USD 380,000, versus USD 435,000 for agent-assisted sales—an indicator that reach, lead qualification, and pricing strategy affect net outcomes.
Exposure and lead generation. Without a brokerage network and distribution ecosystem, listings typically have smaller reach and fewer qualified leads, especially in luxury and among international buyers.
Operational load through to deed. Between the promissory contract and the deed there are sensitive milestones (conditions, timelines, coordination among parties). Reference guides note that owner-led sales are time-intensive and demand procedural rigor.
Compliance and legal risk. Document preparation and verification, contractual clauses, and regulatory requirements must be handled precisely to avoid delays and disputes.
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The disadvantages of hiring a consultant
Commission cost. A budget line to factor in.
Perceived loss of control. Some owners prefer to steer every detail themselves.
Risk of a poor match. Choosing a generic or unstructured professional can hinder strategy and results.
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So, sell on your own or hire a consultant?
Selling on your own can work, but it requires time, legal familiarity, a proper marketing strategy, lead management, negotiation skills, and emotional bandwidth. Working with a trusted consultant—such as The Reach Team—brings analytical competence, aesthetic sensitivity, and operational experience to every step.
In the end, the question is not only whether you sell—it’s how you sell: in a rush and with risk, or with strategy, value, and confidence.
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Questions to ask yourself before deciding
Do I have the time and know-how to manage pricing, marketing, viewings, negotiation, and documentation?
Can I attract and qualify buyers with the financial capacity for this property?
Am I comfortable negotiating price, timelines, and contingencies with multiple parties?
Do I want to simply sell, or do I want to sell well—with value, security, and peace of mind?
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Rafaela Martins
Real Estate Consultant – The Reach Team | RE/MAX Collection
Sources
National Association of REALTORS® (NAR) – Quick Real Estate Statistics (2024).
NAR – FSBOs Reach All-Time Low (2024).
Bankrate – What Does For Sale By Owner Mean? (2024); How to Sell a House by Owner (2025).
Investopedia – For Sale by Owner (FSBO): Definition, Costs, Benefits, and Risks.
