The ZHAW study was carried out between April and December 2024 and published in 2026. It analyses how the asking prices proposed by different estate agents differ and how contractual incentives can influence the actual sale price. This shifts the focus away from the market situation itself and towards the marketing structure.
Significant differences for the same property
According to the study now available, two estate agents in Switzerland can value the same property with a difference of 180,000 Swiss francs. The underlying analysis covers more than 260 transactions. At the same time, the research project points out that data-driven selection processes and tailored incentive schemes are intended to improve the sales process.
Commissions send the wrong signals
The findings on remuneration models are particularly striking. According to the paper published as part of the ZHAW project, the price difference between transactions with a margin commission of more than 10 per cent and those with a lower margin stood at 120,461 Swiss francs. For property owners, this means that it is not only the amount of the commission that matters, but also how it is structured. A model with a weak additional incentive can steer the estate agent’s focus more towards a quick sale than towards achieving the highest possible price.
Data gaps remain a market problem
This finding applies to a market in which transaction data is only available to the public to a limited extent. The ZHAW explicitly describes its project as an attempt to improve valuation, estate agent selection and incentive systems through data analysis. At the same time, Bestag argues that a lack of transparency in comparative data increases dependence on individual market players. For sellers of residential property, the choice of estate agent thus becomes a financial lever rather than merely a question of sales.
In practical terms, this means one thing above all else. Anyone selling a residential property should examine the valuation, contract model and choice of estate agent separately. It is precisely here that a six-figure difference can arise in individual cases, even though the property and the market remain identical.
