Selling a high-value flat, villa or residence? We explain how to choose an agent, what to ask them, how to read the brokerage agreement and how a sale at the very top of the market differs.
A good agent for a luxury property can show proven experience with properties at a similar price level. They can justify the market price they propose, and they have a clear plan for reaching buyers beyond public listings. Just as important is a written agreement with a reasonable term, a clearly described commission and fair notice conditions. If you are selling as a consumer, Czech law allows an exclusive agreement for a maximum of six months.
Why the agent matters more for a luxury property than for a standard flat
A standard flat in a good location almost sells itself, because there are plenty of buyers and prices are easy to compare. A property worth tens of millions of crowns is a different matter. Serious buyers are few, comparable sales are fewer still, and the price depends on things no spreadsheet captures: the view, the quiet, the quality of the craftsmanship, privacy, the history of the building or a garden in the middle of the city. A valuation that is off by just a few per cent can mean millions of crowns.
The buyers are different too. They are often entrepreneurs, executives, investors or foreign nationals who do not browse property portals and have no time for viewings that have not been properly prepared. In this segment, an agent is therefore not mainly an advertiser. They work more as a negotiator whom both sides must trust, and as a guardian of discretion.
Seven questions to ask an agent at your first meeting
Treat the first meeting as an interview. You are choosing the agency, not the other way round. These questions will quickly show you who you are dealing with:
- Which properties at a similar price and in a similar location have you sold in recent years, and could you put me in touch with one of the sellers?
- What is your proposed price based on, and which comparable sales did you use?
- Who exactly will handle my sale, and who will represent me when you are away?
- How will you reach buyers outside the public portals, and which prospective buyers are you working with at the moment?
- How will you ensure discretion: what will be published, who may attend viewings and how do you vet prospective buyers?
- What exactly does the commission cover, and what would I pay for separately?
- Who will draw up the purchase agreement, and how will the purchase price be held in escrow?
You should also check straight away that the agency holds a licence for real estate brokerage (vázaná živnost realitní zprostředkování), recorded in the Trade Register (živnostenský rejstřík), and that it has insurance covering any damage caused to clients. Both are legal requirements, and the agency should have no trouble showing you proof.
Exclusive or non-exclusive agreement: what it really gives you
Instead of the word "exclusive", Czech law uses the term exclusive brokerage (výhradní zprostředkování). It means that for the term of the agreement you sell through one agency only, and you are restricted from selling through other agents, and possibly from selling on your own. In return, you should get the agent's full commitment: professional presentation, active outreach to buyers and regular progress reports.
For luxury properties, an exclusive agreement also makes practical sense. When the same villa is offered by several agencies with different photos and prices, buyers take it as a sign that the sale has stalled, and any discretion is lost entirely. A non-exclusive arrangement makes sense mainly if you want to test the market first, or if you are selling a property in high demand for which anyone could quickly find a buyer.
Sellers acting as consumers are protected by a specific rule: exclusive brokerage may only be agreed for a fixed term of no more than six months. You can extend it repeatedly, but you may agree to an extension no earlier than 30 days before the agreed term ends. An automatic extension signed in advance is therefore not valid for a consumer. If you are selling through a company, however, this protection does not apply to you, and you must check the term and conditions yourself.
Commission in 2026: how it is calculated, who pays it and what it should cover
The law does not cap the commission, but it does require it to be clearly agreed in the contract. It is most often calculated as a percentage of the final purchase price, sometimes as a fixed amount, or as a fixed amount combined with a bonus for a price above an agreed threshold. In the Czech Republic, the commission is usually paid by the seller. If the agency is registered for VAT, 21% VAT is added on top, so always check whether the stated amount includes VAT or not.
With more expensive properties, the percentage rate tends to be lower and there is more room for negotiation. A low commission, however, is not a goal in itself. If it leaves no budget for high-quality presentation or for reaching foreign buyers, it may cost you far more than you save. The contract should state explicitly what the commission covers: a market valuation, photography and video, floor plans and visualisations where relevant, advertising, viewings, buyer vetting, legal services in preparing the contracts, escrow and the handover of the property. By law, the commission becomes payable no earlier than the day the contract the agent is brokering is concluded, which is usually the purchase agreement.
Marketing at the top end of the market: buyer databases, international demand and discreet presentation
With high-value properties, a large share of deals are agreed before the listing appears online, or without any public advertising at all. At your first meeting, therefore, ask how the agency keeps track of active buyers, how often it contacts them, and whether it works with other agents, lawyers, family offices or international partners. An off-market sale gives you the greatest privacy. The drawback is that fewer people will see the property, so it should have a clear time frame, after which you move on to a wider presentation.
If you decide on a public presentation, it should match the price of the property: a professional photographer, well-written copy in both Czech and English, accurate floor plans, and careful judgement about what to show and what not to. Discretion means not publishing the exact address, not photographing personal belongings or security features, and admitting only verified prospective buyers to viewings – for example, those with proof of financing or who have signed a non-disclosure agreement.
Warning signs: an inflated initial price, pressure to sign quickly, no references
The most common mistake sellers make is choosing whoever promises the highest price. An inflated asking price at the outset helps the agent win the instruction, but for you it means months without interest, a property that becomes stale on the market and, in the end, usually a bigger price reduction than if the price had been realistic from the start. Ask what data the valuation is based on.
Be wary, too, if the agent pressures you to sign at the very first meeting, will not send you the contract in advance to review, or refuses to change an unfavourable clause. Another warning sign is an inability to provide evidence of any comparable transactions or contact details of previous clients. The agent must give you an extract from the Land Register (katastr nemovitostí) no later than when the contract is signed. If they fail to do so, you are entitled by law to withdraw from the contract within 14 days.
What to watch for in the contract and how the process runs through to the handover of the keys
A real estate brokerage agreement (smlouva o realitním zprostředkování) must be in writing and must not be part of the same document as the purchase agreement itself. Before signing, check the following points in particular:
- The length of the exclusivity period and how it can be extended. For a consumer, a maximum of six months, with any extension agreed only within the last 30 days.
- Termination. For an open-ended contract, the notice period for a consumer may be no longer than one month.
- Contractual penalties. What they are payable for, how much they are, and whether you risk paying commission even if you sold the property yourself or did not sell it at all.
- The post-contract protection period. In other words, whether the agent is entitled to commission for a sale concluded after the contract ends to a buyer they introduced, and how long this entitlement lasts.
- The advertised price and the lowest price at which the agent may negotiate without your consent.
- Escrow of the purchase price. The agent may hold it only on the basis of your written request on a separate document; otherwise, escrow is usually arranged with a lawyer, notary or bank.
- Who prepares the reservation agreement and the purchase agreement, and who bears responsibility for them.
The law also prohibits imposing on a consumer an obligation to conclude a purchase agreement or a future purchase agreement (smlouva o smlouvě budoucí) with a buyer. The decision whether to sell the property to a particular buyer therefore always remains yours.
A well-managed sale follows clear steps. It begins with an inspection of the property and a review of the documents: the Land Register extract, title deeds, easements, charges, building documentation and the energy performance certificate. This is followed by a market valuation and agreement on the strategy – whether to start off-market or go straight to a public presentation. Then comes preparation of the property, photography, approaching buyers and viewings, with regular progress reports to you.
Once a buyer has been chosen, a reservation agreement is signed and a purchase agreement with escrow is prepared. If the buyer is financing the purchase with a mortgage, coordination with their bank follows. The agency must also verify the identity of the parties under anti-money laundering legislation. An application for registration of the transfer in the Land Register is then filed; once the entry is made, the funds are released from escrow and the property is handed over with a record of the meter readings. Always have legal and tax matters, such as taxation of the income from the sale or the sale of a company-owned property, checked by a lawyer and a tax adviser.
Frequently asked questions
Can I end an exclusive agreement early if the agent is doing nothing? That depends on what the contract says. Look for the clauses on termination by notice and on withdrawal for breach of obligations, for example if the agent fails to send regular reports. If you are selling as a consumer, exclusivity ends after no more than six months unless you extend it yourself.
Do I have to pay commission even if I find a buyer myself? Under an exclusive agreement, this is a common arrangement. If you want the right to sell on your own without paying commission, the contract must state this explicitly. Before signing, read the clauses on contractual penalties and on entitlement to commission carefully.
Is it better to sell a luxury property off-market? An off-market sale gives you privacy and peace of mind, but fewer buyers will see the property. It often works well to start off-market for an agreed period and then, depending on the interest, decide whether to move to a public listing.
If you are considering selling a higher-value property in Prague or elsewhere in the Czech Republic, DALILE LIVING can discuss with you a realistic price, an off-market or public sales strategy, and the terms of the contract. We will also be happy to show you how our cooperation would work, step by step.
Sources
- Zákon č. 39/2020 Sb., o realitním zprostředkování (Zákony pro lidi)
- MMR – K zákonu o realitním zprostředkování a AML zákonu
- epravo.cz – Nové i „staré“ povinnosti realitního makléře dle zákona č. 39/2020 Sb.
- Advokátní kancelář Šmarda – Smlouva o realitním zprostředkování
- Finanční správa – Daň z přidané hodnoty 2026
