Ireland’s property market is beginning to shift, with buyer agents gaining ground in a system traditionally dominated by sellers, as pressure on purchasers intensifies. The changing dynamic will be a central theme at the Real Estate Agency Summit, taking place in Waterford on Thursday, June 11th.
The concept of a buyer’s agent remains relatively new in Ireland, but industry figures say awareness is growing quickly as purchasers struggle to navigate an increasingly competitive and fast-moving market. With housing supply constrained and demand continuing to outstrip availability, buyers are often facing intense pressure, rising prices and rapid sales timelines that can leave them feeling overwhelmed.
Traditionally, estate agents in Ireland act on behalf of the seller, a structure that many say is no longer aligned with the needs of modern buyers. As a result, more purchasers, including international buyers relocating to Ireland and domestic professionals, are exploring the option of having dedicated representation.
According to Regina Mangan, owner of Liberty Blue Estate Agents and a recent Estate Agency of the Year winner, the shift reflects a growing imbalance in the market that is now coming to the fore.
“A lot of buyers are missing out. Sellers have professional representation, but buyers are often left to navigate what is the biggest transaction of their lives without that same level of support,” she said. “What we’re seeing now is buyers becoming more aware that they can have someone acting in their best interest too — someone who can guide them, advise them and help them compete.”
Andrew Rhatigan of ‘Property Buyer’s Edge’, who will also be attending the summit, says, “We’re seeing a real change in mindset. Buyers are no longer willing to go into such a high-stakes transaction at a disadvantage. In a competitive market, having someone solely focused on your interests can be the difference between securing the right property and missing out altogether. That’s why we’re seeing growing demand for buyer representation — people want support, clarity and someone firmly on their side.”
Regina said the pace of the market is a key factor driving demand for buyer representation. “It’s an understatement to say how competitive things are right now. Supply is shrinking, and when a property comes to market, it can move to sale agreed very quickly. Buyers who aren’t prepared or don’t fully understand the process can miss out, and that creates a lot of frustration and anxiety.”
She added that many buyers are also approaching their search without a clear strategy, which can further complicate the process. “People need to be focused on what actually matters to them —location, proximity to work, schools, family. There’s no value in viewing properties outside of that criteria. A buyer’s agent helps bring discipline and clarity, which is crucial in a market like this.”
Changing consumer behaviour is also reshaping how transactions take place. Regina noted that a significant proportion of offers are now being made outside traditional business hours, reflecting the realities of modern working life.
“We’re seeing up to 40 per cent of offers coming in outside of office hours, with many buyers engaging late at night or in the early hours of the morning,” she said. “That includes shift workers like medical staff who simply can’t operate within the traditional nine-to-five model. The way people buy property has changed, but in many cases, the systems haven’t kept up.”
The summit will also hear from Richard Rawlings, who will present on “Buyer Representation Lite,” a model designed to help agencies introduce buyer-focused services while developing new revenue streams in a changing marketplace.
Alongside the shift towards buyer representation, technology is expected to play a central role in the evolution of the sector. Companies such as Giraffe360 will showcase advanced tools, including 3D visualisations, video walkthroughs, drone capabilities and AI-driven marketing, aimed at improving transparency and accessibility for both buyers and sellers. The technology, already launched in the United States, is set to debut in Europe at the Waterford event.
Organisers say the event comes at a pivotal moment for the industry, as agents face increasing pressure to adapt to shifting consumer expectations and ongoing supply challenges. With buyer behaviour evolving and new models of representation emerging, the discussions in Waterford are expected to signal a broader transformation in how property is transacted across Ireland.
As Regina concludes, the responsibility now lies with industry professionals to lead that change. “It’s up to us as experts to guide and educate the market,” she said. “The consumer has changed, and the industry needs to change with them.”
Speakers at the Real Estate Agency Summit on June 11th will include Irish and international experts across estate agency, marketing and leadership, including Richard Rawlings, a multi-award-winning international estate agency trainer with over 40 years’ experience. Richard will be sharing his expertise on ‘Buyer Representation’.
The headline speaker at the event is a global expert in estate agency, Tom Panos. He is Australia’s number one real estate coach and one of the most influential figures in global estate agency. Panos has more than 30 years’ experience as an agent, business owner, auctioneer and coach and works with many of Australia’s highest-performing agents. His coaching approach combines real-world agency experience with evidence-based psychology and practical strategies that can be implemented immediately. The Waterford event will mark Panos’ first speaking engagement in Ireland.
Further details of the summit are available at https://therealestateagencysummit.ie/. The summit is backed by MyHome.ie as a platinum sponsor.
