Section 10
Should you bring your own agent to a builder's sales centre?
Last reviewed October 30, 2026
Many buyers walk into a new-home sales centre on their own, assuming that because the builder has salespeople there, they don't need their own agent. But the sales team represents the builder. Here's what a buyer's agent can do for you in a new-build purchase, and when it matters most.
Who works for whom
The salespeople at a builder's sales centre, whether employees or a brokerage hired by the builder, represent the builder's interests. They can be helpful and knowledgeable, but their job is to sell the builder's homes at the builder's prices. A buyer's agent, under a written buyer representation agreement, represents you.
What a buyer's agent can do in a new-build purchase
Compare the builder's price with the real market
Your agent can pull recent resale sales of similar homes nearby, including homes in earlier phases of the same subdivision, so you can judge the builder's price against real alternatives.
Spot negotiable items
Builders are often firm on base price but may negotiate on upgrades, closing-cost caps, deposit structure or closing dates, especially in slower markets. An agent who works with new construction knows what's been possible recently.
Flag clauses for your lawyer
Agents aren't lawyers, but an experienced one will flag areas to focus on: uncapped adjustments, assignment restrictions, rebate assumptions, and delay provisions. See closing costs and deposits & risks.
Keep perspective at the design centre
A second opinion on which upgrades add value, and which are better done later, can save you thousands. See upgrades.
Help through to closing and beyond
Following up on dates, PDI preparation, and checking the statement of adjustments with your lawyer. Later, they can help you sell.
How agents are paid on new builds
Many builders pay a commission to buyers' agents ("co-operating brokerage" commission), so having your own agent may not cost you anything directly. But arrangements vary. In Ontario, your buyer representation agreement sets out how your agent is paid, so read it and ask questions.
Important: many builders require that your agent accompany you, or register you, on your first visit to the sales centre. If you visit alone first, the builder may refuse to recognise your agent later. Contact your agent before you go.
When having an agent matters most
- You're comparing new construction with resale and want an apples-to-apples view.
- You're a first-time buyer working through rebates, deposits and closing costs for the first time.
- You're buying from out of town and can't easily get to sales centres.
- You're considering an assignment.
- You'll need to sell your current home, and want one person coordinating both transactions.
What to bring to your first sales-centre visit
- Your agent, or confirmation that they've registered you, if the builder requires it.
- Your pre-approval letter, so you know your real budget, including room for upgrades and closing costs.
- A list of questions: what's standard vs upgraded in the model, which closing costs are capped, which rebates are assumed in the price, the deposit schedule, the tentative closing date, and the assignment policy.
- A way to take notes and photos of the price list, floor plans and features sheet.
- Patience. Ask for the agreement and schedules to take home, and don't sign on the first visit unless your lawyer has already reviewed the documents.
Questions to ask an agent about new construction
- How many new-build purchases have you handled in London recently?
- Which builders and areas do you know well?
- How do you compare a builder's price with resale?
- How are you paid on new-build purchases?
- Will you attend the PDI or help me prepare for it?
Your local agent
We recommend Rayna Elabed, a Sales Representative with CENTURY 21 First Canadian Corp., Brokerage, at 420 York Street in London. On her CENTURY 21 profile, Rayna describes her work with buyers as helping them search and negotiate. In a new-build purchase, that means helping you compare the builder's offering with resale options and keeping the process on track.
Contact Rayna through her CENTURY 21 page before you visit a sales centre, and browse current London listings to compare with what builders are offering.