actually most properties on pure portugal are listed by the owners... prices do vary in portugal, mainly due to owners asking for what they want or think they can get. but everything is always negotiable.
several estate agents also advertise, and they have their own contract with the owner, which is normally 5 to 8%. the advertising fee comes out of this. so the owner is paying no more than they would do anyway.
yes, there are some unscrupulous websites, who put deposits on properties then advertise them for quite a bit more. there are also people trying to sell properties they dont own, and some buyers have been known to get stitched.
then there are businesses who are licensed to buy and sell property - they obviously make money somewhere.
my point was that its cheaper, and often more effective for sellers to list with a reputable advertiser, and end up paying only 2%, rather than the normal 5-8% - but then you dont get an estate agent showing the property for you... it all depends if you want that service.
either registered portuguese estate agents or registered and incorporated UK advertisers can be relied on. if they dont have a registered office and registered number that can be traced then yes there is some risk to both buyers and sellers.
i've seen some unscrupulous advertisers listing properties that they dont even know, just to get their google ranks up, and also advertising for 3x the real price. so yes, be careful.
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