Using the "non big names" sometimes helps a lot. Sought of like specialists of the area. I know the lady who sold our house was the specialist in our area running her own agency, she charged us 3%. People we bought from where using a specialist (small agency) in that area, and they got charged 3.5%.
I think this is more reasonable. In the same breathe, the so called small specialist in lonehill will charge you 7.5% standard, and won't deviate from that.
Funny thing, our house was sold without a show day with just 2 people coming to look at it. In the same complex for the same price using a "big agency" our neighbours still haven't found a buyer 5 months later.