Most buyers think that if they deal with the developer direct they will get a better deal on a loft. The truth is that when you walk in there, you have no clue what their units are selling for and even tough you might think that you are getting a deal most likely will not be the case.

Agents that are familiar with the loft market, walk into these buildings everyday and have personal relationships with the sales people, they also have past clients that purchase in the same project and know what kind of deals they can get.
This is also true if you are using an agent that is not familiar with the loft market, most likely you will overpay for your loft, since your agent is not familiar with the projects.