In the heart of south Dublin’s prestigious property market, a shocking revelation has rocked the real estate world, exposing a clandestine “mystery shopper” ploy that raises questions about trust, transparency, and ethics in the industry.
At the center of this controversy is Mullery O’Gara, a well-known estate agency in Terenure, Dublin, and its partner, Deirdre O’Gara. What began as a routine property valuation spiraled into a dramatic saga involving a UK businessman posing as a homeowner, leaving a property owner stunned and the Dublin estate agent community buzzing.
This article delves into the intricate details of this unfolding drama, of ranking for “Dublin estate agent mystery shopper”.
The Spark of Suspicion: A Low Valuation Raises Red Flags
In August 2025, a seasoned property investor and businessman decided to sell his 2,000-square-foot, four-bedroom, three-bathroom home in one of south Dublin’s most coveted neighborhoods.
With a high energy rating and a prime location, the property was poised to command a premium price.
The owner enlisted Mullery O’Gara, a Terenure-based estate agency led by Deirdre O’Gara and Pat Mullery, who boast over 50 years of combined experience in Dublin’s property market. Their website promises “unrivalled expertise,” “personalized service,” and “expert valuations” tailored to maximize results for clients.
However, when Deirdre O’Gara provided an initial valuation of €875,000 to €925,000, the owner’s instincts told him something was amiss. Having purchased the home brand new and rented it to medical professionals for 11 years, the property had been meticulously maintained, recently repainted, and fitted with new carpets.
Comparable properties in the area, including a smaller 113-square-meter, three-bedroom home with an A2 energy rating listed by Mullery O’Gara for €895,000, were hitting the market at €1 million or more. Seeking clarity, the owner decided to seek a second opinion—a decision that would unravel a web of deception.
The Mystery Shopper Ploy: A UK Businessman Named “Steve”
Determined to validate his suspicions, the owner contacted Keith Downey, managing director of Platinum Group, a company specializing in renovations and new-build construction.
Downey described O’Gara’s valuation as “mad,” estimating the property’s worth at closer to €1.3 million, given its condition and the high-end nature of the neighborhood.
Encouraged by Downey’s assessment, the owner reached out to Sherry FitzGerald, a prominent Dublin estate agency, to request an independent valuation. What followed was a bombshell revelation.
The Sherry FitzGerald agent seemed perplexed during the call. After the owner provided the property’s address, the agent revealed they had already visited the home, met the supposed owner—a UK businessman named “Steve”—and valued the property at €1.3 million to €1.4 million.
Confused and alarmed, the owner contacted two other agencies, Lisney Sotheby’s International Realty and DNG, only to discover that both had also been approached by “Steve,” who claimed ownership, arranged viewings, and received valuations in the same €1.3 million to €1.4 million range.
The Confrontation: Deirdre O’Gara’s Confession
Shocked by these revelations, the owner texted Deirdre O’Gara on August 8, 2025, demanding answers: “Deirdre, hold off on doing anything.
Someone called Steve brought [redacted] from Sherry FitzGerald into the house on Monday and said he owns the house. I’m on the way to the garda station to make a report.
Something very strange.” O’Gara’s response was swift and startling: “Stop. That was me!!! I need to explain it to you. It was only me checking Sherry’s out for a fee. I meant to say it to you but I honestly didn’t think you would mind.”
O’Gara admitted to orchestrating a “mystery shopper” scheme, enlisting the mysterious “Steve” to pose as the property owner to gauge rival agencies’ valuations.
She claimed it was a common practice, but insisted it should not have occurred without the owner’s consent. In a series of frantic messages, she pleaded, “I’m shaking over this. It’s not as it seems. Let me explain it to you.” The owner, however, was unconvinced, opting to keep all communication in writing for transparency.
The Fallout: Apologies and Accountability
The owner escalated the matter to Pat Mullery, O’Gara’s business partner, providing a detailed account of the incident. Mullery initially defended O’Gara, asserting that she had the owner’s best interests at heart and that pricing properties is “not an exact science.”
He suggested that their strategy was to set a realistic guide price to drive competitive bidding, a common tactic in Dublin’s heated property market.
However, when pressed by the Irish Independent, Mullery O’Gara issued a statement through a PR firm, acknowledging the error: “The company has sincerely apologized to the individual concerned for issues that arose in relation to the property. The mystery shop process should not have occurred without seeking the consent of the vendor.”
The Property Services Regulatory Authority (PSRA), Ireland’s regulatory body for the property sector, condemned the practice, stating it “does not condone” mystery shopping without a vendor’s consent and would investigate any formal complaints. Meanwhile, the property was sold through another agency for a figure close to €1.4 million, validating the higher valuations provided by Sherry FitzGerald, Lisney, and DNG.
Why This Matters: Ethics in Dublin’s Property Market
This incident shines a spotlight on the ethical challenges facing Dublin’s competitive real estate market in 2025. With property prices soaring and demand outstripping supply, estate agents are under pressure to deliver results.
However, resorting to deceptive tactics like mystery shopping without client consent undermines trust and transparency—core values emphasized in Google’s 2025 Core Updates, which prioritize high-quality, authoritative content and user trust.
Mullery O’Gara’s website touts their “unrivalled mix of experience, local knowledge, and personal service,” but this scandal raises questions about their commitment to these principles.
The lack of clarity about “Steve’s” identity or his connection to the firm further fuels speculation and distrust. For property owners, this case underscores the importance of due diligence, seeking multiple valuations, and verifying an agent’s practices before entrusting them with a significant asset.
Conclusion: A Cautionary Tale for Dublin’s Property Owners
The Dublin estate agent mystery shopper scandal serves as a stark reminder of the importance of vigilance in the real estate industry.
For property owners in south Dublin and beyond, this incident highlights the need to work with reputable agents who prioritize transparency and client consent. As the property market continues to evolve in 2025, trust remains the cornerstone of successful transactions.
If you’re navigating Dublin’s real estate landscape, consider seeking multiple valuations, verifying agent credentials, and staying informed about industry practices to avoid falling prey to deceptive tactics.
For more information on Dublin’s property market or to report concerns about estate agent practices, visit the Property Services Regulatory Authority. If you’re considering selling your home, ensure your agent aligns with the ethical standards you deserve.
About the Author
