I wouldn't abandon your local friendly travel agent, remember he is the guy at the end of the line and at the start of all incoming flak. The travel agents "take" is small compared to the likes of Budget, Falcon etc. And this advice is coming from somebody (moi) who rents out his holiday apartment occasionally.
My advice is to shop around vigorously, ask questions, take stock, liaise with your wife/husband and family. I see people getting "screwed" financially come holiday bookings and from private apartment owners also.
There is another caper about i.e "we want a villa with private swimming pool brigade" - sounds great and upwardly mobile but how far is the villa from the nearest safe beach (I dont mean the beach at the bottom of a cliff with shifting sands). Keep asking questions regarding:- Walking distance to nearest beach, Walking distance from restaurants, shops, etc. One other thing, remember a 10 minute drive to the nearest safe beach could mean a further 45 mins looking for parking.