I'ld recommend that you get further clarification from all of them.
1.On top of commission, what will each charge you for signage?
2. On top of commission what will each charge you for myhome.ie.
3. On top of commission what will each charge you for other media advertising.
In relation to the smaller guy (and others), you could drop a note into a property that he has a sign outside, with your phone number, asking can you speak with the owners regards their impressions of the agent. I did that before and got invaluable feedback........so invaluable that I sold privately!