In Arizona it is illegal to fix the commission rate. It is negotiable between agency and the seller as it should be.
Sure, you can hang a sign on the telephone pole on the main road outside your neighborhood indicating you've got an open house this weekend. You can put an ad in the local papers...
Honestly, there's not that much to selling a property. I've sold literally dozens in my lifetime. I've never used an agent. It is, however, a good idea to get yourself a real estate attorney. A transaction can usually be completed for under $1,500 in attorney's fees. Unless you've got a property in a lousy neighborhood, I really don't think the average person needs an agent to market their home.
Also, with the internet, I can't see why the average person needs an agent to buy a home. Remember the more people you have taking a cut of the selling price, the higher that price needs to be.
I understand some people want or need Cadillac service, but I don't think the average Joe falls into that category.