How to Choose an Estate Agent: A Seller's Guide

Choosing the right estate agent is one of the first decisions you'll make when selling your home, and one of the most important. Get it right and your property sells smoothly at a strong price. Get it wrong and you risk delays, price reductions, and unnecessary stress.

The agent you pick affects how your property is marketed, how quickly it sells, and how much you get for it.

Most sellers interview one agent, pick the one who gives the highest valuation, and sign a lengthy contract. That's usually a mistake.

Get at least three valuations

Invite at least three agents to value your property. This gives you a range to work with and helps you spot the outlier.

Be cautious of the agent who values highest. Overvaluing to win instructions is a common tactic, the agent prices your home above market value to secure your business, then pushes for reductions a few weeks later when viewings are slow.

A property that starts overpriced and gets reduced often sells for less than it would have at the right price from the start. The "reduced" tag on property portals signals to buyers that demand has been weak.

Cross-reference valuations with recent sold prices directly on Property Looker. This gives you a grounded view of what buyers have actually paid, not just what agents are suggesting.

How to compare agents properly

When you speak to multiple agents, don't just compare valuations.

Look at:

• Pricing strategy — can they clearly explain how they arrived at the figure
• Local track record — have they sold similar properties nearby?
• Time to sell — how long do their listings typically stay on the market?
• Price achieved — how close do they get to asking price?

You're not choosing the most optimistic agent, you're choosing the most credible one.

Understand the fee structure

Estate agent fees are negotiable. The average in the UK is around 1–1.5% including VAT, but most agents will adjust, especially if you have competing quotes.

The key terms:

• Sole agency — one agent markets your property. If you find your own buyer, you pay nothing. This is the most common and usually the cheapest option.
• Sole selling rights — one agent, but you pay commission even if you find the buyer yourself. Avoid this unless you have a specific reason.
• Multi-agency — multiple agents compete to sell. Only the one who finds the buyer gets paid, but the fee is higher — typically 2–3% or more.

Always confirm whether the quoted fee includes VAT.

Read the contract carefully

Before you sign, check:

• The tie-in period, how long you're locked in. Four to eight weeks is reasonable. Anything beyond twelve weeks should raise questions.
• The notice period, how much warning you need to give before leaving. Twenty-eight days is standard.
• Whether there's a withdrawal fee if you take the property off the market.
• Whether there's a "ready, willing and able purchaser" clause, this means you owe the fee if the agent finds a buyer, even if you decide not to sell.
• The introductions clause, after you leave, the agent can claim commission on any buyer they introduced. Ask for a written list of all introduced buyers before you switch.

If the contract was signed at your home rather than the agent's office, you usually have a 14-day cooling-off period under consumer law.

What to ask before you sign

• How many properties like mine have you sold in this area recently?
• What percentage of your asking prices do you actually achieve?
• What's your marketing plan — professional photography, virtual tours, portal listings, social media?
• Will you conduct viewings, or is that left to me?
• How often will you update me, and how?
• Are you a member of a redress scheme?

All estate agents are legally required to belong to either The Property Ombudsman or the Property Redress Scheme. If they're not, walk away.

High street vs online agents

High street agents typically charge 1–2% of the sale price and are paid on completion. In return, you get local knowledge, accompanied viewings, and negotiation support.

Online agents usually charge a fixed fee, often £500–£1,500 and some require upfront payment whether the property sells or not. You'll likely handle viewings yourself and deal directly with buyers.

For some sellers, online agents work, particularly for straightforward properties in high-demand areas. But many underestimate the impact of pricing and negotiation. A small difference in sale price can easily outweigh any saving on fees.

The most common mistakes

• Choosing the agent who gives the highest valuation
• Choosing purely on the lowest fee
• Not reading the contract carefully
• Not checking the agent's local track record
• Not comparing at least three agents

The bottom line

The right agent isn't the one who tells you what you want to hear.

It's the one who can demonstrate they sell properties like yours, in your area, at realistic prices, and can explain exactly how they'll do it.

Thinking of selling?