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How to find the best estate agent

Choosing an estate agent is important – but how do you separate the good agents from the bad? Our expert guide will help you find the best estate agent

Remember: the agent works for you

When you sell property, it’s vital that you find the best estate agent for you. It’s wise to keep in mind that estate agents work for commission, which means that you’re in a strong position – if they don’t sell your property, they don’t get paid. You may feel pressure from them to accept an offer, but it’s important to remember that the decision to accept is yours alone.

Choosing a sole or multiple agent

The first decision you have to make is about how many estate agents you should use. Clearly, if you are going for a multiple agency agreement, then you can just put your property on with any agent you like, and you don’t really have to chose between them.

Select a shortlist of estate agents

When it comes to choosing a the best estate agents, it helps if you can shortlist your options to three. Use the list below to help you draw up a shortlist, then invite the handful of estate agents round to do a valuation.

  • Ask family, friends and neighbours – it’s always good to have a personal recommendation
  • Compare local estate agents based on the facts: how quickly they sell property, how close they come to achieving the asking price and how successful they are. Our free, impartial EstateAgent4Me tool gives you this data instantly for the estate agents in your area.
  • Make sure the agent has experience of selling property like yours. Check there are properties similar to yours on their website.
  • Look at the properties that the agent sells on Zoopla and Rightmove. Are the pictures well taken, and the descriptions clear and relevant?
  • Do not feel pressured to hire the estate agent you bought your house from. Obviously, if you were impressed by how they sold your house to you, you might decide to go with them again
  • What is their viewing policy? Check they will accompany potential buyers when you are out.
  • Find out about their standard terms & conditions, particularly what is their standard commission rate and typical tie in period before you can break the contract if you are unhappy with them?

Find out how good they are

When the estate agents come round for a valuation, it’s a good opportunity for you to ask them some further questions to help find the right one to sell your home. You should ask:

  • How quickly do they sell homes on their books? What’s their track record with achieving the asking price? How likely are they to sell a home?
  • What is their reasoning behind the value they’ve given your property?
  • Are they members of an accredited independent ombudsman service? Either the Property Ombudsman or the Property Redress Scheme
  • Will details of your property be shared with their colleagues? It’s good if more than one person in the office can talk enthusiastically and with knowledge about your property
  • What would they do if your property was not selling as well as expected?
  • Are they open at weekends? A surprising number of agents only work during the week, and perhaps do half day on Saturday, which means they are less accessible to potential buyers

Don’t be fooled by the valuations they give

Agents know that one of the main reasons people pick them is the valuation they give. They take two general approaches:

  • Some agents give deliberately optimistic valuations, to make you think you can get a higher price with them, and then try and talk you down after you have chosen them
  • Some agents insist they are giving a realistic price, and tell you not to be fooled by falsely high valuations

The agent should come armed with evidence of local sold prices to support their valuation, but make sure you use something like our free instant home valuation tool so you’re also armed with some knowledge about what your home should be worth.

It’s always advisable to take the advice of the estate agent, but it’s worth noting that it is you and not the agent who decides what price to put the property on at.

How much do estate agents cost?

In terms of fees, overwhelmingly, estate agents charge a percentage fee, which can be anywhere between 0.75% and 3.0%+VAT of the agreed selling price for  your home depending on the type of contract you opt for with your estate agent. See How many estate agents should I use?

You should negotiate with the estate agent on the fee and aim to get a fee that is 1% + VAT on the agreed sale price for a sole agency contract.

For higher value properties – such as over £500,000 – agents are often prepared to accept even lower fees, and perhaps go below 1% + VAT.

Fees normally exclude VAT, currently 20%. make sure you do the calculation and include VAT so you know your total cost.

You may be able to get your shortlisted agents to compete on cost, but make sure you understand all about estate agents fees before you make a decision.

How will they market your property?

One of the most important factors that will influence which estate agent you choose is how they plan to market your property. You need to understand what their plans are, and be comfortable with their approach. Ask them:

  • Which portals are they using? It is the big property portals you want to be listed on: Zoopla, Rightmove and Primelocation, and the relatively new OnTheMarket
  • Will they advertise your property in local newspapers? Which ones? If you are selling a more expensive property, will it feature in any national newspapers or magazines?
  • Will your property feature in their window? For how long?

Traps to watch out for in the estate agent contract

When you hire an agent, you will be bound by their terms and conditions, so it’s important to understand what to watch out for with estate agents’ contracts. Some of the biggest things to be careful of include:

  • Will you have to pay extra for marketing and other costs, such as preparing the property details or For Sale boards? Try to get a fee that includes all these expenses
  • Do they insist on “sole selling rights”? If so, it means that even if you find a buyer yourself, you still have to pay the agent their fee. If you do give away sole selling rights to an agent, it must only be for a very limited period.
  • Are you paying commission when they sell the property, or if they find a “ready, willing and able purchaser”? The latter would mean you still have to pay the agent a fee even if the sale falls through because you have had to pull out – such as if you lost your job. You should only use an agent who expects a fee as a result of exchange of contracts.
  • Does the agreement have a time limit? This allows you to change agent if you are not happy. A normal period is 12 weeks, but can be as little as four. Agents might not like it, but try to get a no-penalties notice period of two weeks.

What about online estate agents?

Online estate agents are much cheaper than conventional high street estate agents. But you pay this cheaper a fixed fee upfront and they vary in terms of what packages and prices they offer. You can view and compare online estate agents with our  comparison of online estate agents: which one should I use?

Fees for online estate agents vary, but can start as little as a £300 flat rate fee paid upfront. Other pricing plans vary, and most offer payment on completion – but that often costs more. If you want an estate agent to do things like conduct viewings, you are likely to pay extra, so many people choose to do the viewings themselves.

Online estate agents all have essentially the same marketing approach, which is to advertise your house online on websites like Zoopla, Rightmove, Primelocation. Some will also use national newspapers.

If you do want to use an online estate agent, get some local estate agents to value your home first to get the best idea of where to pitch the asking price.

Can I sell my home myself?

You don’t have to hire an estate agent, it is possible you can sell your home yourself. This has become even easier as more and more websites pop-up allowing you to list your home and market it to potential buyers. It’s worth noting that these websites won’t be allowed to market your house on the big property portals, so exposure to potential buyers will be limited.

If you can sell you home for the right price this way, you will save a lot of money. But beware that not getting the best price for your home can be much more costly than paying an agent. £5,000 off a £200,000 home may not seem like much but will completely erase any savings from not using an agent.

It’s also important to understand that you can’t list yourself directly on Zoopla, Rightmove and OntheMarket. They don’t take private listings, so you will need an estate agent, whether online, hybrid or high street, if you want to maximise exposure of your home to possible buyers. See our guide Should I sell my home myself for more information

Final thoughts when choosing an estate agent

Make sure you get along with your estate agent, and that you trust them. They will be the first point of contact for any potential buyers, so you need to make sure that they will represent you and your property well.

Remember to read the contract carefully and check your sole agency tie in period and required notice period. If you don’t understand something, ask. If you are not happy in any way do not sign the contract. If you’re not sure about the contract you can join the HomeOwners Alliance and we will look over it with you.

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  1. I have watched the video on finding a suitable Estate agent – but there are ways that they find to get around these tips. I have had Estate agents come round and put a valuation on my property – without considering the area or the condition of the house. Their valuation was the same as properties that were in poor condition in a much lower standard area. I discovered that they were quoting the same blanket valuation to all houses no matter where the houses were situated. I have had Estate agents come around and advise that I put my property up of rent rather than sell. I have had valuations placed on my house ranging from 120K to 230K (North West England) I have seen some Estate Agents place a ‘under offer’ on properties within days of being place up for sale. While another agent will give a low valuation on properties just to hand them over to colleagues in the rental markets, or to sell to property developers. To be quite honest – there is not one Estate Agent that I feel that I can trust.

    Comment by Marvin — March 15, 2019 @ 7:00 pm

  2. Hi Jane, we cover the whole of the UK. Best wishes, Sally.

    Comment by Sara Hind — February 11, 2019 @ 2:49 pm


    Comment by Jane Goulding — February 7, 2019 @ 12:57 pm

  4. Thanks Jay, for your comments.

    best wishes,
    HomeOwners Alliance

    Comment by Sophie Khan — September 29, 2017 @ 3:42 pm

  5. Thanks for the tips in watching out for the real estate agent traps. I agree that if you find the buyer on your own and it didn’t come from your agent they shouldn’t take credit and you need to make sure that is in the contract.

    Comment by Jay Jorgenson — September 29, 2017 @ 2:55 am

  6. Superb publish. this is i was looking for.

    Comment by carol — March 15, 2016 @ 12:21 pm

  7. Some really great and detailed information here, thanks. It’s important to be mindful and ask lots of direct questions, from the obvious ‘how much will you charge’ to the perhaps less obvious ‘what happens if we disagree on something’? Don’t be afraid to ask lots of interrogative questions, it just makes you all the more savvy and their responses will be a great gauge for how easy they are to work with and how competent they will be at selling your home.

    Comment by Anna — January 19, 2016 @ 11:26 am

  8. Thanks a great help.

    Comment by Graham cunningham — December 29, 2015 @ 2:41 pm

  9. Hi ! Me Lily khan. This is the nice article for choosing estate agent. for choosing category charge is the main option for this. The article will help us more. Thank you.

    Comment by Lily Khan — November 23, 2015 @ 8:08 am

  10. Hi, nice article – choosing an estate agent is quite a difficult task and can depend on where you live, I have noticed a great deal of agents popping up in our area which are offering crazy prices, this makes you wonder if they will put a much effort into trying to sell your property as they would with the higher value ones. Something also to consider is if they are with Rightmove and any other portals which can help get awareness for your property.

    In the end we went with an established agent who charged a slightly higher percentage and were glad we did – we haven’t sold yet but we get regular updates and have had a few viewings already.

    My advice – don’t always choose the cheapest, ask around & check what other people use.

    Hope that’s helpful

    Comment by Keith — October 5, 2015 @ 8:32 am

  11. that is very useful tips. how to choose estate agent.

    Comment by dr. Tubagus — June 20, 2015 @ 5:43 pm

  12. the information on your website was and has been very helpful.
    Thank you

    Comment by monique Tennant — June 8, 2015 @ 8:45 pm

  13. Great article. I’m currently looking to appoint an estate agent to sell my home, and came across a site that helps you compare agents based on historical performance – interesting idea, worth checking out!

    Comment by Sebastien Powell — May 20, 2015 @ 4:57 pm

  14. This checklist was really useful! Ended up going with Autograph Estate Agents. They ticked a lot of the boxes and had a great energy.

    Comment by Anna — May 4, 2015 @ 1:05 pm

  15. I’m disappointed to see that there is absolutely no mention of the period of time after sale agreed i.e. the conveyancing process. Quality agents will argue that this is where the bulk of the hard work goes. Most agents can put up a board and place the property on various websites etc. Effecting a sale is the easy part, getting it to contract not so. Solicitors generally are not under pressure to complete a transaction as they’re paid regardless, they are also distant and remote and many sellers find that their agents become the main point of contact. Whilst negotiating your 1% fee, stop and consider whether your cheap agent has the incentive to work hard for you, right up to the finishing post.

    Comment by Georgina — November 11, 2014 @ 8:54 am


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