How to choose the right estate agent
Your choice of estate agent will influence how quickly your home sells and how much you get for it. This guide gives you the questions to ask, the red flags to spot, and the things most sellers miss.
The most important thing: talk to more than one agent
The vast majority of sellers choose the first or only agent they speak to. This almost always results in a worse outcome — whether through an overinflated valuation, higher fees, or weaker marketing. Get valuations and pitches from at least three agents before deciding. ValuQ makes this easy — agents compete for your instruction without you having to contact each one individually.
8 questions to ask every estate agent
1.How many similar properties have you sold in my area in the last 6 months?
Why it matters: Active local presence is a strong indicator of market knowledge and buyer relationships. An agent who has sold 10 properties in your postcode recently knows the buyers, the price points, and the competition.
2.What comparable properties have you used to arrive at this valuation?
Why it matters: A good valuation should be backed by evidence. Ask to see the sold prices for the comparable properties they have referenced. If they can't show you, the number is guesswork.
3.How will you market my property and which portals will it be listed on?
Why it matters: As a minimum, your property should appear on Rightmove and Zoopla. Ask about professional photography (essential), floor plans (highly recommended), and any premium listing upgrades.
4.What is your average time from listing to sale agreed?
Why it matters: This varies by area and market, but it gives you a benchmark for expectations. If their average is significantly longer than other local agents, ask why.
5.What is your fee, and what exactly is included?
Why it matters: Get the full fee in writing including VAT, and clarify what is included: professional photography, floor plans, accompanied viewings, and sale progression support are not always standard.
6.What is the tie-in period and notice period in your contract?
Why it matters: Tie-in periods lock you into using that agent for a set time. Standard is 4–8 weeks for sole agency. Push back on anything longer. The notice period is how much warning you need to give before switching agents.
7.Who will be handling my sale day-to-day?
Why it matters: In larger branches, the person who valued your property is often not the same one managing your sale. Ask who your main point of contact will be, and meet them if possible.
8.How do you handle offers and negotiations on my behalf?
Why it matters: A good agent is an active negotiator, not just a message-passer between buyer and seller. Ask for an example of how they have handled a difficult negotiation in the past.
Understanding the different types of estate agent
Traditional high-street agent
Local knowledge, personal relationship, accompanied viewings, sale progression support, motivated by commission
Higher fees (1–2.5% + VAT), quality varies enormously between offices
Most sellers — particularly for complex sales or properties that need active marketing
Online / hybrid agent
Lower fees (often fixed £500–£2,000), listed on major portals
Often upfront payment (non-refundable if property doesn't sell), less local presence, self-conducted viewings common, limited sale progression
Sellers in competitive markets where any listing gets views, and those comfortable managing more of the process themselves
Auction
Fast (typically 28-day completion), legally binding once gavel falls, no fall-throughs
Fewer buyers, property may sell below market value, auction fees apply to both parties
Properties that need quick sale, unusual properties, or those in poor condition
The overvaluation trap — and how to avoid it
One of the most common and costly mistakes UK sellers make is choosing the agent who gives them the highest valuation. Agents know this — it is a well-documented tactic called "buying an instruction."
The pattern goes like this: the agent values your property at £50,000 above what it will realistically achieve. You sign up because you're excited by the number. The property sits on the market for 6–12 weeks with no offers. The agent then recommends a price reduction. By the time it sells, the property has gone stale and typically achieves less than it would have at the right price from day one.
How to protect yourself: Ask every agent to show you the comparable sold properties backing their valuation. If an agent's figure is significantly higher than others and they can't point to strong comparable evidence, discount it.
Let agents compete for your instruction
ValuQ sends your property brief to local estate agents who submit competing valuations. Compare them side by side — then choose the one you trust.
Get competing valuations — free