How to choose an estate agent

Whether you’re selling your family home, buying your first place or trying to do both at the same time, one of the earliest decisions you’ll face is choosing an estate agent. And it’s a decision that can genuinely affect your outcome; the price you get, the price you pay, how long the whole thing takes and how stressful it feels along the way.

As home conveyancers, we come into the picture on the legal side once your sale or purchase is agreed. But because we work alongside estate agents every single day, we understand what good looks like. We see which agents keep things moving, which ones communicate well and which ones genuinely go the extra mile. Here’s our inside take on how to choose the right one. 

It’s tempting to just go with the agent who seems nicest in person, and personality does matter. But before you get to the chemistry test, it’s worth doing a bit of homework on actual performance. 

The HomeOwners Alliance has a free comparison tool that lets you compare agents in your area based on how quickly they sell, how often they achieve the asking price and their overall success rate. If you’re a first-time buyer, this kind of research matters too. A well-connected local agent will often hear about properties before they hit the listings boards, and they’ll know which streets and areas are up-and-coming and which ones to avoid.

For sellers, the numbers really speak for themselves. Rightmove reported that the average time to find a buyer in 2025 ranged from around 59 to 77 days. The full journey from listing to legal completion about six months. A strong agent can meaningfully shorten that first phase, which has a knock-on effect on everything else.

If you’re selling, get at least three agents round to value your home. And if you’re buying, ask the agent how they arrived at the guide price for any property you’re serious about, it gives you useful intel for your offer.

Before the agents arrive, spend half an hour on Zoopla or the Land Registry looking at sold prices on your road and nearby streets. That way you’ll know whether an agent’s figure is grounded in reality or just designed to win your business. 

Overpricing is a common issue, it feels flattering, but a price that’s too high often leads to the property going stale and eventually selling for less than it would have at the right price from the start. HomeOwners Alliance research found that homes sold within 10 to 11 days of listing tended to achieve the strongest final price.

Go to Rightmove or Zoopla and look at the agent’s current listings. Are the photos well-lit and properly composed? Are the descriptions thoughtful, or just room dimensions? Do they use floor plans and virtual tours? Are listings shown the same care regardless of house value?

This matters whether you’re buying or selling. As a seller, you want your home presented at its absolute best, Rightmove gets over 5.7 million searches a month in the UK, so your listing is competing with many others.  Zoopla Research found that homes with professional photography sell around 32% faster and can achieve 7 to 9% higher prices.

If you’re a first-time buyer, you might assume estate agents only really work for the seller. Technically, the seller pays the commission, but in practice, a good agent makes the process better for everyone. They’ll arrange viewings that suit your schedule, give you honest information about the property and the area, and help manage the chain so things keep moving after your offer is accepted.

Agents act as a bridge between you and the seller during negotiations. They understand what the seller needs, a quick completion, flexibility on dates, a chain-free buyer, and they can help you position your offer in the strongest way. If you’re buying and selling at the same time, having a good agent on both sides makes a real difference to how smoothly the whole thing runs.

The average estate agent fee in the UK sits at around 1.42% of sale price for a sole agency agreement. On a home selling at roughly the UK average of £292,000, that’s about £4,150. For multi-agency arrangements, fees are higher, around 3% to 3.6% including VAT.

Negotiating may be possible. Try not to make the fee the only thing you focus on. An agent who charges a bit more but consistently achieves the asking price could easily save you far more than the fee difference. On a £300,000 property, a 2% shortfall in sale price is £6,000, which dwarfs any saving on commission. Think of it as value, not just cost.

Nobody enjoys reading small print, but estate agent contracts can contain a few things worth spotting before you sign. The main one is the tie-in period, the length of time you’re committed to that agent, usually 8 to 16 weeks. Check whether you’re signing sole agency (you only pay if they find the buyer) or sole selling rights (you’d owe the fee even if your neighbour made an offer directly).

Check for “ready, willing and able” clauses, these mean you could owe fees even if you decide not to sell. And check whether photography, floor plans and portal listings are included or charged separately. 

Communication. From our side of the process, we can always tell when someone has an agent who keeps in touch, things just run more smoothly. Enquiries get chased, questions get answered and the chain keeps moving.

Pay attention to the basics during your first meetings. Did they turn up on time? Did they follow up when they said they would? Ask who your day-to-day contact will be, how often they'll update you, and whether you'll have a named point of contact throughout the process.

Once you’ve picked your agent, you’ll need a conveyancer to handle the legal side. Your agent may suggest one, and sometimes that recommendation is perfectly fine. But you’re under no obligation to use their preferred firm. Agents may receive a referral fee for these introductions, so it’s always worth looking at your options and speaking to friends and family. Remember to look at online reviews too, check Trustpilot and Google Reviews for transparent feedback from real customers.

Your quick checklist before you sign with anyone

Choosing an estate agent usually comes down to a mix of facts and gut feeling. Run through this quick checklist before you commit and then trust your sense of who you’d feel confident working with.

Track record

• How many properties have they sold in your area recently?
• What's their average time from listing to completion?
• Are they getting close to asking price, or consistently underselling?
• Will your property get professional photography and floorplans?
• Where will it be listed, Rightmove, Zoopla, their own site, social media?
• Do they offer video tours?

What's included in the fees?

• What's the total percentage of sale, and is VAT included?
• Are there any upfront costs or hidden charges for marketing?
• What happens if you want to switch agents, are there tie-in periods or withdrawal fees?

The contract

• How long is the sole agency agreement?
• What notice period do you need to give?
• Are there any charges if the property doesn't sell?

How will they communicate?

• How often will they update you, and through what channel?
• Will you have a dedicated point of contact or speak to whoever's available?
• How do they handle viewings, accompanied or unaccompanied?

Good luck with your move. And when you’re ready to sort the legal side, we’ll be here.