How to Choose an Estate Agent: 10 Questions to Ask Before Signing

1. What is your fee, and what exactly does it include?

Fee structures vary widely. The UK average sits at roughly 1.42% including VAT, but in London expect anything from 1.5% to 2.5% plus VAT depending on the borough, property type and level of service. Always ask for a written breakdown: does the percentage cover professional photography, floor plans, Energy Performance Certificate (EPC), premium portal placement on Rightmove and Zoopla, and accompanied viewings? Some agents quote a headline rate but levy extra charges for Enhanced Listings, social-media advertising or premium branding.

Watch for tiered commission models—where the agent earns a higher percentage if the sale exceeds a threshold—and be certain you understand cancellation terms. According to the HomeOwners Alliance, roughly one in five sellers switch agent mid-campaign, often because hidden costs or lacklustre service only become apparent weeks in. Request an itemised quote in writing and compare at least three agencies on identical assumptions before making your decision.

2. What is the contract length, and can I leave early?

Standard sole-agency agreements run between eight and sixteen weeks, but some agents push for twenty-four weeks or even rolling contracts with punitive exit clauses. The Competition and Markets Authority has reminded agencies that lock-in terms must be fair and transparent, yet we still see contracts that charge the full commission even if you withdraw the property or switch agent.

Always clarify the notice period in writing. A reasonable contract will allow you to terminate on four weeks' notice after an initial fixed term—typically twelve weeks—without penalty, provided the property has not exchanged. If an agent insists on a six-month tie-in with no break clause, treat it as a red flag: confidence in their service should not require locking you in for half a year.

3. How will you market my property, and where will it appear?

Every credible London agent will list on Rightmove and Zoopla as standard, but dig deeper: will your property appear on OnTheMarket, international portals such as Homes & Property or specialist luxury platforms if appropriate? Ask to see a written marketing plan that covers professional photography (including twilight or drone shots for premium homes), floor plans, virtual tours, social-media campaigns, email to the agent's database and print advertising in relevant local or national titles.

Request examples of recent listings similar to yours. The quality of copywriting, imagery and presentation varies dramatically, and a poorly lit photograph or generic description can cost you serious interest. Some founder-led agencies such as Seymont London work on a bespoke content model, tailoring every element to the individual property rather than using template text, and it is worth asking any prospective agent how they differentiate your home in a crowded market.

4. What is your average time to sale, and how does it compare locally?

HM Land Registry and OnTheMarket data show that the average London residential sale takes roughly sixteen to twenty-four weeks from initial listing to completion, though the figure varies by price bracket and borough. An agent who consistently closes in twelve to fourteen weeks either has an exceptional buyer network or is pricing aggressively; an agent averaging thirty weeks may be over-valuing to win instructions.

Ask for their median days-on-market for properties in your price range and postcode over the past twelve months, and request evidence—anonymised screenshots of their sold portfolio or a summary report. Cross-reference those figures with public sold-price data on the Land Registry or via our sold-prices tool to verify claims. Be wary of agents who quote only their fastest transactions or refuse to provide substantive data.

5. How do you qualify buyers, and who conducts viewings?

Unqualified viewings waste time and can signal to the market that your property is struggling. A diligent agent will insist on proof of funds or a mortgage agreement in principle before booking any appointment, and will pre-qualify every enquiry by phone to ensure genuine interest and appropriate budget.

Equally important is who shows prospective buyers around. Accompanied viewings conducted by a trained negotiator who knows the property inside-out typically convert at a far higher rate than unaccompanied access or viewings by a junior administrator. Ask what proportion of their viewings are accompanied, and whether the same person who conducts your valuation will also handle your viewings and negotiate offers. Continuity and expertise matter, particularly in nuanced sales where local knowledge or architectural detail can tip a hesitant buyer into commitment.

6. What is your sale-to-listing ratio, and how many live instructions do you carry?

An agent's fall-through rate reveals much about their pricing discipline and negotiation skill. According to Which?, roughly one in three UK property sales fail between accepted offer and completion, though stronger agents achieve ratios well above 70%. Ask directly: of the last twenty properties you brought to market in this postcode, how many exchanged contracts, and how many fell through or were withdrawn?

Simultaneously, check how thinly their resource is spread. An agent juggling two hundred live listings cannot offer the attention a complex or high-value sale demands. Boutique or founder-led agencies may carry fewer properties but dedicate senior expertise to each; larger chains benefit from brand reach but can treat individual vendors as volume business. There is no single right model, but you deserve transparency about where your sale will sit in the priority queue.

7. How do you determine the asking price, and will you provide a comparative market analysis?

Valuation is both art and science. A credible agent will present a written comparative market analysis (CMA) showing recent sold prices for similar properties within a quarter-mile, adjusted for size, condition, aspect and market timing. They should also explain current buyer demand, stock levels and any macro factors—interest-rate changes, stamp-duty thresholds, seasonal patterns—that affect your segment.

Beware the agent who offers the highest figure without substantive evidence: over-pricing leads to stale listings, price reductions and ultimately a lower achieved price than a realistic initial ask. The HomeOwners Alliance notes that properties reduced after four weeks on market sell for an average of 5% below comparable homes priced correctly from the outset. If two agents' valuations differ by more than 5%, ask each to justify their number with specific comparables and be prepared to instruct the one with the stronger rationale, not simply the higher figure. Our valuation service provides a no-obligation CMA and transparent pricing discussion as standard.

8. What happens if we receive multiple offers or a sealed-bid situation?

In a competitive market or for a particularly desirable property, you may face multiple interested parties. Ask how the agent manages that process: will they run a formal best-and-final round, communicate transparently with all bidders and verify each party's position before advising you? Ethical agents will never invent phantom offers to drive up price, a practice prohibited under the Estate Agents Act 1979 and enforced by Trading Standards.

Request their protocol in writing. A professional approach includes confirming every offer in writing, documenting the buyer's chain position, mortgage status and proposed timescale, and advising you on risk as well as headline price. The highest bid is not always the best bid if it comes from a buyer in a fragile chain or without finance in place.

9. Are you part of a redress scheme and covered by professional indemnity insurance?

By law, all UK estate agents must belong to a government-approved redress scheme—currently The Property Ombudsman, Property Redress Scheme or RICS-regulated firms under RICS dispute resolution. Membership ensures you have independent recourse if something goes wrong. Ask which scheme the agent belongs to and request their membership certificate.

Professional indemnity insurance (PII) is equally non-negotiable. In the unlikely event of negligent misrepresentation, negligent valuation or breach of duty, PII protects you financially. Any agent unwilling to confirm their redress membership and PII cover in writing should be struck from your shortlist immediately.

10. Can you provide references from recent clients in my area?

Third-party reviews on Google, Trustpilot or AllAgents offer useful insight, but also ask for direct references—two or three recent sellers in your borough or price bracket willing to share their experience by phone or email. A confident agent will have a roster of satisfied clients happy to vouch for their service.

When you speak to references, ask specific questions: Did the sale proceed smoothly? Were viewings well-managed? Did the agent communicate proactively, particularly when problems arose? How did the achieved price compare to the initial valuation? Listen for consistency across multiple testimonials and watch for generic praise that sounds scripted. Honest feedback, including any challenges and how the agent resolved them, is far more valuable than a flawless five-star review that may have been cherry-picked.

Thinking about selling or letting in London? Book a free, no-obligation valuation with our team and receive a comprehensive market analysis, transparent fee structure and a clear marketing plan tailored to your property.