Journal
15 Questions to Ask an Estate Agent Before Putting Your Home on the Market
By Seymont London ·
Before instructing an estate agent to sell your London home, you need answers to 15 critical questions covering fees, marketing strategy, track record and contract terms. Asking the right estate agent questions upfront can save you thousands of pounds and weeks of delays—yet most vendors meet two or three agents, listen to valuations, and sign with whoever quotes the highest price. According to research by the HomeOwners Alliance, roughly one in four sellers switch agents mid-sale due to poor communication or underperformance, a costly mistake that resets the clock and damages buyer confidence. This guide walks through the selling questions and valuation questions that separate competent professionals from chancers, complete with 2026 fee benchmarks, timeline data and red flags to watch for.
Fee Structure and What's Included
Start by asking exactly what the agent charges and what that fee covers. The UK average estate agent fee in 2026 sits at approximately 1.42 per cent including VAT, according to Rightmove and TheAdvisory, though London fees typically range between 1.5 and 2.5 per cent plus VAT depending on the borough and property type. Clarify whether the quote is sole agency, joint sole or multi-agency—sole agency is almost always cheapest—and confirm in writing what services are included: professional photography, floor plans, Energy Performance Certificate arrangement, accompanied viewings, and portal listings on Rightmove, Zoopla and OnTheMarket.
Ask whether there are additional charges for premium listings, social media advertising, or professional staging advice, and insist on a comprehensive breakdown before you sign. Some founder-led agencies such as Seymont London work on transparent, itemised fee structures that spell out every cost, but others bury extras in the small print. If an agent quotes a headline rate well below the market average, probe what has been stripped out—you may find viewings are unaccompanied, photography is a smartphone snap, or the contract locks you in for six months with punitive exit clauses.
Valuation Methodology and Market Evidence
Any agent can pluck a figure from the air; the question is how they arrived at it. Ask which recent comparable sales they used, how close those properties are to yours in terms of location, condition and specification, and whether the comparables were asking prices or actual sold prices. HM Land Registry data, which you can also review independently via our sold prices tool, provides the only reliable record of transaction values, yet some agents cherry-pick asking prices from Rightmove to justify an inflated valuation and win your instruction.
Request a written valuation report that lists at least three to five comparables with addresses, sale dates and achieved prices, adjusted for differences in square footage, finish and outside space. Ask how current market conditions—interest rates, local supply levels, seasonal trends—affect the recommended asking price, and whether the agent foresees any need to reduce within the first four to eight weeks. A professional valuation acknowledges a realistic price range rather than a single headline number, and an honest agent will explain both the optimistic ceiling and the prudent floor.
Finally, ask the agent what percentage of their listings sell at or above the original asking price versus those that require reductions. According to Rightmove, properties that come to market overpriced take on average 30 per cent longer to sell and often achieve less than homes priced correctly from day one, because early buyer interest is squandered and the property becomes stale.
Marketing Strategy and Online Reach
Estate agent questions about marketing separate the proactive from the passive. Ask which portals your listing will appear on—Rightmove and Zoopla are non-negotiable in London—and whether the agent will refresh the listing or add new photographs if the property does not sell within a set period. Enquire about their social media presence, email database size, and whether they run targeted paid advertising on platforms like Facebook and Instagram for properties in your price bracket.
Request examples of recent property particulars and virtual tours the agency has produced, and compare the quality of copywriting, photography and floor-plan draughtsmanship. Poor-quality images and generic descriptions cost vendors thousands; research by Which? found that listings with professional photography receive 47 per cent more online enquiries than those with amateur shots. Ask whether the agent offers twilight or drone photography for properties with gardens or views, and whether video tours or 3D walkthroughs are included or available as upgrades.
Dig into their approach to buyer matching: do they proactively contact registered buyers whose criteria match your property, and how quickly after instruction? The best agents telephone and email their warm database within 24 hours of a new listing going live, generating early viewings and competitive tension before the property even appears on the portals.
Track Record, Local Expertise and Time to Sale
Ask how many properties the agent or branch has sold in your postcode or immediate neighbourhood over the past 12 months, and what their average time from listing to sale agreed was. London sales in 2026 take roughly 16 to 24 weeks from instruction to completion according to HM Land Registry and HomeOwners Alliance data, though this varies by borough and price band. An agent with a strong local track record should be able to quote their own median time on market and explain how it compares to the area average.
Request references or case studies from recent sellers in similar properties, and check online reviews on Google, Trustpilot and allAgents.co.uk. Look for patterns in feedback: do vendors praise communication and proactivity, or complain about chasing for updates? Ask the agent directly how many active listings they or their negotiator currently manage—if the figure is above 15 to 20 properties per person, question whether you will receive the attention your sale deserves.
Also ask what percentage of their asking prices convert to sales agreed, and how that figure has trended over the past six months. A falling conversion rate may signal overvaluation to win instructions, a weak buyer database, or poor negotiation skills.
Contract Terms, Tie-In Periods and Exit Clauses
Before you sign anything, scrutinise the contract length and exit terms. Many London agents push for 12 to 16-week sole agency agreements, but eight to twelve weeks is fairer and provides a natural review point. Ask what happens if you are unhappy with the service: can you terminate without penalty, or will you owe the full commission even if the agent has demonstrably underperformed?
Check whether the contract includes a lock-out or tail clause that entitles the agent to commission if you sell to a buyer they introduced, even after the agreement has ended. Tail clauses of four to eight weeks are common and reasonable; anything longer should raise a red flag. Clarify exactly what constitutes an "introduction"—does a single enquiry suffice, or must the buyer have attended a formal viewing?
Ask whether you retain the right to sell privately during the agency period and, if so, whether you would still owe a fee. Some contracts permit private sales without commission; others do not. If you are considering selling through our team, review our standard terms on the sell page and compare the flexibility and transparency with other agents you meet.
Communication, Feedback and Reporting
Poor communication is the number-one complaint vendors make about estate agents. Ask how often you will receive updates—weekly is the professional standard—and in what format: phone, email, or a shared online portal. Enquire whether you will have a dedicated point of contact or will be passed between team members, and how quickly the agent commits to responding to your calls and messages.
After every viewing, you should receive detailed buyer feedback within 24 hours: what the viewers liked and disliked, whether they are serious, and any objections related to price, condition or layout. Ask the agent how they gather and relay this intelligence, and whether they use it to recommend pricing or presentation adjustments. Agents who simply report "the feedback was positive" without specifics are either not asking the right questions or not listening to the answers.
Finally, ask how the agent measures and reports their own performance. Do they provide data on portal views, enquiry volumes, viewing-to-offer conversion rates, and how your property compares to similar listings? Transparency here indicates an agent who treats your sale as a shared project, not a lottery ticket.
Thinking about selling or letting in London? Book a free, no-obligation valuation with our team by visiting our valuation page, and come armed with every question on this list.
Frequently asked
- What questions should I ask an estate agent about their fees?
- Ask for the exact percentage or fixed fee including VAT, whether it covers sole or multi-agency, and what services are included—professional photography, floor plans, EPC, portal listings and accompanied viewings. Clarify any extra charges for premium marketing, and request a written breakdown before signing. The UK average estate agent fee in 2026 is approximately 1.42 per cent including VAT, though London rates typically range from 1.5 to 2.5 per cent plus VAT.
- How do I know if an estate agent's valuation is accurate?
- Ask which recent comparable sales they used, request addresses and sold prices from HM Land Registry records, and check the comparables are genuinely similar in location, size and condition. A professional valuation includes a written report with at least three to five comparables and a realistic price range, not a single headline figure. Cross-reference the agent's valuation against actual sold prices in your area using tools like our sold prices page.
- What contract terms should I look out for when instructing an estate agent?
- Check the sole agency period—eight to twelve weeks is fair for London—and whether you can exit without penalty if the service is poor. Review any tail or lock-out clauses that entitle the agent to commission after the contract ends; four to eight weeks is reasonable. Confirm whether you can sell privately during the term, and clarify what counts as a buyer "introduction" for commission purposes.
- How often should an estate agent update me during the sale?
- Weekly updates are the professional standard in London, covering portal views, enquiry volumes, viewing numbers and detailed buyer feedback. After every viewing, expect feedback within 24 hours explaining what the buyer liked, any concerns, and their level of seriousness. Ask upfront how the agent will communicate—phone, email or online portal—and who your dedicated point of contact will be.
- What marketing questions should I ask an estate agent?
- Ask which portals your listing will appear on—Rightmove and Zoopla are essential—and whether professional photography, floor plans and virtual tours are included. Enquire about the agent's social media strategy, email database size, and whether they run paid advertising. Request examples of recent property particulars to judge the quality of copywriting and imagery, and ask how quickly they will contact registered buyers in their database after your property goes live.