Choosing the right estate agent can make or break your home selling journey. The best agents don’t just list your property, they secure the strongest price, attract the right buyers, and keep the process moving smoothly. The wrong agent can cost you time, money, and momentum.
This guide breaks down how to choose the right estate agent for you, what to avoid, and how to compare agents effectively, using insights from leading UK property experts.
An estate agent’s understanding of your area is one of the strongest predictors of a successful sale. Agents with deep local knowledge can accurately price your home, target the right buyers, and speak confidently about schools, transport links, and amenities, all of which influence value.
All estate agents legally have to be a member of a UK redress scheme, either The Property Ombudsman or Property Redress Scheme. Meanwhile lettings agents must be a member of a government approved Client Money Protection if they handle clients’ money, e.g. deposits. This ensures their credibility and accountability. Reputable agents will belong to at least one of these programmes, you can check via the links below.
These organisations require agents to follow strict codes of practice and protect you.
Word of mouth remains powerful, but don’t rely on a single recommendation. Combine personal referrals with online reviews on platforms like Google, Trustpilot, and AllAgents to build a more complete picture.
Look locally as well. Check for “for sale” and “sold” boards in your area to see which agents are most active and successful. Pay attention to whether they appear regularly in local social media content, as this can indicate how well they market properties. It is also worth ensuring they are handling homes similar to yours, both in terms of price range and type, across sales and lettings if relevant.
We’d recommend inviting at least three agents to value your home. Ask each one to justify their valuation with recent comparable sales. Over valuing is a common tactic used to win your business, but it often leads to a slower sale and price reductions later.
Red flag: a valuation that seems too good to be true usually is.
Most buyers discover homes online these days, so strong marketing is essential. Review the agent’s current listings to assess:
Look at their listings through a buyer’s eyes and think about whether the listing would draw you in as a potential buyer. Poor photography or vague descriptions may be a warning sign.
Analyse other marketing strategies as well. Consider how present they are on social media, do they have adverts in any magazines, e.g. Country Life, have they sponsored any local events or sports teams. Consider how many eyes they’re drawing to their listings.
The property portal(s) they’re on also make a difference. Each portal will have different strengths, you should consider what is most important to you. For example, OnTheMarket.com offers:
And loads more! Explore the site here to discover the benefits of using OnTheMarket.com
You’ll be working closely with your agent, so communication matters. Trust your instincts: if they make you feel rushed, pressured, or dismissed, they may treat your buyers the same way. Good agents follow up quickly, answer questions clearly, and make you feel supported.
Estate agent fees vary, but typical sole agency fees range from 1–3% of the sale price. Some agents offer fixed fees or tiered structures. Always confirm whether fees include VAT and ask about extras such as photography or premium listings.
Past performance is one of the best indicators of future success. Ask agents for:
Agents with strong, recent results in your area are more likely to deliver for you.
Performance varies widely between branches, it’s the individual negotiator who will make or break your sale.
Choosing the right estate agent is one of the most important decisions you’ll make when selling your home, and getting it right can mean a faster sale, a smoother process, and a better price.
Search for estate agents in your local area at OnTheMarket.com
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