Making the right decisions when selling your house can save you thousands of pounds and a lot of time.
Choosing an estate agent is one of these decisions.
From false promises to missed phone calls, and exaggerated valuations, not all estate agents have your best interests in mind.
So, how do you cut through the rubbish, and find someone who’ll actually sell your home – rather than just talk about it?
Let’s get brutally honest about what really matters when choosing an estate agent.
1. Beware of false promises and misleading branding
Don’t be misled by fancy branding or exaggerated promises.
Companies don’t sell houses – people do.
It’s natural to assume the big national chains are safer, but that’s not always the case.
The property vlogger Moving Home with Charlie argues that relying on a brand name gives you an 80% chance of missing out on the best local agent.
Why?
Because performance varies wildly from branch to branch. It’s the individual negotiator who’ll make or break your sale.
2. Choose the person, not the company
So, when choosing an estate agent, it’s essential to first sit down with them and ask:
You should know within minutes whether they’re giving the right impression.
You should also trust your gut.
Compatible personalities can make the house-selling journey much easier, too. If they make you feel relaxed, you’ve probably found the right fit.
And if they make you feel like you’re on a bad date, thank them for their time and move on.
3. Look through your buyer’s eyes
Here’s a secret most sellers never think about: the best way to judge an estate agent is to pretend you’re buying from them.
Let us explain…
Pick one of their listings on Rightmove or Zoopla and look at it closely to consider:
- Photos: Are they bright, engaging, and well-framed?
- Property description: How this agent writes about other properties, is how they’ll write for you – so, get your glasses out!
Better still, go undercover
Call the estate agent’s office and ask a few questions about a property:
- How’s the local school catchment?
- What’s the parking like?
- Is the seller open to negotiation?
You’ll learn much more about the estate agent as a would-be buyer. Check whether they follow up the next day, and also how they speak to you.
If they’re slow or vague, that’s how they’ll treat your buyers too.
The best agents never stop chasing leads.
4. Don’t get trapped by the valuation
The oldest con in the estate agent business is over-valuing how much your house is worth.
Many agents try to flatter you with a jaw-dropping figure.
Their only goal is to win your signature – it doesn’t matter whether the house can actually sell at that price or not.
Before long, they’ll drop the price back down because no one is interested.
The BBC’s Panorama (Undercover Estate Agent, July 14th, 2025) blew the lid off this practice, revealing how staff at major companies in the UK were encouraged to inflate valuations just to get listings.
They then pushed sellers into price reductions later. This usually came hand-in-hand with flogging overpriced in-house services like conveyancing or mortgages.
Don’t fall for it.
A professional agent will back up their valuation with evidence of recent sold prices, not fantasy numbers from unsold homes down the road.
And, if you ever feel unsure, then just remember: every house has three prices:
- The one you want
- The one your agent promises
- The one the market decides (the selling price).
Only the last one counts.
5. Beware of bad contracts!
Before you get too carried away by conversations with your estate agent – check the contract, first.
This may have a few hidden thorns that can scupper the whole deal.
Do you see a paragraph about a ‘sole agency period’? Give this one an extra-careful read.
If you’re not clear on the time frame for this, it can trap you for months with a useless agent.
Reddit is full of horror stories from sellers who realised too late that they were tied in for 16 weeks or more. If your agent’s confident, eight weeks is plenty.
Remember: the best estate agents don’t need four months to sell your house.
6. Valuations and viewings
Make sure the lovely person who does your valuation is the same one who’ll actually be showing buyers round.
Many agencies send out their best talker to win your instruction and then hand you over to a junior the next day.
Ask directly: ‘Who will handle my viewings if I list with you?’
7. Fees matter
Don’t automatically go for the cheapest estate agent fee.
Indeed, many sellers feel much safer with an agent who’s quoted a lower asking price – because it means they’re being honest!
Likewise, if their commission is way below the local average, ask yourself why. An underpaid agent is rarely an over-achiever.
The core principles of an amazing agent
The best agents aren’t just salespeople – they’re psychologists, marketers and negotiators rolled into one.
They know that ‘the three Ps’ (presentation, price and promotion) are everything.
And you don’t need to talk about what they’ll theoretically do in the future – because they should have an excellent track record from houses in the past.
You can speak to your agent about how to stage your home, shoot professional photos, and advertise.
They’ll already have a book of potential buyers to call the moment your home goes live.
Most importantly, they’ll keep you updated.
One of the most common complaints sellers make is radio silence. It’s not nice to be ghosted by your agent, when you’re paying them so much!
A good one will WhatsApp, call or email you regularly, even when there’s no major update.
Pay for quality
When you find the right estate agent with the level of commitment, pay them what they ask.
Haggling too hard over the fee can backfire.
As one property expert rightly said: ‘When you treat your agent well, they’ll treat you better – because they don’t get paid until you do.’
The darker side of UK property…
Not all property people are squeaky clean.
It’s a competitive, ruthless industry, and some of the people you come across are… far from friendly.
Look away if you’re below the age of 18… because it’s time to get into a few horror stories!
London’s ‘King Con’
Let’s start with Achilleas Kallakis (born in 1968), often known as ‘King Con’ of the London property arena.
He used fake documents to persuade banks to lend him millions and then tried to build a portfolio of luxury addresses.
Unfortunately, when his lies unravelled, so did his empire – and he had to give back the helicopter, yacht, and properties.
The notorious landlord
Another famous example is Nicholas van Hoogstraten (born in 1945), once one of Britain’s most notorious landlords.
By 22 he owned hundreds of properties, often gained through intimidation. In the 60s, he was sent to prison for arranging an assault on a business rival.
He was also involved in loan sharking and would often take property deeds as collateral.
He was later convicted of manslaughter over a business rival’s death. This conviction was overturned, and he was made to pay £6 million to the victim’s family in a civil case.
From Russia with Cash (2015)
Then there’s From Russia with Cash, Channel 4’s sting documentary that caught London estate agents happily helping a ‘corrupt minister’ launder stolen money through high-end flats.
Despite clear red flags, some even suggested offshore companies to hide ownership.
These extreme examples underline an unfortunate truth: with so much money on the line, the property sector is no stranger to bad behaviour.
Checks you should carry out
Always ask if your agent is part of a professional body like Propertymark (formerly the National Association of Estate Agents).
And get references from past customers.
It’s the best way of ensuring that they play by the rules.
Building rapport is priority number one
Let’s be honest – selling a home is an emotional moment.
The selling price rarely makes up for the memories you’ve made in the property. Especially if you’ve lived there for a long time.
At such a sensitive time, building rapport with your estate agent is everything. You’ll speak to them constantly.
You’ll vent, celebrate, panic and probably argue. So, choose someone you can actually stand.
If they talk over you, arrive late, or give off ‘snake-oil salesman’ energy, walk away.
The right agent will be upfront but kind. And they’ll guide you along this difficult journey.
A bit more trivia (because the world of housing is bizarre)
The UK property scene isn’t short of colourful stories.
In Fulham, West London, one of the most successful letting agents doesn’t even have a website.
Yes, you’ve heard that right!
They built a thriving business entirely on word-of-mouth. Whether it’s stubborn or brilliant, we’re not sure, but it proves that good service travels faster than digital marketing.
Meanwhile, the above-mentioned BBC Panorama investigation found a UK estate-agency branch with a ‘Hot Buyers’ board.
They gave priority to buyers using its overpriced in-house mortgage service, even if their offers were lower. This was hugely embarrassing for the company (with video evidence making it difficult to deny, of course).
And let’s not forget about the DIY agents who think TikTok dances will sell houses. (Spoiler: sometimes, miraculously, it actually works.)
The property world is nothing if not creative – but don’t mistake gimmicks for substance.
Steps for success when finding your estate agent
So, how do you actually find your estate agent in the real world?
1. Start local
Look on Rightmove for homes ‘Sold STC’ in your area and note which names appear again and again.
Those are the people who get results. You shouldn’t be impressed by the companies with lots of active listings, because they might be struggling to sell.
Instead, focus only on those who’ve made a completed sale.
2. Visit in-person
Visiting estate agents in person is almost always useful. Pay attention to the atmosphere in the office:
- Are the phones ringing?
- Do the staff seem switched-on or half-asleep?
Ask neighbours who they used. It’s not just about who they liked, but who actually sold their house. Word of mouth still beats every online review combined.
3. Don’t rush
And above all, don’t rush.
You’re hiring someone to handle the biggest transaction of your life. Take your time to get it right.
The search begins…
At its best, estate agency is an art: balancing logic and emotion, speed and strategy. But not every estate agent you meet will show the same care and attention to detail.
That’s why you need to weed out the useless ones.
But here’s the thing – when you find the right person, you’ll know.
They’ll make you feel at ease, tell you the truth, and fight for your sale as if it were their own.
So, you’re officially ready to choose your estate agent. Don’t make amateur mistakes, and you’ll be just fine!
