How to Choose the Right Estate Agent (Without Getting Burned by the Fee)
So, how do you choose the right estate agent?
My Nan passed away last year at the ripe old age of 100. She lived in Bristol, and my mum has been going through the process of finding an agent to sell the house, so we have been talking about this a lot!
Look at the Return, Not Just the Cost
Most people focus heavily on the agent’s fee. The best advice we could give anyone is that what really matters is the value the agent adds and the outcome they produce. It’s not all about cost; it’s also about return.Case in point: what percentage of the asking price does the agent you’re considering typically achieve?
The Difference Quality Makes: Our average at Stowhill Estates is 103.6% of the asking price.
If an agent markets a house better, generates more interest, and negotiates a stronger deal, any slight increase in their fee typically pays for itself many times over. Remember, we are talking about small percentage increments that yield massive differences in your final takeaway.
What Are You Actually Getting For Your Money?
Presentation is everything. Your online listing is your digital shop window, and first impressions dictate your foot traffic. Take a close look at an agent’s current listings and ask yourself:
- Photography: Are the photos being taken professionally? (Or are they done in 25 minutes by someone with an iPhone?)
- Video: Is a real walkthrough video included? (Or is it just static pictures set to elevator music?)
- Materials: Are you getting proper floorplans, a high-quality brochure, and professionally written copy?
Properties marketed with high-quality video content receive significantly more online engagement and up to 403% more enquiries than those without.
Portals & Visibility: Beyond the Big Names
Not all agents will list your property anywhere other than their own website and Rightmove. Why? Because listing across multiple platforms costs them more money.
Make sure to find out exactly which portals they use. While Rightmove holds about an 85% market share and is the most important for sheer visibility, other portals like Zoopla and OnTheMarket add crucial layer-cake value to your reach.
This brings us to another good point: Does it matter if the agent is a household name?
Perhaps once upon a time a big brand name was important.
But in today’s digital-first market, if an agent is listing your property where people are actively looking for houses, your visibility isn’t automatically improved just because the agency has a branch on every high street.
Tailoring the Experience to You
If discretion, communication, and a more tailored approach matter to you, a smaller independent agency is often a better fit. Before signing anything, protect yourself by digging into the fine print:
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Check the contract terms: Ask about minimum contract durations and notice periods. You don’t want to get tied into a rigid, long-term contract with somebody who isn’t performing when all you really want to do is get your house sold and move on. -
Identify your true point of contact: Find out if the person you meet at the valuation appointment is going to be the person you deal with going forward. Will they be handling the viewings? Will they handle negotiations? Or are they going to pass you off to an administrative team as soon as the ink dries on the contract?
The Bottom Line
TypeUltimately, choose the agent you like and trust to represent both you and your home properly—not simply the cheapest option or the one who throws out the highest valuation figure just to win your business.
This person could well be a major part of your life for several months, so it’s vital that you actually enjoy collaborating with them!
All the best,
Tim & Julia
Stowhill Estates Berkshire
