Choosing an estate agent is one of the most important decisions you’ll make when selling your home. The wrong one can cost you months and thousands of pounds. The right one can make the whole thing feel almost easy — and can be the difference between a home that lingers and one that sells quickly. Here’s how to tell them apart. (For the step-by-step on picking one — what to look for, the questions to ask, and reading the contract — see how to choose an estate agent.)
The green flags
A good estate agent is proactive. They tell you what’s happening before you have to ask — feedback after viewings, updates on enquiries, honest assessments of why something isn’t moving. You shouldn’t have to chase them.
They price realistically. Some agents inflate their valuation to win your instruction, then quietly push you to reduce after a few weeks. A good agent gives you a number they can defend with evidence — comparable sales, local demand, the condition of your property.
They know the area properly. Not just the postcode, but the streets, the schools, the transport links, the quirks of the local market. That knowledge shapes how they present your property and who they target.
They communicate clearly and on your terms. Phone, email, WhatsApp — whatever works for you. And when they don’t know something, they say so rather than bluffing.
The red flags
They’re hard to reach after you’ve signed. Before you’re a client, calls get answered quickly. After you’ve signed and the hard work starts, suddenly it’s voicemail every time.
They push for a sole agency contract with a long tie-in. A standard sole agency period is 8–12 weeks. If they’re asking for 6 months upfront, ask why they need that long.
They can’t explain their marketing plan. Where will your property be listed? What photography are they using? Do they have an active buyer database? If they can’t answer these questions specifically, they don’t have a plan.
They’re vague about fees. “Around 1.5%” isn’t a fee. Get everything in writing — the percentage, whether it includes VAT, and what you owe if you pull out. Agent fees are usually the biggest line in how much it costs to sell.
The valuation is suspiciously high. Flattery is a sales tactic. If one agent values your home £50,000 higher than three others, it’s worth asking what they know that everyone else doesn’t — and whether the answer is convincing.
Questions worth asking before you sign
How many properties have you sold in this area in the last three months? What’s your average time from listing to sale agreed? What happens if I’m not happy with the service? Can I speak to a recent seller you’ve worked with?
Good agents welcome these questions. Bad ones get defensive.
Once you’ve chosen an agent, the next professional you’ll work with is a solicitor — here’s what a conveyancer does.
Common questions
What are the signs of a bad estate agent?
Key red flags: hard to reach after you've signed, pushing for a long sole agency tie-in (more than 12 weeks), can't explain their marketing plan specifically, vague about fees, or gives a suspiciously high valuation to win your instruction.
What questions should I ask an estate agent before signing?
Ask: how many properties have you sold in this area in the last three months? What's your average time from listing to sale agreed? What happens if I'm not happy with the service? Good agents welcome these questions — bad ones get defensive.
How long should an estate agent's sole agency contract be?
A standard sole agency period is 8–12 weeks. If an agent is asking for 6 months upfront, that's a red flag worth questioning.
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