Start With the Fee — Then Look at What It Buys

The fee is usually the first thing homeowners ask about, and it is worth understanding properly. Most agents charge a percentage of the eventual sale price, plus VAT, and rates vary considerably from one part of the country to another. Ask whether the quote is for sole agency or multi-agency, because the latter normally carries a higher rate in exchange for more than one firm marketing your home.

Push for the detail behind the headline figure. A few questions will quickly separate a transparent quote from a vague one:

• Is VAT included in the percentage you have quoted?
• Is there a minimum fee, even if the property sells for less than expected?
• How long is the tie-in period, and how much notice must I give to leave?
• Are there extra charges for photography, floorplans, energy performance certificates, or for withdrawing the property before a sale?
• With a "no sale, no fee" arrangement, precisely what counts as a sale?

The cheapest quote is rarely the best value if it comes with dimly lit phone photographs and a listing that sits unnoticed for three months. Weigh the fee against the effort you can see behind it.

Where Will Buyers Actually See Your Home?

Marketing reach means little in the abstract, so ask exactly where your property will appear and in what form. Almost every serious buyer starts their search online, so confirm your home will be listed on the major property portals rather than only on the agent's own website.

Then dig into the quality of that listing. Ask whether the price includes professional photography, a measured floorplan, and a video or virtual tour. Find out whether your property will be given a standard listing or a premium, promoted position, and whether that costs extra. A well-lit set of photographs and an accurate floorplan will do more for your sale than any glossy brochure.

Beyond the portals, ask about the agent's own buyer register. How many people on their books are actively looking for a property like yours, and how will they be contacted? Do they hold open house viewings, send email alerts to registered buyers, or feature new instructions in their window display and local advertising? A database of genuine, current buyers is worth more than a large but stale mailing list.

Ask for Recent Sales Evidence

Any agent can talk confidently about the market. What matters is what they have actually achieved nearby. Ask for a short list of comparable sales from the past six to twelve months, ideally within a mile of your home and of a similar size, age and condition.

For each one, ask three things: the asking price, the price achieved, and how long it took from listing to agreed sale. Those figures tell you far more than a general claim about the market being strong. It is also fair to ask how many of their current listings have been on the market for more than three months, and why.

If you want real reassurance, ask whether you can speak to a recent vendor. Most agents will have at least one happy client willing to share their experience, and a refusal is itself informative.

Test the Valuation and Pricing Strategy

Be cautious of the agent who values your home noticeably higher than everyone else. An inflated figure can win the instruction, but an overpriced property often goes stale, and a later reduction can cost you more than a realistic price would have done from day one.

Ask how they arrived at their figure. A good agent will walk you through the comparable evidence, explain the difference between asking prices and achieved prices in your area, and be honest about what might need attention before launch. Ask what happens if there are no serious offers within four weeks, and what they would recommend then. The answer tells you whether you are dealing with a plan or a hope.

Find Out Who Does the Work

You are not just appointing a firm, you are appointing the people who will deal with your buyers. Ask who will conduct viewings, and whether they will be accompanied. A viewer who knows the property, can answer questions and can spot a serious buyer is worth a great deal.

Then confirm the practical side of communication:

• Who is my named point of contact, and will I deal with them throughout?
• How often will you update me, and by what method?
• Do you handle sales progression after an offer is accepted, chasing solicitors, lenders and surveyors?
• What happens if my buyer withdraws, and how quickly can you remarket?
• Can I reach someone at evenings or weekends if a decision is needed?

The period between accepting an offer and exchanging contracts is where sales most often fall apart. An agent who actively progresses the sale, rather than simply passing details to a solicitor, can be the difference between a completed move and a collapsed chain.

Before You Sign Anything

Once you have compared two or three agents, ask each for their terms of business in writing so you can read the small print calmly. Check that the firm is a member of a government-approved redress scheme, which is a legal requirement, and ask about client money protection if they handle any funds.

Finally, trust your instincts about the conversation itself. Did they listen to your plans, or talk only about themselves? Did they answer awkward questions directly? Did they turn up on time and prepared? The agent who treats your valuation appointment as seriously as they would treat a buyer is usually the one who will look after your sale properly. Choose on evidence, clarity and chemistry — not on the lowest percentage alone.