How to choose the right estate agent: a genuinely balanced guide (from both sides of the table)

Thinking of selling? 

Here’s a practical, no‑nonsense guide to: 

Researching agents, 

Understanding contracts and fees, and 

Decoding the sales patter — written with both the seller’s and the agent’s hats on

Quick summary

Shortlist 3 agents - research them properly, and invite all 3 to value.

Compare like‑for‑like - on contract type, tie‑in, fees (inc. VAT), and marketing.

Ask for proof - comparable sales, time‑to‑offer, and % of asking price achieved.

Read the small print - tie‑in length, notice period, withdrawal fees, dual‑fee risks.

Look for compliance - redress scheme, AML process, (for lettings: Rent Smart Wales & Client Money Protection).

Choose the best fit for your situation - not just the highest valuation or the lowest fee, choose someone who you an see yourself working with for months

1) How to research an agent before you invite them out

A) Look at evidence of results

Local sold boards & recency - who’s sold homes like yours in the last 6–12 months?

Portals - check Rightmove/Zoopla/OnTheMarket listing quality – How are the homes presented, do they looked rushed or time taken to create an engaging advert for your home. Are there floorplans with square footage, 3D tours, video, accurate descriptions, and clear material information** (lease length, service charges, ground rent, council tax band, parking, etc.)?

Time‑on‑market - do their listings sit for months, or do you see regular SSTC updates?

Case studies - look for before/after marketing examples and the story behind result (strategy, viewings, offers, negotiation).

B) Reputation & responsiveness

Google reviews - read the detailed ones; note patterns about communication and sales progression.

Mystery‑shop - call/email out‑of‑hours and in office hours. How quickly and helpfully do they respond? Do they actually know their stock?

Visit the branch - what’s the feel? Busy, professional, organised? Are you greeted and registered properly?

C) Compliance basics (non‑negotiable)

Redress scheme - every estate agent must belong to **The Property Ombudsman (TPO)** or **Property Redress Scheme (PRS)**.

AML (anti‑money laundering) - they should explain their ID checks/source‑of‑funds process and when it happens.

For lettings too -  in Wales, check the agent’s **Rent Smart Wales** licence, and **Client Money Protection (CMP)** membership for client funds.

**Agent’s hat**

Good agents *want* you to check these things. Strong processes protect sellers and make sales smoother.

2) Pricing: avoid the two biggest traps

1. The flattering overvaluation

A price that looks great on paper but burns 4–8 weeks of your launch momentum, then needs reductions. Ask for like‑for‑like comparable sales (same street/estate, similar size/condition, last 6–12 months) and how buyers are behaving *right now*.

2. The race to the bottom on fees

Ultra‑low fees often mean cut corners on marketing, weak negotiation time, or long tie‑ins/penalty terms to compensate. Remember: a tougher negotiator often **pays for themselves** at offer stage. Plus, if an agent cant negotiate themselves a fair fee, how are they going to negotiate the best sales price for you?

**Agent’s hat**

Pricing is a *strategy*, not a number. The launch window (first 2–3 weeks) is gold dust; get price and presentation right and you’ll feel it in the phone activity.

3) Contracts & fees — what they really mean

Contract types

Sole Agency - one agent; you pay them if *they* introduce the buyer during the term.

Sole Selling Rights - one agent; you pay them **even if you find your own buyer** during the term.

Joint Sole Agency -  two named agents share instruction; usually a higher fee than sole.

Multi‑Agency - any number of agents; highest fee; risk of mixed messages if unmanaged.

The key clauses to compare (line‑by‑line)

Fee structure - % *including VAT* and any **minimum fee**. What exactly is included (photography, floorplan, video/3D, premium listings), and what’s extra?

Tie‑in length - standard is often measured in weeks. Ask why that length is necessary for *your* home and market.

Notice period - how long and when can it be served? (E.g., after the tie‑in ends.)

Withdrawal/cancellation charges - are there any? If yes, exactly when do they apply and how much?

Ready, willing & able buyer - avoid clauses that try to charge commission **without an exchange**.

Dual‑fee risk - if you switch agents, when could more than one claim a fee? Get it explained and **noted in writing**.

Duration of liability - how long after termination could you still owe a fee if the buyer was originally introduced by that agent? (Commonly several months.)

Cooling‑off rights - if you sign at home or remotely, you normally have a statutory cooling‑off period.

**Consumer tip**

Ask for the **full Terms & Conditions** *before* the valuer arrives, and mark them up with questions. Contracts should be transparent and negotiable.

4) Marketing that actually moves the needle

Photography - Key to gaining interest, photos are the BIG player in getting viewings (other than price). Ensure that you choose an agent who has photography and videography in their arsenal.

Measured floorplan - with **gross internal area** stated.

Compelling description -  that tells a story and sets buyer expectations (orientation, outlook, condition, upgrade potential).

Video or 3D tour - to pre‑qualify viewings and reach out‑of‑area buyers.

Portal coverage - (Rightmove/Zoopla/OnTheMarket) + **social media campaigns** targeting likely movers.

Launch plan - “go‑live” timeline, database preview, open‑house strategy, and feedback loops.

Sales progression - who chases solicitors, how often, and what’s their average exchange timeline?

**Agent’s hat**

Quality marketing isn’t vanity; it compels better‑quality viewings, which produce stronger offers.

5) “What agents say” — and how to decode it (truth‑translator)

1. We have buyers waiting

*Ask*: How many *qualified* buyers for my type of home? When did you last speak to them? Will you email me the anonymised match list?

2. We’ll get it on the market today

*Ask*: Will you still do professional photos, floorplan, 3D/video? Can I see a draft listing before it goes live? (Rushing a property onto the market is not always a great idea, especially when you think about getting the marketing and photography, this takes time to get right)

3. We achieve the best prices locally

*Ask*: Show me your last 10 local sales: asking price vs. sold price, days‑to‑offer, and marketing approach.

4. Our fee is the cheapest

*Ask*: What’s included/excluded? Who pays for photography/EPC? How many accompanied viewings will you do? Who negotiates offers and how? Cheap fees do not tend to generate best price achieved, so although tempting, try thinking about how much you could be loosing, either by going on the market too low or a cheap fee agent not being able to generate enough interest to be able to get the best price for your home

5. Tie‑ins are standard

*Ask*: Why that length? What’s the notice period? Can we agree a shorter tie‑in if we follow the marketing plan?

6. We have a cash buyer lined up

*Ask*: Proof of funds and position? Are they chain‑free? Don’t sign **sole selling rights** just for this claim.

7. We’re number one

*Ask*: Based on what metric and timeframe? Is it independent and verifiable? As far as we are aware, there are no truly independent "whole of market" estate agency researchers to find the number one, so any claims will be (in our opinion) not 100% accurate.

8. We’ll match any fee

*Ask*: Great — on the same marketing and service level? Put it in writing.

6) Questions to ask at the valuation (print these)

1. What asking price and range strategy do you recommend — and why?

2. Which comparable sales most strongly support that price today?

3. What’s your days‑to‑offer and % of asking price achieved in the last 6 months for homes like mine?

4. Who will write and sign off my listing copy and brochure?

5. What photography + floorplan package do you use — and when can you shoot?

6. Do you include video/3D tour? If not, what’s the cost and benefit?

7. What’s the launch plan (database preview, social, open house) for week 1–2?

8. Who conducts viewings and who negotiates offers? (Experience matters here.)

9. How will you qualify buyers (mortgage decision‑in‑principle, chain checks, proof of funds)?

10. What’s your contract type? Tie‑in, notice period, and minimum fee (inc. VAT)?

11. Are there withdrawal charges or vendor‑paid marketing if I pull out?

12. How do you protect me from dual‑fee risk if I change agents?

13. What’s your sales progression process and average offer‑to‑exchange timeline?

14. Are you in a redress scheme (TPO/PRS) and what’s your complaints procedure?

15. How do you handle Anti Money Laundering checks and material information to keep the sale robust? (AML are ID checks, material information is anything important that could affect a buyer’s decision to view, make an offer, or pay a certain price).

7) Red flags (slow down or walk away)

A very long tie‑in with a long notice period. (If it’s great service, why lock you in?)

Ready, willing & able clause (commission without an exchange) or **hefty withdrawal fees**.

No professional marketing but promises of “buyers waiting”.

A valuation that’s far above evidence (especially without a strategy to justify it).

Vague answers on **compliance**, or no written complaints procedure.

Poor communication during your mystery‑shop — believe the pattern.

8) From the agent’s chair: how to get the very best from your agent

Be open about your motivation and timescale.** It helps shape pricing and strategy.

Prepare the property (declutter, minor repairs, kerb appeal) so the launch sings.

Be reachable, for quick decisions during the first 2–3 weeks.

Agree milestones (photos by X, listing live by Y, first review on Z) and a cadence for updates.

Give honest feedback after viewings; it improves targeting and negotiation.

**Agent’s hat**

Sellers who collaborate on presentation and pricing usually net **more** — because they create healthy competition among the right buyers.

9) A simple way to compare agents (use our worksheet)

Score each agent 1–10 on:

* Evidence‑based valuation & strategy

* Marketing quality (photos, floorplan, video/3D, copy)

* Contract fairness (tie‑in, notice, fees inc. VAT, no hidden charges)

* Communication & responsiveness

* Local results and reviews

* Sales progression strength

Ask us for our editable comparison worksheet, columns for fees, tie‑in, contract type, marketing included, performance stats, compliance, and notes). Fill it in as you interview each agent and choose with your head *and* your gut.

10) How we (SA Property) approach this

This section is about our own approach — skip if you only wanted neutral advice.*

0‑week tie‑in - effectively open/multi‑agency style terms, because we believe the right to choose keeps service sharp.

Up‑front EPC & photography charges - paid before marketing so we can deliver quality presentation from day one.

No sale, no charge - on our fee unless  - a sale is agreed and the seller withdraws or provides misleading information that collapses the sale — then a **minimum charge of £750 + VAT** applies.

High‑street presence + face‑to‑face service in Gorseinon, backed by strong word‑of‑mouth; 99% of our instructions come from referrals.

Relentless sales progression - we chase chains, not just phone calls, and we don’t give up.

If you’d like to see how this stacks up for *your* home, we’re happy to walk you through our worksheet with live local comparables and a bespoke launch plan.

11) FAQs

**Should I pick the highest valuation?**

Not on that alone. Insist on comps and a plan. The best outcome is the **best net price** in your timescale.

**Are longer tie‑ins ever justified?**

Never, if you are instructing an agent who is confident in their abilities to get you moving, then why have a tie in clause. Tie in clauses tend to indicate, especially lengthy ones, tend to indicate that you will have to stick with them as they are not sure. So surely a 0 week tie in period would give you peace of mind that if it doesn't work then you have a way out. 

**Do I need an EPC to market?**

Yes — you (or your agent) must commission one before marketing. There are limited exemptions for some listed buildings; ask for advice if relevant.

**What if I’m also letting?**

In Wales, your agent must be **Rent Smart Wales** licensed and have **Client Money Protection (CMP)** for client funds.

### Final thought

Choose the agent who gives you **clarity, evidence and confidence** — and who treats you as a person and your property like a project with a plan, not just a listing with a price.