Choosing an estate agent is a decision about service, evidence and the terms of the appointment. Compare what each agency will do for your property rather than relying on the highest suggested asking price or the longest list of online reviews.
Ask for evidence behind the valuation
Invite agents to explain which comparable properties they have used, how those homes differ from yours and whether the figures represent asking prices or completed sales. Ask how they would respond if the launch price attracted little interest.
Keep a short comparison sheet. Record the proposed price, the evidence given, marketing approach, fee basis and person who will manage the instruction. This helps you revisit the decision after the sales presentation.
Define the service you are buying
Who prepares and approves the listing? Who conducts viewings, handles offers and follows up the transaction? Ask how often you will receive updates and what those reports will contain. Establish arrangements for keys, access, security and feedback.
Look at a recent listing to assess the quality of the photographs and description. Ask for examples of how the agency has handled problems, rather than assuming a large branch network guarantees attention to your sale.
Read the appointment terms
GOV.UK’s estate-agent guidance highlights the importance of the contract and explains that fees depend on the appointment terms. Ask for the full amount including VAT, the events that trigger payment, the minimum appointment period and the process for ending it.
Clarify what happens if you find a buyer yourself or another agent becomes involved. Get advice on terms you do not understand before signing. A verbal promise should not be allowed to conflict with the written agreement.
Check communication and accountability
Verify the agency’s identity, complaints procedure and relevant redress arrangements. Ask how an offer will be recorded and communicated, who covers staff absences and how concerns can be escalated.
Finally, contact any references with permission and consider whether the proposed service matches the complexity of your sale. Avoid treating years in business as proof of competence in every type of property. The useful test is whether the agency can explain its work, support its advice and commit to clear terms.
Revised and sources checked on 21 October 2026.