Choosing the right estate agent can make or break your home selling journey. The best agents don’t just list your property, they secure the strongest price, attract the right buyers, and keep the process moving smoothly. The wrong agent can cost you time, money, and momentum.
This guide breaks down how to choose the right estate agent for you, what to avoid, and how to compare agents effectively.
🔍 1. Start with local market knowledge
An estate agent’s understanding of your area is one of the strongest predictors of a successful sale. Agents with deep local knowledge can accurately price your home, target the right buyers, and speak confidently about schools, transport links, and amenities, all of which influence value.
What to check:
- Do they know recent sales on your street?
- Can they explain local buyer demand?
- Do they regularly sell homes like yours?
🧑💼 2. Check credentials and professional standards
All estate agents legally have to be a member of a UK redress scheme, either The Property Ombudsman or Property Redress Scheme. Meanwhile lettings agents must be a member of a government approved Client Money Protection if they handle clients’ money, e.g. deposits. This ensures their credibility and accountability. Reputable agents will belong to at least one of these programmes, you can check via the links below.
- The Property Redress Scheme
- The Property Ombudsman
- Government approved Client Money Protection schemes
These organisations require agents to follow strict codes of practice and protect you.
📝 3. Build a shortlist using reviews & recommendations
Word of mouth remains powerful, but don’t rely on a single recommendation. Combine personal referrals with online reviews on platforms like Google and Trustpilot to build a more complete picture.
Look locally as well. Check for “for sale” and “sold” boards in your area to see which agents are most active and successful. Pay attention to whether they appear regularly in local social media content, as this can indicate how well they market properties. It is also worth ensuring they are handling homes similar to yours, both in terms of price range and type, across sales and lettings if relevant.
🏠 4. Compare valuations, but be wary of overpricing
We’d recommend inviting at least three agents to value your home and asking each to explain their suggested price using recent comparable sales. This will give you a well-rounded view of the market.
It’s also worth remembering that pricing strategies can vary, and a higher valuation isn’t always the most effective route to a successful sale.
Tip: If a valuation feels noticeably higher than others, it’s helpful to explore the reasoning in more detail to ensure it reflects current market conditions.
📸 5. Analyse their marketing strategy
Research has shown over 90% of UK home seekers start their property search online these days, so strong marketing is essential. Review the agent’s current listings to assess:
- Photo quality
- Floor plans
- Property descriptions
- Portal exposure (including OnTheMarket)
Look at their listings through a buyer’s eyes and think about whether the listing would draw you in as a potential buyer. Poor photography or vague descriptions may be a warning sign.
Analyse other marketing strategies as well to determine what else they are doing to draw eyeballs to their listings. Consider how present they are on social media, do they have adverts in any magazines, local or national, or advertising in and around the community they work in?
The property portal(s) they’re on also make a difference. Each portal will have different strengths; you should consider what is most important to you. For example, OnTheMarket offers:
- A superior user experience, with no adverts on the site to distract property seekers
- Data layers, so you can compare areas by crime levels, noise levels, air quality, traffic and even cycle routes.
- Want to be close to a train station? A school? Even a pub? You can search by journey time to the places that matter most to you.
- With hundreds of agents listing their properties with us 24 hours before Rightmove or Zoopla, look out for the “Only With Us” label on our property listings and get to see the newest homes first.
And loads more! Explore the site here to discover the benefits of using OnTheMarket.
💬 6. Evaluate communication style & chemistry
You’ll be working closely with your agent, so good communication is important. Pay attention to how they engage with you. An agent who listens, responds promptly, and explains things clearly can make the process much smoother. It’s worth choosing someone who makes you feel confident, well-informed, and supported throughout your sale. Most importantly, choose an agent that you trust.
💷 7. Understand fees & contract terms
Estate agent fees can vary, so it’s important to know how much you will be paying and what service is being provided. Some agents also offer flexible options, such as fixed fees or tiered pricing, so there’s usually a structure to suit different needs. It’s worth taking a moment to understand what’s included and exploring any added services like professional photography, virtual tours or premium listings that can help your property stand out.
📊 8. Review track record & performance
Past performance is one of the best indicators of future success. Ask agents for:
- Average time to sell
- Percentage of asking price achieved
- Number of similar homes sold recently
- Client testimonials
Agents with strong, recent results in your area are more likely to deliver for you.
✔️ Final Checklist: How to Choose the Right Estate Agent
- Local expertise
- Strong reviews & recommendations
- Realistic valuation
- High quality marketing
- Clear communication
- Transparent fees
- Proven track record
Choosing the right estate agent is one of the most important decisions you’ll make when selling your home, and getting it right can mean a faster sale, a smoother process, and a better price.
Search for estate agents in your local area at OnTheMarket
