How to Choose an Estate Agent

At Lillian Purge, we specialise in SEO for Estate Agents. This guide explains whether estate agents are open on bank holidays.

Finding the right estate agent involves more than just picking the one closest to your home or the one charging the lowest fee. The best agents combine market knowledge, communication skills, and strong marketing strategies to make the process smooth and successful. This guide will help you understand what to look for, how to compare agents, and how to ensure you get value for money.

Understand What You Need from an Estate Agent

Before you start researching agents, clarify what kind of service you need. Are you selling, letting, or both? Do you prefer a full-service agency that handles everything from valuation to viewings, or are you comfortable managing some parts yourself through an online agent?

Traditional high street agents offer face-to-face service, local expertise, and a personal approach, while online or hybrid agents often charge fixed fees and provide flexibility. Knowing your priorities helps you choose the model that best suits your situation.

Research Local Estate Agents

Start by looking at estate agents who operate in your area. Local knowledge is one of the biggest advantages when selling or letting a property. Agents familiar with your area understand pricing trends, buyer demand, and what features attract attention.

Check which agents appear in local property searches and listings. The best agents usually have strong online visibility, appearing consistently across Rightmove, Zoopla, Google Maps, and social media. This indicates they invest in marketing and have a wider reach among potential buyers.

Compare Experience and Reputation

Experience counts for a lot in property sales. Established agents with years of local market experience are better equipped to handle negotiations and deal with challenges smoothly.

Read client reviews and testimonials on Google and property portals. Pay attention to comments about communication, professionalism, and transparency. You can also ask friends, family, or colleagues for personal recommendations. A consistent record of satisfied clients is a strong indicator of reliability.

Request Property Valuations

Invite two or three agents to value your property. A good valuation should be supported by evidence such as recent comparable sales and local market data. Be cautious of agents who give an unusually high valuation it may be an attempt to win your instruction, only to suggest lowering the price later.

Choose the agent who provides realistic advice, explains their reasoning clearly, and understands your goals. A balanced valuation strategy will attract serious buyers and help achieve the best price within your desired timeframe.

Review Marketing Strategies

Ask each agent how they plan to market your property. Strong marketing can significantly influence how quickly you sell and at what price.

Look for agents who offer:

• Professional photography and detailed descriptions

• Listings on major portals like Rightmove and Zoopla

• Targeted digital marketing such as Google Ads or social media promotions

• A database of registered buyers ready to view properties

An agent with a clear, proactive marketing plan shows commitment and professionalism.

Consider Communication and Service

Good communication is essential. You’ll be dealing with your agent frequently, so choose someone approachable, responsive, and easy to reach. During your first meeting, note how quickly they follow up and how clearly they explain their process.

Ask who will be your main point of contact some agencies assign dedicated negotiators, while others have multiple team members involved. Regular updates and transparency throughout the selling process make a huge difference to your experience.

Understand Fees and Contract Terms

Estate agent fees usually range between 1% and 2% of the sale price for sole agency agreements, although online agents may offer fixed fees instead. Make sure you understand exactly what’s included before signing a contract.

Clarify whether the fee includes marketing, photography, and viewings. Ask about additional costs such as EPCs or premium listings. Also check contract length and notice periods standard sole agency contracts last around 8 to 12 weeks.

Avoid long tie-in periods unless you’re confident in the agent’s performance, and ensure there are no hidden withdrawal fees. Transparency in costs builds trust and avoids future disputes.

Evaluate Professionalism and Accreditation

Look for agents who are members of professional bodies such as the National Association of Estate Agents (NAEA) or The Property Ombudsman. Membership ensures they adhere to a code of practice and provides you with protection if issues arise.

Professionalism also shows in how they present properties, conduct viewings, and manage paperwork. An organised, detail-oriented agent reflects how seriously they’ll treat your sale.

Check Online Presentation

In today’s market, online presentation matters as much as in-person service. Visit an agent’s website and look at their current listings. Are the descriptions well-written and engaging? Do the photos look professional? Do they use local SEO effectively to attract buyers searching in your area?

An agent’s digital footprint tells you how much effort they put into marketing properties. An agency that invests in SEO and modern marketing tools will give your property greater exposure and attract more qualified buyers.

Meet in Person

While online research is useful, meeting face-to-face helps you gauge whether you’ll enjoy working with the agent. Selling or buying property can be stressful, so a strong working relationship is essential.

Pay attention to whether they listen to your needs, answer questions clearly, and show genuine enthusiasm about your property. Trust your instincts choose the agent who feels both professional and personable.

Final Thoughts

Choosing the right estate agent can make a huge difference to your selling experience and final sale price. It’s worth taking the time to compare expertise, marketing strategy, and communication style before committing. The right agent will not only sell your property efficiently but also provide confidence and peace of mind throughout the process.

At Lillian Purge, we help estate agents improve their online presence through SEO and digital marketing so that clients can easily find and trust them. A strong digital footprint helps agents win more instructions, while homeowners benefit from better visibility for their listings.

Also read can estate agents lie about offers and how to choose an estate agent. For more, visit our Estate Agents Hub