The cheapest quote isn’t always the cheapest decision

When you’re selling your home, it’s perfectly natural to compare estate agent fees.

After all, every pound saved feels like more money in your pocket.

But here’s something many sellers don’t consider.

An estate agent’s fee is one of the few moving costs that can actually generate a return.

The difference between a good agent and a great one isn’t simply what they charge. It’s the price they negotiate, the buyers they attract and whether they keep your sale together when things become complicated.

Looking at the fee in isolation can be a surprisingly expensive mistake.

Focus on what you’ll have left, not what you’ll pay

Imagine two estate agents valuing the same £300,000 property.

One charges a lower fee but negotiates a sale at £292,000.

The other charges a little more but secures £300,000 after stronger marketing and skilled negotiation.

Which agent was actually cheaper?

Even after paying a higher fee, the seller could still walk away with several thousand pounds more.

That’s why experienced sellers often focus on their net proceeds, not simply the percentage commission.

Why do some agents charge significantly less?

There are many reasons, and low fees don’t automatically mean poor service.

However, it’s important to understand what’s included.

Some agencies operate on a high-volume model, listing large numbers of properties while relying on streamlined processes to keep costs down.

Others invest more heavily in professional photography, video marketing, accompanied viewings, negotiation and dedicated sales progression.

Neither approach is inherently right or wrong.

The important question is whether the service you’re paying for matches your expectations and gives your property the best chance of achieving its full potential.

The real value often appears after you’ve accepted an offer

Many homeowners assume an estate agent’s job finishes once a buyer is found.

In reality, that’s often when some of the most important work begins.

A sale agreed is not the same as a sale completed.

Mortgage valuations.

Survey issues.

Conveyancing delays.

Property chains.

Unexpected negotiations.

These challenges regularly arise during the legal process, and proactive sales progression can make the difference between completing successfully and watching a sale fall apart.

Good estate agents spend a significant amount of time resolving problems buyers and sellers never even become aware of.

Negotiation is where experience pays for itself

Negotiation isn’t about persuading someone to pay more than a property is worth.

It’s about understanding buyer motivation, presenting value effectively and knowing when to hold firm or compromise.

A small improvement in the agreed sale price can easily outweigh the difference between one agent’s fee and another’s.

It’s one of the least visible parts of estate agency, but often one of the most valuable.

Five questions worth asking before choosing an agent

Rather than focusing solely on commission, consider asking:

• How did you arrive at your valuation?
• What marketing will my property receive?
• Who will conduct the viewings?
• How will you keep my sale progressing once a buyer is found?
• Can you show examples of similar homes you’ve successfully sold?

The answers often reveal much more than the fee itself.

Value is about outcomes

Every seller wants good value.

That doesn’t necessarily mean choosing the cheapest option.

It means appointing someone who understands your local market, markets your property effectively, negotiates confidently and supports you from valuation through to completion.

At Location Location East, we’ve always believed our role is to maximise what our clients take away from their move, not simply minimise what they pay us.

That’s why we prefer conversations about outcomes rather than percentages.

After all, when the sale completes, it’s not the fee you’ll remember.

It’s how much you achieved for your home and how smoothly the journey unfolded.

Frequently Asked Questions

Is it worth paying a higher estate agent fee?

Sometimes, yes. If an agent secures a stronger sale price or helps prevent a sale from falling through, the additional fee can often represent excellent value. It’s worth comparing the overall outcome rather than the commission percentage alone.

Should I always choose the estate agent with the highest valuation?

Not necessarily. A valuation should be supported by recent comparable sales, local market evidence and buyer demand. An unrealistically high valuation can lead to a longer time on the market and future price reductions.

What does an estate agent actually do after finding a buyer?

A significant amount of work often happens after an offer is accepted. Estate agents liaise with solicitors, surveyors, mortgage advisers and buyers to help keep the transaction progressing and resolve issues before they threaten the sale.

How can I compare estate agents fairly?

Look beyond the fee. Consider their marketing, communication, negotiation skills, local knowledge, reviews and how they’ll support your sale from instruction through to completion.

Why does negotiation make such a difference?

A skilled negotiator may secure a higher sale price or better terms that more than offset any difference in commission. Even a small increase in the agreed price can leave you financially better off.

About the Ethical Agent Network

Choosing an estate agent should be about trust as much as results. As founding members of the Ethical Agent Network, we believe sellers deserve honest advice, transparent communication and recommendations that are based on evidence rather than simply winning instructions.

Sources

• Ethical Agent Network: https://www.ethicalagentnetwork.co.uk

Article by Andrew Overman | Partner | Location Location East