Selling your home starts with choosing the right person to represent it

For most people, selling a home is one of the biggest financial decisions they’ll ever make.

Yet before the photographs are taken, before the viewings begin and before your property even reaches the market, there’s another important decision to make.

Who do you trust to sell it?

Unfortunately, estate agency hasn’t always enjoyed the strongest public reputation. The Ipsos Veracity Index 2025 reported a fall in public trust towards estate agents compared with the previous year.

While that statistic isn’t particularly flattering for the industry, it serves as a useful reminder that homeowners should never feel obliged to accept poor service.

The good news is that there are many excellent estate agents who genuinely care about achieving the best outcome for their clients. Knowing what to look for can help you separate them from the rest.

Honesty should come before optimism

One of the first conversations you’ll have with an estate agent is about value.

It’s also one of the most important.

A good valuation isn’t based on guesswork or simply telling you the highest figure in the hope of winning your instruction.

It should be supported by recent comparable sales, current buyer demand, market conditions and local knowledge.

An honest valuation may not always be the highest one you receive, but it’s far more likely to result in a successful sale without unnecessary price reductions later.

Communication shouldn’t stop once you’ve signed

One of the biggest frustrations sellers describe is feeling forgotten once their property is on the market.

You shouldn’t have to chase updates or wonder what’s happening.

Good estate agents communicate regularly, explain feedback honestly and keep you informed throughout every stage of the process.

Even when there’s little to report, keeping sellers updated builds confidence and trust.

Transparency matters

Selling a property involves important decisions.

That means you should always understand exactly what you’re agreeing to.

Professional estate agents explain their fees clearly, outline what’s included in their service and answer questions openly.

If something isn’t clear, don’t be afraid to ask.

You deserve straightforward answers before committing to anything.

A sale isn’t over when the offer is accepted

Many people assume an estate agent’s work ends once a buyer has been found.

In reality, that’s often where some of the most valuable work begins.

Mortgage valuations.

Survey negotiations.

Conveyancing.

Property chains.

Unexpected delays.

An experienced estate agent continues working behind the scenes to keep your transaction progressing and resolve issues before they threaten your move.

It’s work that’s often invisible, but incredibly important.

Watch how an agent behaves before you appoint them

First impressions count.

The way an estate agent communicates during your valuation appointment is often a good indication of what working with them will be like later.

Ask yourself:

• Did they listen more than they talked?
• Did they explain how they reached their valuation?
• Were they happy to answer difficult questions?
• Did they provide evidence rather than sales promises?
• Did you feel informed rather than pressured?

Those early interactions usually tell you a great deal.

A few warning signs worth recognising

Not every estate agent will be the right fit.

Some warning signs include:

• Valuations that seem significantly higher than everyone else’s without supporting evidence.
• Pressure to sign paperwork immediately.
• Vague explanations about fees or contract terms.
• Poor communication before you’ve even instructed them.
• An unwillingness to discuss local market evidence.

If something doesn’t feel right, it’s perfectly reasonable to seek a second opinion.

After all, you’re choosing someone to represent one of your most valuable assets.

Trust is earned, not claimed

Any estate agent can tell you they’re trustworthy.

The better question is how they demonstrate it.

At Location Location East, we’ve always believed trust is built through honest conversations, realistic advice and delivering on the promises we make.

That’s one of the reasons we became founding members of the Ethical Agent Network. We believe being willing to have our professional standards independently assessed reflects the way we want to do business, putting transparency, integrity and our clients’ interests at the centre of every move.

Whether you choose us or another agent, we hope you’ll judge them on their professionalism, communication and commitment to achieving the best possible outcome, not simply the promises made during a valuation appointment.

Frequently Asked Questions

How can I tell if an estate agent is genuinely trustworthy?

Look beyond the sales pitch. A trustworthy estate agent should provide evidence to support their valuation, explain their fees clearly, communicate openly and answer your questions honestly without applying pressure.

Is the highest valuation always the best choice?

Not necessarily. An inflated valuation can sometimes be used to secure your instruction before recommending price reductions later. Ask every agent how they’ve arrived at their figure and request examples of recent comparable sales.

What questions should I ask when comparing estate agents?

Ask how they’ll market your property, who conducts viewings, how they handle sales progression, how often they’ll communicate with you and what evidence supports their recommended asking price.

Why is communication so important during a house sale?

Buying and selling property involves multiple parties, legal processes and unexpected challenges. Regular communication helps reduce uncertainty and allows problems to be addressed before they become bigger issues.

What is the Ethical Agent Network?

The Ethical Agent Network is a national organisation recognising independent estate agents who meet independently assessed standards of professionalism, honesty and customer service. Membership is earned through assessment rather than purchased, providing consumers with additional reassurance.

Sources

• Ipsos Veracity Index 2025 (published December 2025): Public trust in estate agents fell by five points compared with 2024.
• Ethical Agent Network: https://www.ethicalagentnetwork.co.uk

Article by Andrew Overman | Partner | Location Location East