Selling your home is likely to be one of the biggest financial decisions you’ll ever make.
Choosing the right estate agent is part of that process.
Most agents work incredibly hard, care about their clients and genuinely want to achieve the best possible result. But as with any profession, you’ll sometimes hear bold claims that sound almost too good to be true.
That doesn’t automatically mean they’re wrong.
It simply means they’re worth exploring a little further.
The best question you can ask isn’t, “Is that true?”
It’s, “Can you show me why?”
Here are five examples.
“Your home is worth more than everyone else has told you.”
Who wouldn’t want to hear that?
Sometimes it’s absolutely justified.
Occasionally, one agent has identified something others have overlooked.
Equally, though, an optimistic valuation can feel very persuasive during a market appraisal.
Rather than focusing solely on the number, ask what sits behind it.
Is the valuation based on recent sold prices?
Current competition?
Buyer demand in your price range?
A professional agent should be happy to explain exactly how they reached their conclusion.
Evidence is far more valuable than enthusiasm.
“We’ve already got buyers waiting.”
This may well be true.
Every established estate agency has a database of registered buyers.
The important question is whether those buyers are genuinely ready to proceed.
Have they already sold their own home?
Are they financially qualified?
Have they recently viewed similar properties?
How active are they today?
The more specific the answers, the more confidence you can have that those buyers represent a real opportunity rather than simply names on a mailing list.
“We’ll sell your home in two weeks.”
Some homes really do sell that quickly.
Others don’t.
No one can predict exactly how buyers will respond before a property reaches the market.
Instead of asking for guarantees, ask about the strategy.
What happens if the initial launch doesn’t produce the expected level of interest?
How will marketing evolve?
When will performance be reviewed?
The strongest agents usually rely on preparation and planning rather than promises.
“We’ll beat any fee.”
Lower fees naturally attract attention.
But value and price aren’t always the same thing.
Before comparing percentages, understand exactly what you’re receiving.
Who conducts the viewings?
Who negotiates offers?
Is professional photography included?
What about video marketing?
How proactive is the communication once a sale has been agreed?
Sometimes a lower fee represents excellent value.
Sometimes paying slightly more results in a significantly better financial outcome because the property achieves a stronger sale price.
It’s always worth looking at the complete picture.
“Our marketing is unique.”
It’s a phrase you’ll often hear.
But truly unique marketing should be easy to demonstrate.
Ask to see recent listings.
Browse their social media channels.
Watch a selection of their property videos.
Look at the quality of the photography and the written descriptions.
Then ask a more important question.
How has that marketing actually helped clients achieve successful sales?
Good marketing isn’t about looking different for the sake of it.
It’s about generating attention from the right buyers.
Confidence should always be backed by evidence
Choosing an estate agent shouldn’t come down to who makes the biggest promises.
It should come down to who provides the clearest advice, supports their recommendations with evidence and has a well-thought-out strategy for achieving the best result.
At Location Location East, we encourage homeowners to ask questions, whether they’re speaking to us or anyone else.
In fact, we’d much rather someone challenged our advice than accepted it without understanding why.
As founding members of the Ethical Agent Network, we believe transparency isn’t something to mention after the conversation. It should be part of every recommendation, valuation and marketing strategy from the very beginning.
So, if a claim sounds particularly impressive, don’t dismiss it.
Simply smile and ask one more question.
“Can you show me the evidence?”
The best agents won’t mind at all.
They’ll probably welcome the opportunity.
Article by Andrew Overman | Partner | Location Location East
