The agent selection mistake

You’re interviewing three estate agents. One values your property at £350k with two per cent fees. Another suggests £375k at 1.5 per cent. The third recommends £340k at two per cent with additional services. Most sellers choose the £375k agent because the higher valuation and lower fees look like obvious value. Then the property sits unsold for months while the agent slowly suggests reductions toward the £340k the honest agent recommended from the start.

Here’s what separates agents who genuinely achieve sales from those who win instructions with unrealistic promises: the questions that reveal whether they’re operating strategically or simply telling you what you want to hear.

Ask for comparable evidence

Ask: “What have similar properties achieved at completion in my immediate area within the past three months?”

If an agent cannot provide at least three specific addresses, completion dates, and sale prices, they’re guessing. And you’re not paying commission for guesses. Agents who give valuations significantly above recent completed sales aren't spotting hidden value - they’re buying your instruction with numbers they’ll reduce later.

Question their performance data

Ask: “What’s your average time from listing to completion for properties like mine in this postcode?”

You need this agent’s real performance, not national averages. If they avoid specifics or drift into generic market commentary, that’s a red flag. Also ask about properties they failed to sell - how they explain those cases tells you far more than their success stories.

Understand their marketing strategy

Ask: “How will you market my property differently from other agents listing in my area?”

If the answer is “professional photos and Rightmove,” that’s not a strategy - it’s standard service. Look for detail: targeted campaigns, buyer database segmentation, local marketing tactics, and a clear plan tailored to your home.

Clarify the fee structure

Ask: “What exactly do your fees cover, what costs extra, and what happens if I want to leave early?”

Is photography included? Floorplans? Premium listings? EPC? Are there withdrawal fees? The cheapest agent is rarely best - low fees often mean poor presentation and minimal marketing. But high fees without enhanced service are equally problematic. Get everything in writing.

Assess their reduction plan

Ask: “If we don’t receive offers, when do you recommend adjusting price and by how much?”

Their answer tells you everything about their strategy. Agents who rush to cut price after two weeks don’t understand market positioning. Good agents diagnose the problem first: presentation, marketing, photography, or pricing. Reductions should be evidence-based, not reactive.

The bottom line

Choose agents who provide verifiable evidence, realistic pricing, and clear marketing strategies - not inflated valuations or vague assurances. The right agent sells your home; the wrong one costs you months, money, and momentum.

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