Choosing the Right Estate Agent: What Really Gets Your Property Sold, and Over the Line
Choosing an estate agent isn’t just about who lists your home, it’s about who can price it correctly, generate real demand, negotiate strongly and steer the sale through to completion. The difference between “on the market” and “sold” often comes down to the agent you choose.
What Sellers Should Look for When Engaging an Estate Agent
Selling a property is rarely just about putting it on a portal and waiting for the phone to ring. In today’s market, success depends on strategy, precision and follow-through. The agent you instruct will directly influence not only how quickly your home sells, but whether it actually reaches completion.
Here are the key factors every seller should consider before signing an agreement.
1️⃣ Accurate Pricing — Not Inflated Promises
The biggest mistake sellers make is choosing the agent who suggests the highest price.
A strong agent will justify their valuation using:
- Recent comparable sales
- Current competing listings
- Buyer demand trends
- Local market conditions
Overpricing may win an instruction, but it reduces viewings, delays offers and often results in price reductions later, which weakens negotiating power. Correct pricing from day one attracts serious buyers and builds momentum.
2️⃣ Marketing Quality & Exposure
Presentation matters.
Ask to see:
- Professional photography examples
- Floorplans and video tours
- Example property descriptions
- Social media marketing strategy
- Portal positioning and exposure levels
Buyers form an opinion within seconds of viewing a listing online. Poor photos, vague descriptions or missing information will lose you interest before a viewing is even booked.
A proactive agent doesn’t just upload, they launch.
3️⃣ Buyer Qualification & Negotiation Skills
Not all offers are equal.
The right agent will:
- Financially qualify buyers
- Confirm mortgage status or proof of funds
- Assess chain position
- Understand realistic timescales
A good negotiator doesn’t simply pass offers on, they structure deals. They balance price with processability and reduce the risk of fall-through.
The difference between accepting the highest offer and the strongest offer can save months of frustration.
4️⃣ Sales Progression — The Hidden Skill
This is where many transactions fail.
Once a sale is agreed, the real work begins:
- Chasing solicitors
- Monitoring mortgage progress
- Resolving survey issues
- Managing chains
- Keeping communication consistent
An agent who actively progresses the sale dramatically increases the chance of reaching exchange and completion. Without this, deals drift.
Ask how the agency handles progression. Is there a dedicated person? How often are updates given? Who takes responsibility?
5️⃣ Fee vs Value — The Truth About “Cheaper”
Everyone wants value for money, and rightly so. Selling a property is one of the largest financial transactions most people will make.
However, choosing the cheapest agent does not automatically mean you’re getting the best value.
Lower fees often mean:
- Reduced marketing budgets
- Fewer staff handling progression
- Higher negotiator workloads
- Less time spent qualifying buyers
- Minimal after-sales follow-up
If an agent discounts heavily to win business, ask yourself where that shortfall is recovered. Is it through volume over service? Is your property just one of many?
A slightly higher fee with stronger marketing, tighter negotiation and proactive progression can easily achieve a higher sale price and smoother completion, often more than offsetting any difference in commission.
In property, value isn’t the percentage. It’s the result.
6️⃣ Communication & Transparency
You should expect:
- Regular feedback after viewings
- Honest conversations about pricing
- Clear reporting on activity levels
- Accessibility when needed
If communication feels vague at the start, it rarely improves later.
What Really Makes the Difference?
Properties sell when three things align:
- Correct pricing
- Effective marketing
- Strong sales management
- But they complete when there is structure, follow-up and accountability.
Choosing an estate agent is not about who is cheapest or who promises the highest price. It’s about who has the systems, experience and commitment to guide your sale from launch to completion.
Because the right agent doesn’t just get you an offer, they get you to the finish line.
