Selling your home is an emotional decision, not just a financial one. You’re saying goodbye to a place filled with memories, the results of your hard work and the odd DIY project that never quite turned out the way you wanted. For many homeowners their property is their biggest asset. Picking an estate agent who will do it justice is therefore one of the most important decisions you’ll make.
At Bowson, we’ve put together this guide to help you understand what to look for, whether you choose us or another agent. Below you’ll learn how to assess your own priorities, identify an agent that feels like a good fit, and understand the nuts and bolts of contracts, marketing, fees and communication. Along the way we’ll share independent research and industry insights so you can make a confident, informed choice.
Understand Your Needs Before You Begin
Every seller’s situation is different. Before you invite agents round, take some time to reflect on what you need from the process. Ask yourself:
- Timescales: Do you need a quick sale because you’ve already found another property? Would you rather wait for the right buyer at the right price?
- Level of support: Do you want someone to handle everything or are you happy to be more hands‑on? Some clients prefer weekly progress calls; others just want to know when there’s an offer on the table.
- Type of marketing: How do you want your home to be presented, are you happy if someone just takes some photos or do you want engaging videos, drone shots, social media campaigns?
- Negotiation skills: Are you selling an unusual property where the buyer pool is limited? or perhaps you’re looking to break a record on your street, An agent with proven negotiation expertise can be vital.
Having a clear list of priorities makes it much easier to spot agents who genuinely meet your needs rather than those who offer a “one size fits all” approach. It also ensures conversations stay focused on your goals rather than just a headline valuation.
Find an Agent Who Feels Like a Partner
Experience matters, but personality and communication style matter too. Selling a home can be stressful, so you should feel comfortable with the person who’ll be representing you. Spend time speaking to several agents. Look for someone who listens carefully, asks questions about your situation and explains the process in a way that makes sense to you.
Do Your Research
- Check online reviews: Read Google and Facebook reviews and filter by most‑recent to get a feel for current service levels.
- Explore their marketing: Follow agents on social media. Are they proactive, informative and creative? Do their posts highlight the lifestyle and strengths of the properties they sell? A strong online presence is essential because 97 % of homebuyers start their search online.
- Visit their website: It should be easy to use, load quickly and showcase listings attractively. A clunky website can indicate a lack of investment in technology.
- Who’s in contact with you? who reaches out to you, who do you see often online? if an agent is proactive with you, it’s a sign they’ll be proactive with buyers.
When You Meet Them
Ask about their recent successes with properties similar to yours. Discuss how they would market your home and which types of buyers they expect to attract. The right agent will balance optimism with honesty, giving you a realistic valuation and a clear strategy.
Demystify Estate Agent Contracts
Once you’ve found a good match, it’s time to look at the contract. Contracts set out how long you’ll work with the agent, what they’ll do and what it will cost. sole‑agency lock‑in periods vary dramatically, but four to twelve weeks are most common and anything longer is unnecessary. Here’s what to look out for:
- Length of the tie‑in period: Many agents ask for eight to twelve week Beware of contracts that tie you in for 16 or even 26 weeks; a long tie‑in can leave you stuck if the agent underperforms. At Bowson we believe twelve weeks is sufficient for niche properties, but shorter periods, even zero weeks can be appropriate when there’s strong demand.
- Notice period and exit clauses: Check how you can terminate the agreement and whether there are any withdrawal fees or penalties. Open‑ended agreements can leave sellers paying commission to multiple agents if a buyer originally introduced by the first agent comes back later.
- Cooling‑off period: If you sign a contract away from the agent’s office (for example, at home), the Property Ombudsman’s Code of Practice entitles you to a 14‑day cooling‑off period This gives you time to reconsider without penalty.
- Hidden costs: Marketing costs should be included in the commission. Watch out for extra fees for photos, premium portal listings or “preferred” solicitors and mortgage advisers.
Bowson’s Approach
To give you an insight into our thoughts, we think the maximum contract length should be 12 weeks and no more and even that is for more niche properties where we need time to really get the marketing out far and wide. Recently we’ve been offering 8 weeks down to 0 weeks depending on the property and listing price. There’s no one answer but our ethos is if we can’t sell your home within a reasonable timescale, why should you be trapped if you’re not happy? Thankfully it’s not often the case!
You should never sign 26 week contracts, why does an agent need half a year to sell your home!
Consider Fees – But Don’t Choose on Price Alone
Don’t judge agents solely on how much commission they charge or what valuation they give for your home. Agents who are proactive and can demonstrate clearly all the steps they’ll take to sell your home are the most likely to provide a good service and more importantly get you the best price in a realistic timescale.
Fees typically range from 0.75% to 2% of the sale price (plus VAT), or some agents charge a flat fee. Corporate or online agents might offer the lowest fees, but often prioritise referrals (solicitors, mortgages) over your sale.
A low fee might sound tempting, but it often means handling everything yourself and receiving minimal support. What really matters is a fair fee that reflects expert negotiation, proactive communication, and a marketing strategy that showcases your home’s story.
Marketing Matters – Showing Your Home Off
In today’s digital world, buyers expect high‑quality visuals and easy access to information. 97 % of homebuyers use the internet during their search, with attention spans short, your agent needs to make your property stand out.
Here’s what to ask about:
- Online portals: Your home should be listed on the major property portals (Rightmove, Zoopla) plus the agent’s own website and social channels. Most buyers begin on the portals.
- Professional photography and floor plans: Quality photos encourage viewings. Aerial photos can be particularly powerful; research compiled by Matterport shows properties with aerial photos sell 68 % faster than those with standard images alone. Bowson uses professional photography and, where appropriate, drone footage to showcase features like gardens, views and neighbourhood context.
- Targeted marketing: Ask whether the agent maintains a database of registered buyers looking for homes like yours. Good agents don’t just wait for the phone to ring, they proactively match listings to serious buyers.
- Storytelling: Marketing isn’t just about facts and figures. Engaging social media posts, short videos and lifestyle‑focused descriptions help buyers imagine themselves living in your home. Bowson’s in‑house team creates bespoke content for each property, and we’ll work with you to highlight your home’s unique story.
Communication & Negotiation
Selling a property involves lots of moving parts. A good agent will keep you informed and negotiate firmly on your behalf. When interviewing agents, ask how often they will update you (for example, weekly calls or emails) and how quickly they respond to enquiries. Clear, consistent communication is crucial, you should understand how your agent will update you on viewings, offers and negotiations.
Negotiation is where your agent can add real value. Test their skills by asking how they would handle a low offer. Look for an agent who can explain how they justify your price using local comparable sales and highlight unique features of your home. At Bowson, our negotiators are trained to extract the best possible price while keeping deals together, we’ll give you honest feedback on offers and help you decide when to accept or hold out.
Local Expertise – Why It Matters
Back in the day, the high street agent round the corner was everyone’s pick. Times have changed, and just because an agent’s close doesn’t mean they’re the best fit. You need someone who researches thoroughly, chats with you to tap into your knowledge, after all, nobody knows your home better than you do! A great agent blends local market insight with clever marketing and a strong buyer database to reach the right buyers.
Ask:
- What’s the market like in my area, selling fast or slow?
- Recent sales nearby, what did similar homes fetch?
- What’s special about my home here, what’ll grab buyers?
- How will you reach the largest audience?
If they’re guessing or vague, they might lack the know-how you need. You want someone with a plan that you believe in.
Pulling It All Together
Choosing the right estate agent Is about finding someone who understands you, your homes potential, and has the expert skills to sell it well.
Pay attention to their service standards, marketing strategy, communication, negotiation skills, local expertise, and contract terms. The right agent isn’t just there to list your property they’re there to protect your interests and deliver the best possible outcome.
Not all agents are the same, and the right one makes selling less daunting.
Take your time, ask tough questions, trust your gut.
You’ve got this!
