01
What evidence supports your recommended asking price?
Ask the agent to support their recommendation with comparable properties that have recently sold, competing properties currently for sale and evidence of buyer demand.
Some agents may suggest an inflated asking price to win your listing, only to recommend reductions after the property has been on the market for several weeks. An unrealistic price can waste the important initial period when buyer interest is usually strongest.
A trustworthy agent should be able to explain the evidence behind their recommendation, even if their suggested asking price is not the highest one you receive.
02
Who will personally look after my sale, and how many other sellers are they working with?
The person who impresses you during the market appraisal may not be the person who looks after you once your property is listed.
Ask whether you will have one named agent responsible for the marketing, viewings, feedback, negotiations and sales progression. You should also find out how many other sellers that person is currently working with.
A dedicated agent who knows you, your property and your circumstances offers a very different service from being passed between several departments.
03
How will you present my property to make it stand out?
Ask how the agent will help you prepare your property before photography. This should include practical advice on decluttering, arranging rooms and presenting each space effectively. For some properties, professional home staging may also be beneficial.
The presentation package could include professional photography, an accurate floor plan, carefully written details, video, a 3D virtual tour and, where appropriate, drone photography or footage.
Ask whether the agent will produce a lifestyle property brochure that communicates what it feels like to live in the property and highlights the location, local amenities and distinctive features of the home.
04
How will you promote my property to the widest possible audience of buyers?
Ask what the agent will do beyond uploading your property to the major property portals.
A comprehensive promotional campaign could include
- ✓Contacting suitable buyers directly
- ✓Promoting the property to the agent’s existing buyer database
- ✓Email marketing
- ✓Direct-mail campaigns to selected households
- ✓Canvassing cards delivered around the property and surrounding area
- ✓Promotion through a wider network of estate agents and property professionals
The agent should identify the types of buyers most likely to be interested and explain how each part of the campaign will reach them.
05
What hours do you work, and when will you be available for viewings?
Many potential buyers work during normal office hours, so evenings and weekends may be the most convenient times for them to view your property.
Ask when the agent will be available to conduct viewings and who will respond to enquiries outside standard office hours.
Flexible availability can prevent interested buyers from being lost because they cannot attend during limited viewing times.
06
What is your social media strategy for my property?
Social media can introduce your property to potential buyers who are not actively searching on the major property portals.
Ask which platforms the agent will use, including Facebook, Instagram, TikTok, LinkedIn and YouTube, and why those platforms are appropriate for your property and its likely buyers.
Find out whether the campaign will rely on organic posts to existing followers or include paid advertising targeted by factors such as location, interests and likely buyer profile.
The agent should explain what content they will create for each platform, who they want to reach and how they will measure the interest generated.
07
Who will conduct the viewings, and how will feedback be handled?
Find out whether viewings will be accompanied by someone who understands your property and can answer buyers’ questions effectively.
Ask how quickly feedback will be collected, when it will be shared with you and how the agent will act on recurring comments or concerns.
08
Are you part of a national network of estate agents who refer buyers to one another?
A buyer looking in your area may currently be speaking to an estate agent elsewhere in the country, particularly if they are relocating for work, family, lifestyle or retirement.
Ask whether the agent belongs to a national referral network and how actively its members share suitable properties and buyer requirements.
Find out whether your property will be personally introduced to agents in relevant locations. An active referral service is very different from simply belonging to a professional association.
09
How will you negotiate the best result and manage my sale through to completion?
Receiving an offer is only the beginning of the process.
Ask who will negotiate on your behalf and how they will assess the complete strength of each offer. The highest figure is not always the best result if the buyer has a weak financial position, a complicated chain or an unrealistic timescale.
Once you accept an offer, the agent should remain actively involved. Ask who will check the chain, communicate with solicitors and other estate agents, identify delays and keep everyone moving towards completion.
10
Will I be tied into a contract, and what happens if I am unhappy with the service?
A low fee can appear attractive, but it may come with a lengthy sole-agency period. Some agreements can tie a seller to an estate agent for 16 weeks or longer, even when the service falls short of expectations.
Before signing, ask
- ?How long is the initial agreement?
- ?Is there a notice period?
- ?When can notice be given?
- ?Can I terminate if I am unhappy with the service?
- ?Will any withdrawal charges or other fees apply?
- ?Could I still owe a fee after appointing another agent?
Ask the agent to show you the relevant terms in the contract rather than relying on a verbal explanation.
A confident agent should earn your continued business through the quality of their service rather than depend on a long contract.
