
Find the right estate agent
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Online estate agents can help you sell your property without using a traditional high-street agent. Run via websites and call centres, they tend to offer a more basic service than you'd receive from a high-street agent and, as a result, they charge lower fees.
Two types of online agents have emerged over the last few years.
Online-only estate agents require the seller to do most of the work themselves, from taking photos and creating an advert to handling buyer enquiries, conducting viewings and negotiating offers.
But many online-only estate agents have now evolved into hybrid agencies, employing 'local property experts' to handle buyer enquiries, accompany viewings and negotiate offers.
Use the free tool from GetAgent to compare estate agents in your local area, based on past performance.
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The services offered by online estate agents - particularly hybrid agencies - are similar to those offered by high-street agents, but often in a more stripped-back form.
Most online estate agents now offer the option of valuing and marketing your home and arranging property viewings. Many can also negotiate and accept offers on your behalf, and liaise with your conveyancer, other estate agents and buyers until the sale is complete.
While high-street estate agents will usually charge you a percentage of your property's selling price, online estate agents generally charge fixed fees. This means that using an online agent is often much cheaper, especially if your home is worth a lot of money.
For example, if you sold a property worth £250,000 using a high-street estate agency that charged 1.3% commission, you'd pay £3,250. Online estate agents typically charge a flat fee of between £300 and £1,500, regardless of the value of your property.
A major downside of online estate agents' lower prices is that you'll often have to pay up front, regardless of whether they end up selling your home or not. Paying a fixed fee also reduces the agent's incentive to sell your property for the highest possible price.
However, some online estate agents offer the option to pay once you've completed the sale but for a slightly higher price, reducing the risk of wasting your money.
Some also offer a deferred payment option, where you pay at a defined point in the future, for example, 10 or 12 months down the line. This may involve entering into a credit agreement with the agency, so make sure you fully understand the terms before signing on the dotted line.
An online-only agent is likely to use online data to value your home, while hybrid online estate agents will send a 'local expert' to provide a valuation. However, you won't necessarily get a valuer with specific knowledge of the local market.
Remember you don't have to use the valuation provided. Ask three firms - high street or online - and go with an average, or whatever you think is the right price based on recent similar examples you've found through your own research.
Inviting a variety of companies to value your home and talking to them about their sales process will also enable you to more deeply understand the differences between online and high street estate agents.
Online estate agents will list your home on their site as well as other online property portals such as Rightmove and Zoopla. Some will install a 'for sale' sign outside your house, although they might charge extra for this.
High street estate agents will do all of the above as a standard part of their service, and can also place adverts in their branch windows.
The default option with most online estate agents is that you conduct the viewings yourself.
However, a lot of online agents now offer accompanied viewings for an extra fee of around £300, or as part of a more expensive package than their standard offering.
Some (though not all) online estate agents will vet buyers, typically getting details of names, finances and whether potential buyers are already part of a chain.
We'd recommend asking your agent exactly how this works, as some companies use third parties to do this.
Someone will visit to take photographs and create floor plans if you sign up for this option, and you'll meet the 'local property expert' if the agency sends one round.
However, all other contact will usually be via email or phone - and many online estate agencies offer online portals where you can access helplines or chat services outside traditional working hours, with some offering 24/7 support.
At the moment, online estate agents only have a small share of the estate agency market, though this looks likely to grow.
Online estate agents had a market share of 5%, based on the number of exchanges to take place in the first quarter of 2025, according to a report by the data consultancy TwentyCI. This is down from a high of 8.2% in 2019.
The data agency also reports that online estate agents are most commonly used by people selling lower-value properties under £200,000 and homes in the Midlands and northern regions of the UK.
Online estate agents are governed by the same regulations that cover high street estate agents.
As with high street agents, online estate agents must be members of a government-approved redress scheme - the Property Ombudsman Limited or the Property Redress Scheme.
Your agent has to be clear about which redress scheme they are a member of, and the scheme should be your first port of call if you have a problem.
Trading Standards will also investigate agents that it believes have acted in breach of the 1979 Estate Agent Act, which sets out minimum standards of conduct for estate agents.
Online estate agents can be a great money-saving option when you're selling your house, but you should be aware of the pros and cons of these services before making a decision.
Find out more: how to find the best estate agent
There isn't a straightforward 'yes' or 'no' answer to whether you should use an online estate agent.
If you think your property will sell relatively easily and you'd be comfortable showing buyers around your home, then using an online estate agent could present good value.
However, if you're stretched for time or would prefer more tailored support and advice, you may be better off using a high-street agent.
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