The short answer
Invite several agents and ask each to support the recommended asking price with recent completed sales, current competing listings and a clear launch strategy. Then compare the all-in fee, contract restrictions, service plan and likely net proceeds. A confident valuation without relevant evidence is a marketing claim, not proof.
Questions every valuation should answer
- Which completed sales are genuinely comparable, and what adjustments were made?
- Which similar homes are competing for buyers now?
- What asking-price range is recommended, and why?
- How will interest, viewings, feedback and offers be reported?
- Who conducts viewings and sales progression?
- Is the agreement sole agency, sole selling rights, joint or multi-agency?
- What is the minimum term, notice period and withdrawal position?
- Is the quoted fee inclusive of VAT and are there optional extras?
Worked example: compare net proceeds
Agent A recommends £410,000 at a 1.5% fee inclusive of VAT. Agent B recommends £400,000 at 1.0%. If each achieves the recommended figure, Agent A's fee is £6,150 and proceeds before other costs are £403,850; Agent B's fee is £4,000 and proceeds are £396,000. But that £7,850 difference exists only if Agent A can actually achieve the higher completion price. Test both outcomes—and a price reduction—using the sale-proceeds calculator.
Read the contract, not just the percentage
Sole selling rights can create a fee liability even if you find the buyer yourself. A long minimum term can delay a change of agent. Check when a fee becomes payable, whether VAT is included, what happens if two agents claim introduction, and whether photography, portals, boards or withdrawal carry separate charges. Ask for amendments in writing before signing.
Assess the operating service
Look at similar listings, photographs and floor plans; test response times; ask who qualifies buyers and progresses the chain; and request evidence on fall-through handling. Online visibility matters, but so do accurate particulars, viewing quality, negotiation and communication after offer acceptance.
Primary guidance
GOV.UK sets out the broad process in Selling a home. Estate agents must also belong to an approved redress scheme; see the government's estate-agency redress guidance. These sources do not endorse a particular agent or valuation.
Limitations and corrections
Contract interpretation depends on the wording and circumstances. Seek legal advice if liability is unclear. Report corrections to hello@propertiesandhomes.co.uk.
Reviewed by the Properties & Homes editorial team
Published and last reviewed: 14 August 2026.
Change log: first edition.