The average household moves once every 20 years meaning people are out of practice when it comes to selling and buying homes and how to choose the best agent to see your property. What should you look out for when choosing an agent to sell your home?
Our new research, in partnership with YouGov and Opinium, reveals what factors matter most when homeowners are choosing an estate agent. And it turns out, the price isn’t the priority.
Local knowledge leads the way
The number one reason sellers choose a particular estate agent? Local presence.
Nearly 1 in 5 recent sellers (20%) said the most important factor was that the agent was already selling other homes nearby. In other words, sellers want someone who understands their patch and the likely buyers for your home.
Close behind was the agent being well known locally for their expertise and experience (13%). Word of mouth still carries weight, and agents with a strong reputation in the area are more likely to win instructions.
Aligning with seller priorities
Estate agents work hard to understand what sellers want, but sometimes the two don’t quite line up. When asked what they thought mattered most, the views of estate agents varied to what sellers saw as most important:
11% of estate agents said it was all about having the best negotiation skills.
Another 11% believed mortgage and financial advice would win the day.
Both sound pretty important, and they can be, but homeowners ranked them a little further down the list..
What sellers really want? An agent who knows their home patch inside out and can get the job done with as little stress as possible. The good news is, many agents are already doing exactly that, it’s simply a case of putting those strengths front and centre.
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Reputation beats low fees
While a low selling fee might catch your eye (who doesn’t love a deal?) when it comes to selling your home, most people are actually looking for something a bit more valuable: trust, results, and a solid reputation.
In fact:
30% of sellers went with an estate agent they’d used before
14% chose someone recommended by family or friends
That says it all. Sellers aren’t just chasing discounts, they’re choosing agents they know will deliver. Someone who’s been there, done it, and has the glowing reviews (or neighbourly nods) to prove it.
Because when you're selling your biggest asset, you don’t want to gamble on the cheapest option. You want to know you’re in safe, experienced hands.
Rich Hayes, our Chief Operating Officer at Zoopla, says: "Our latest research powerfully highlights what’s driving seller decision-making in today’s market and underscores the pivotal role of a valuation. It highlights that local presence, expertise, and reputation are far more crucial to consumers, and it really is about building trust with vendors from the outset, not just promoting low fees. Agents that are growing the fastest are shifting their mindset, and leading with marketing, data, and service to justify a higher fee.”
Tools to make the decision easier
To help homeowners choose wisely, Zoopla’s MyHome tool shows you agents who are active nearby, including the homes they’re currently marketing and how far they are from your own. It’s an easy way to size up who’s making moves in your neighbourhood.
If you’re thinking about selling, focus on what really matters: local expertise, a solid reputation, and agents who actually know your area.
Because at the end of the day, it’s not about who charges the least but about who can help you achieve the result you want, with as little stress as possible.