What do estate agents typically charge?
Most UK estate agents charge between 0.75% and 3% of the final sale price, plus VAT at 20%. The national average sits around 1.2-1.5% + VAT. On a property selling for £300,000, that's roughly £3,600-£4,500 + VAT (£4,320-£5,400 total). Fees vary significantly by region — London agents tend to charge lower percentages (0.75-1.25%) because property values are higher, while agents in lower-value areas may charge 1.5-2.5% to make the economics work.
The average UK estate agent fee is 1.42% + VAT, equating to approximately £4,260 + VAT on a £300,000 property.
Sole agency vs multi-agency
A sole agency agreement means one agent has exclusive rights to sell your property for a set period (usually 8-16 weeks). This is the most common arrangement and typically costs 1-1.5% + VAT. Multi-agency means two or more agents market your property simultaneously — the one that finds the buyer earns the fee. This costs more (typically 2.5-3.5% + VAT) because agents know they might do work without getting paid. Joint sole agency sits in between — two agents share the fee regardless of who finds the buyer, typically at 1.5-2% + VAT.
Online agents: the fixed-fee model
Online and hybrid agents like Purplebricks (now closed), Strike, and Yopa typically charge a fixed fee — often £999-£1,499 — rather than a percentage. The trade-off is clear: you save money on higher-value properties but may get less hands-on service. Most online agents charge upfront regardless of whether your property sells, which means you carry the risk. Some offer a 'no sale, no fee' option at a higher price.
Beware upfront fee models. If your property doesn't sell, you've still paid. Always ask whether the fee is payable on completion or upfront.
What's included in the fee?
A standard estate agent fee should cover: property valuation, professional photography, floor plans, online listings (Rightmove/Zoopla), accompanied viewings, buyer qualification, offer negotiation, and sales progression through to completion. Some agents charge extra for premium photography, virtual tours, or enhanced portal listings. Always ask for a written breakdown of exactly what's included before signing.
Hidden costs to watch for
Look out for tie-in periods (locking you in for 12-20 weeks even if you're unhappy), withdrawal fees (charging you if you take the property off the market), and 'ready to sell' fees (charged for marketing materials if you don't proceed). Some agents also add charges for EPC certificates, premium Rightmove listings, or accompanied viewings. Ask specifically: 'Is there any circumstance in which I'd pay more than the quoted fee?'
How to negotiate agent fees
Agent fees are always negotiable — they are not fixed. Get quotes from at least three agents and let each know you're comparing. Agents are most willing to negotiate on percentage during quieter months (December-February) or when they're trying to build their stock. You can also negotiate on service terms: shorter tie-in periods, better photography, or additional viewings. On a £300,000 property, negotiating from 1.5% to 1.2% saves you £900 + VAT.
The best time to negotiate is when you have multiple agents competing for your instruction. Always get quotes in writing.
The open for offer alternative
open for offer takes a different approach. You can test the market for free to see if there's genuine buyer interest before committing to a full listing. DIY listings start at £9.99/month with no long-term contract. For sellers who want agent support, our managed sale service matches you with a local agent at 0.5-0.8% + VAT — significantly below the industry average — because agents compete on our platform rather than setting their own rates.