How To Find A Real Estate Agent

Buying or selling a home is one of the biggest financial moves most people ever make. Making sure you find an estate agent who can guide you through the process is crucial. In the UK, having expert representation is highly preferred by consumers, as it significantly streamlines the often complex property transaction.¹

But not all agents are created equal. How do you find an estate agent who meets all of your needs? Here’s a detailed guide to help you find a qualified agent who fits your unique requirements.

What Does an Estate Agent Do?

As a prospective home buyer, you might think it’s simple enough to search for homes online, but a good estate agent can manage the search for you by: staying on top of new listings, scheduling viewings, and communicating with the agent representing the seller.²

Agents also have access to more home listings than are readily available to the public, including “off-market” properties. When it comes time to buy, an estate agent can help a buyer navigate the purchase contract (often referred to as the “offer” or “heads of terms” leading up to the exchange of contracts), which is critical to the terms of your purchase.

As a home seller, homeowners may be tempted to try to sell on their own, particularly in a hot housing market. But there are still plenty of time-consuming steps, and costs, required to sell a home that an experienced estate agent manages all the time.

A good seller’s agent will know how to stage and market a home for sale, and which repairs might be necessary and which can be skipped.³ It’s also important to note that sellers typically pay the estate agent’s commission in the UK, which usually covers both the seller’s agent’s fee and, indirectly, the buyer’s side if the buyer uses a separate agent (though buyer’s agents typically charge buyers directly for their services).⁴ So, even if you pass up the chance to have representation of your own (selling without an agent), you’ll still be dealing with buyers who may have agents.

Estate Agent vs. ‘Realtor’ vs. Broker in the UK

The terminology used in the US (Realtor, Real Estate Agent, Broker) has slightly different equivalents and regulations in the UK:

Estate Agent: This is the common term in the UK for professionals who facilitate property transactions. There isn’t a national “licensing exam” for all estate agents in the same way as in the US, but they must adhere to specific legal requirements and codes of practice.
‘Realtor’: This term is specific to the US and refers to a real estate agent or broker who is a member of the National Association of Realtors (NAR) and subscribes to its Code of Ethics.⁵ There is no direct UK equivalent to the “Realtor” designation. Instead, UK agents often belong to professional bodies like Propertymark (which encompasses NAEA Propertymark for sales agents) or the Royal Institution of Chartered Surveyors (RICS), which have their own codes of conduct and ethical standards.⁶ Consumers can report agents to their respective redress schemes (e.g., The Property Ombudsman) if they violate the ethical code or relevant regulations.⁷
Broker: In the UK, the term “broker” is more commonly associated with financial services (like mortgage brokers) or commercial real estate. In residential property, agents typically work for or run an “estate agency” or “firm,” rather than being called “brokers” in the US sense. A senior individual within an estate agency might be a “director” or “partner,” overseeing operations and agents, but the specific US titles of Principal/Designated, Managing, or Associate Broker don’t have direct, formally defined UK equivalents in residential estate agency. The firm itself holds the necessary accreditations and memberships.

Differences Between Agents for Buyers and Sellers

The primary difference between a buyer’s agent (often called a “buying agent” or “property search agent” in the UK) and a listing agent (the traditional “estate agent” representing the seller) is that they represent opposite interests.⁸ Both agents want to get the best deal possible for their clients, but the buyer’s agent represents the buyer, while the listing agent represents the seller.

Seller’s Agent Responsibilities (Traditional Estate Agent):

Give the seller an initial home consultation where they do a full walk-through and provide their opinion of the home’s value (a “valuation” or “market appraisal”).⁹
Provide referrals for contractors to perform suggested updates or repairs (e.g., for staging, minor fixes).
Help stage the property, or advise on decluttering and presentation.¹⁰
Develop marketing materials (professional photos, floor plans, virtual tours) and list the property on major online portals (Rightmove, Zoopla, OnTheMarket) and their own website.
Host open houses and private viewings of the home.
Coordinate communication between solicitors (conveyancers), the seller, and the buyer/their agent to ensure a smooth transaction progression.
Make sure the seller has the correct completion documents and understands the process for exchange and completion.

Buyer’s Agent Responsibilities (Buying Agent/Property Search Agent):

Help buyers understand the local housing market, current trends, and property values.¹¹
Actively search for properties, including off-market opportunities, and arrange appointments to view homes.
Help buyers evaluate the price and value of a home before making an offer, providing comparable sales data.¹²
Explain the standard offer process and provide advice on making competitive offers and including relevant clauses or conditions.
Recommend trusted professionals such as surveyors, mortgage brokers, and solicitors.¹³
Participate in communication with the selling agent and other parties (solicitors, mortgage lenders) to ensure the home purchase stays on track from offer to completion.¹⁴

Steps to Take Before Hiring an Estate Agent

Estate agents will assume you have prepared for selling and/or buying a home before you hire them. Here are some of the most important early steps to take.

If you’re buying:

Get a Mortgage in Principle (MIP) or Agreement in Principle (AIP): This is crucial because it helps determine the price range of your new home search.¹⁵ You don’t want to waste time looking at houses you can’t afford. This is a pre-approval from a lender, indicating how much they’re likely to lend you.
Understand the Mortgage Loan Process: This is especially important for first-time homebuyers. Your budget needs to include a deposit (typically 5-20% of the property price), and be aware of reservation fees for new builds, or a small holding deposit which might be requested for rental properties, but not typically a significant “earnest money” deposit as seen in the US for purchases before exchange. You will also need to account for annual property tax (Council Tax) and insurance costs. Unlike the US, property taxes are paid directly to the local council, and building insurance is generally a requirement for mortgage holders. “Escrow accounts” for property taxes and insurance are not common in the UK; these are usually paid by the homeowner directly.
List your Housing Priorities: Know the type of home you want, which features you need, and which you’d like to have.¹⁶ It’s also helpful to become familiar with the towns and neighbourhoods where you’d like to live, if you’re not already.

If you’re selling:

Start your search for an agent early: It takes time to get a house ready for sale, especially if it needs major repairs or significant decluttering.¹⁷ Having discussions with a listing agent several months before you want to sell can help you budget and plan for repairs that will pay for themselves and allow you to get the best price possible.
Get your home in order: If you have a cluttered house, you will need to clean it up before it goes on the market.¹⁸ Take time to clear out boxes you haven’t touched in decades, old furniture you won’t bring to your new home, and items that are just taking up space. This is often referred to as “decluttering” and “depersonalising” your home.¹⁹

Where To Find an Estate Agent

Although word-of-mouth referrals are often the most comfortable way to find a property professional, there are other ways to connect with agents who can help you.²⁰

Here are a few places to start your search:

Your Personal Network: Ask everyone you know, including work colleagues and neighbours who recently bought or sold. Don’t forget to use your social media connections as well. A personal referral from someone you trust can carry a lot of weight. It can also give you a realistic look at how the agent manages the process and whether you might work well with that person.
Research Online: Review each agent’s online presence, including social media platforms, their own websites, and consumer ratings on portals like Rightmove, Zoopla, and Trustpilot. Also, scour your neighbourhood to see which estate agents and companies are listing homes, and attend open houses/viewings so you can meet them in person.²¹
Official Referral Sources: Checking with local business directories or even community groups where you plan to buy or sell could be a good way to find agents who are active in their local communities. You can find agents who are members of professional bodies like Propertymark or are registered with a redress scheme via their respective websites. Another option is to contact well-known estate agency chains or independent brands that have a strong local presence and reputation.
Contact a Buying Agent/Property Search Agent (for buyers): If you’re looking for a property in an area you’re unfamiliar with, or are time-poor, a dedicated buying agent can be invaluable. They work solely for you, the buyer, and often have access to off-market properties.²² They receive a fee directly from the buyer, typically a percentage of the purchase price, but their negotiation skills can often save you more than their fee.

How To Choose an Estate Agent

Once you’ve collected names of several agents, you’ll need to consider certain attributes as you narrow the field. Here are key things to consider when hiring an estate agent.

Experience: Look for agents with proven experience in your specific market and property type. While there’s no fixed “years of experience” requirement in UK regulation, agents who are members of professional bodies often have significant experience. For example, some agents specialise in first-time buyers, luxury homes, new builds, or specific types of properties like flats or houses.²³
Relevant Certifications/Memberships: Look for agents who are members of Propertymark (NAEA Propertymark for sales) or the Royal Institution of Chartered Surveyors (RICS). These organisations offer qualifications and require members to adhere to strict codes of conduct and ongoing professional development.²⁴ While not “certifications” in the US sense, these memberships indicate higher standards of professionalism. For older clients, an agent with experience in handling sales for seniors (often requiring sensitivity to specific needs) would be beneficial, though there isn’t a direct UK equivalent to “Seniors Real Estate Specialist (SRES).”
Local Knowledge: An agent who knows the area deeply can best advise on a sales price based on recent trends, such as whether prices have been edging up or down in recent months in your neighbourhood. They can also help you narrow down neighbourhoods based on your priorities, like being close to good schools or away from busy streets.²⁵
Marketing and Technical Skills: A listing agent needs to know how to create a strong first impression online because most people shop for homes virtually. The photos, videos, 3D tours, and descriptive writing need to stand out in the listing, which will get posted on major property portals.²⁶ As a buyer, you’ll want an agent who can find newly listed homes at least as quickly as you can, if not faster—and potentially has the resources to find homes for sale that aren’t listed on traditional channels.
Availability: An agent who works full-time and isn’t overcommitted with other work is more likely to be available when you call or text, and can set up last-minute viewings to homes as soon as they become available. When you interview agents, find out if they’re willing to dedicate enough time for your needs, whether it’s getting a home ready to sell and show on your timetable, or visiting several homes each week.
Level of Personal Attention: You’ll need to decide if you want to work with an individual agent or a team of two or more agents. Ideally, an agency team works collaboratively, so someone is always available when you need help.²⁷ On the other hand, some people prefer to work with an individual agent in order to build rapport with one person who is with them every step of the way.
Commitment and Contracts: When you hire a listing agent, you’ll sign an agency agreement that typically lasts for a set period, often between two to six months, with a notice period. Commissions vary but are usually around 1% to 3.5% (plus VAT) of the purchase price in the UK. This entire amount is typically paid by the seller, and the seller’s agent then manages any agreed split with a buyer’s agent (if one is involved).²⁸ Listing agents may be willing to negotiate their commission, especially for higher-value properties or in competitive markets.²⁹

It’s also important to be sure your agent is working in your best interest. In the UK, it is generally considered a conflict of interest for a single agent or agency to represent both the buyer and the seller in the same transaction (“dual agency”). While it can happen, most reputable firms will avoid it or require explicit, informed consent from both parties, often recommending independent legal advice. As a seller, if such an arrangement were proposed and you were comfortable, you might negotiate a reduced commission, as the firm is effectively earning both sides of the fee.

Questions to Ask an Estate Agent

There are some basic questions you should ask an estate agent when selling or buying a home.

If you’re selling a home:

How much experience do you have in this specific market/property type? This is a good opportunity to make sure a listing agent has experience with your situation, such as selling a condominium or a specific type of period property, or helping you sell and buy another home at the same time.
Are you registered with a redress scheme and a member of any professional bodies? (e.g., The Property Ombudsman, Property Redress Scheme, Propertymark).
How are your marketing skills? You may want to make sure the agents you’re interviewing have experience getting your home marketed professionally and to the widest possible audience, including effective use of social media and online portals.
How do you like to work? Some agents work as part of a team, others solo. You should make sure your expectations about availability and speed of responses mesh with those of the agent you hire.
What is your fee structure, and what is included? Get a clear breakdown of commission (percentage or fixed fee) and any additional costs (e.g., for premium marketing).

If you’re buying a house:

How much experience do you have with buyers in this market? Just like sellers may need a professional that is experienced with their specific type of transaction, you may too. For example, you may want a highly experienced buying agent in a certain market of interest if you’re a first-time buyer looking in a highly competitive area where there are likely bidding wars. Some agents also have more experience with specific circumstances like probate sales or repossessions.
Are you registered with a redress scheme and a member of any professional bodies? (e.g., The Property Ombudsman, Property Redress Scheme, NAEA Propertymark if they are also selling agents).³⁰
How do you like to work? Some agents work as part of a team, others solo. You should make sure you and your agent understand each other’s expectations about availability and responsiveness, especially for viewings.
What are your fees for a buyer’s agent service? (If you are considering a dedicated buying agent).

How to Decide on an Agent

The agent you decide to work with will be your partner during a financially significant and often stressful part of your life. Take your time and do as much legwork as you can to make sure you are comfortable relying on this person. Make sure all your questions are answered. And don’t settle; this is one area where relying on personal referrals and your own due diligence can mean a lot.

Bottom Line

Choosing the right estate agent makes all the difference in terms of attracting potential buyers, getting the best possible deal, and closing in a timely manner. But not all estate agents are created equal. Some agents charge more than others, so it’s important to do your due diligence before choosing who to work with.