Estate Agent Fees in London: What Sellers Need to Know

Understanding estate agent fees is an important part of selling a property in London. Before choosing an estate agent, you should know how their fees are calculated, what services are included and whether there are any additional charges.

The cheapest estate agent is not always the best option. A lower fee may mean fewer services, while a higher fee could include professional photography, floor plans, accompanied viewings or additional marketing.

In this guide, we explain how estate agent fees work and what London property sellers should check before signing an agreement.

What Are Estate Agent Fees?

Estate agent fees are the charges you pay an estate agent for helping you sell your property.

Depending on the agent and the type of service you choose, the fee may be:

A percentage of the final sale price
A fixed fee
A combination of different charges
A fee that becomes payable when the property sells
A fee that applies under specific contract conditions

The exact cost varies between estate agents.

This is why it is important to compare the complete service and total cost, rather than looking only at the headline percentage or fixed price.

How Are Estate Agent Fees Calculated?

One common way estate agents charge sellers is as a percentage of the final sale price.

For example, if an estate agent charges a percentage-based fee, the amount you pay will increase as the property’s selling price increases.

Some agents may instead offer a fixed fee regardless of the final selling price.

Before choosing an agent, ask them to explain exactly how their fee is calculated.

You should also check whether VAT is included or charged separately.

What Is Included in Estate Agent Fees?

There is no universal package that every estate agent must provide.

The services included in your fee can vary considerably.

An estate agent’s service may include:

Property valuation
Property listing
Online marketing
Property portal advertising
Professional photography
Floor plans
Property descriptions
Social media promotion
Buyer enquiries
Property viewings
Offer negotiation
Buyer communication
Sales progression

Some agents may include these services as standard, while others may charge separately for certain services.

Before signing an agreement, ask for a clear breakdown of what is included.

If you are unsure what an estate agent actually does during a sale, read our guide What Does an Estate Agent Do When Selling a Property?.

Does the Cheapest Estate Agent Offer the Best Value?

Not necessarily.

A lower estate agent fee can look attractive, but it is important to consider what you receive in return.

For example, one agent may charge less but provide basic online marketing.

Another agent may charge more but include:

Professional photography
Floor plans
Accompanied viewings
More extensive property marketing
Regular communication
Support with offers
Sales progression

The right choice depends on your property, location and the level of support you need.

When comparing agents, think about value rather than price alone.

What Additional Costs Should Sellers Check?

The advertised estate agent fee may not always represent the complete cost.

Before signing an agreement, ask whether there are additional charges for:

Photography

Some estate agents include professional photography, while others may charge separately.

Good property photographs can make a significant difference to how your listing appears online.

Floor Plans

A floor plan helps potential buyers understand the layout of your property.

Ask whether a floor plan is included in the estate agent’s marketing package.

Premium Property Marketing

Some agents may offer additional marketing packages that include things such as featured listings, enhanced portal advertising or social media promotion.

Ask what you are actually receiving before paying for an upgrade.

Accompanied Viewings

Some estate agents will arrange and conduct viewings themselves.

Others may expect the seller to conduct viewings.

If you prefer the agent to handle viewings, make sure this is included in the agreed service.

Withdrawal or Cancellation Fees

Your agreement may contain terms about what happens if you decide not to sell or withdraw the property.

Read these conditions carefully before signing.

Are Estate Agent Fees Negotiable?

Sometimes.

There is no harm in asking an estate agent whether their fee is negotiable, particularly if you are comparing several agents.

However, don’t focus only on getting the lowest possible fee.

Instead, you could ask:

Can you offer a different fee structure?
What services are included?
Is photography included?
Is a floor plan included?
Are viewings included?
Is there a minimum fee?
Is VAT included?
Are there any additional marketing charges?
Are there withdrawal fees?

This gives you a better understanding of the actual value of the service.

How to Compare Estate Agent Fees

When comparing estate agents, create a simple table.

What to Compare	Agent A	Agent B	Agent C
Valuation	✓	✓	✓
Commission / fee
VAT included
Photography
Floor plan
Property portals
Viewings
Offer negotiation
Sales progression
Contract length
Withdrawal fee

This makes it much easier to compare agents based on the complete service, rather than just the advertised fee.

If you are still deciding which agent to use, our guide on How to Choose an Estate Agent in London covers other factors such as local knowledge, marketing, reviews, communication and recent sales.

Does the Property Value Affect the Fee?

It can if the agent uses a percentage-based fee.

For example, a percentage fee applied to a higher-value property will result in a larger fee than the same percentage applied to a lower-value property.

This is one reason why it is worth understanding the difference between:

Percentage-based fees
Fixed fees
Minimum fees
Additional charges

Ask the estate agent to show you the estimated total cost based on the expected selling price of your property.

That makes the comparison much easier.

Should You Choose an Online or Local Estate Agent?

This depends on what you need.

An online or hybrid estate agent may offer a different fee structure and may provide some services remotely.

A local estate agent may offer more hands-on support, including local valuations, accompanied viewings and knowledge of the local market.

Neither option is automatically better.

Consider:

How much involvement you want
Your property type
Your location
Your experience selling property
How much marketing support you need
Whether you want someone available locally

The most important thing is understanding exactly what you are paying for.

Don’t Forget the Other Costs of Selling a Property

Estate agent fees are only one part of the cost of selling a property.

You may also need to budget for:

Solicitor or conveyancing fees
EPC
Property photography
Floor plans
Removal costs
Repairs
Cleaning
Property staging
Mortgage-related costs
Other professional services

Some of these may already be included in an estate agent’s package, so check before paying for services separately.

For example, if you need an EPC, first check whether your existing certificate is still valid.

Our guide What Is an EPC and Why Do You Need One When Selling or Renting a Property? explains the basics of EPCs and when they may be required.

You can also read What Does an EPC Assessment Include? for a detailed explanation of what an assessor checks during the assessment.

How Much Does an EPC Cost in London?

If you need a new EPC, the price can depend on factors such as property size, type and location.

Before booking, check whether you already have a valid certificate.

EPC Rate London currently publishes its London EPC pricing and explains the factors that can affect the cost.

You can read its EPC Cost London 2026 guide for more information.

If you are preparing your property for marketing, Urgent EPC also provides EPC, photography and floor plan services that can help sellers organise their property marketing materials.

What Should You Ask an Estate Agent About Their Fees?

Before signing an agreement, ask these questions:

What is your estate agent fee?
Is the fee a percentage or fixed amount?
Is VAT included?
When does the fee become payable?
Is there a minimum fee?
Is professional photography included?
Is a floor plan included?
Are property portal listings included?
Are accompanied viewings included?
Are there any additional marketing charges?
Are there withdrawal or cancellation fees?
How long is the contract?
Is there a tie-in period?
What happens if I find my own buyer?
Who will handle the sale after an offer is accepted?

Getting clear answers before signing can prevent unexpected costs later.

How Long Is an Estate Agent Contract?

Estate agency agreements can contain different contract periods and terms.

Before signing, check:

Contract length
Notice period
Tie-in period
Cancellation conditions
Withdrawal charges
Whether you can use another agent
What happens if you find a buyer yourself

Don’t sign an agreement simply because an agent gives you a high valuation.

Take the time to understand the full terms.

Prepare Your Property Before Comparing Fees

It is also worth preparing your property before requesting valuations.

A clean, well-presented property can make it easier for agents to assess the home and discuss suitable marketing.

You can use our complete London home-selling checklist to work through some of the important preparation steps.

You may also need to organise documents before putting the property on the market.

Read our guide Documents Needed to Sell a Property in London for a useful checklist.

Compare Estate Agents Before Making Your Decision

Choosing an estate agent should not be based on one number.

A good comparison should consider:

Fees
Local knowledge
Recent sales
Property valuation
Marketing
Photography
Floor plans
Viewings
Communication
Reviews
Sales progression

The best estate agent for you will depend on your property and your requirements.

Instead of contacting many companies individually, you can use Find My Estate Agent to explore suitable estate agent options based on your property and location.

Final Thoughts on Estate Agent Fees

Understanding estate agent fees before you put your property on the market can help you make a more informed decision.

Don’t automatically choose the cheapest agent.

Instead, compare the total cost with the service you will receive.

Check what is included, ask about additional charges, understand the contract and make sure you know when the fee becomes payable.

Most importantly, choose an estate agent that understands your local market and can provide the level of service your property needs.

If you are ready to compare your options, find an estate agent for your property and start preparing your London property for sale.