Choosing an estate agent is one of the most important decisions you will make when selling your home. This guide explains what to look for, how fees and agency agreements work, and the questions worth asking before you sign anything. It applies whether you are selling in Harrow on the Hill, North Harrow, South Harrow, West Harrow, Kenton, Wealdstone, Pinner or elsewhere in the area.
Written by Empire Chase, an independent estate agent in Harrow. We have aimed to keep this guide impartial and useful whichever agent you choose. Last reviewed September 2026.
How to choose an estate agent
Most sellers invite two or three agents to value their home before choosing one. That is sensible, but the valuation figure on its own is a poor way to choose. What matters is whether the agent can actually achieve that price, how they will market the property, and how well they will look after the sale once an offer is accepted.
Look at the agent's recent track record in your street and postcode. In Harrow, prices can differ noticeably between neighbourhoods such as Harrow on the Hill, North Harrow, Kenton and Wealdstone, and between houses and flats in the same area, so local evidence is more useful than borough-wide averages.
- Check which properties similar to yours the agent has sold recently, and at what price compared to the asking price.
- Look at how their current listings are presented online: photography, floor plans, descriptions and accuracy of details.
- Read reviews on Google and other independent platforms, paying attention to how the agent responds to criticism.
- Confirm the agent is a member of a government-approved redress scheme (The Property Ombudsman or the Property Redress Scheme). Estate agents in England are legally required to belong to one.
- Meet the person who will actually handle your sale, not just the person who comes to value.
Estate agency fees
Traditional high-street agents usually charge a percentage of the final sale price plus VAT, payable only on completion. Online and hybrid agents more often charge a fixed fee, which may be payable upfront or whether or not the property sells.
As a rough guide, sole agency fees are commonly quoted somewhere around 1% to 2% plus VAT, with multi-agency fees higher to reflect the agents' risk. Fees vary with the property, the level of service and the length of the contract, so always compare what is included rather than the headline percentage alone.
Under the Estate Agents Act 1979, an agent must give you their fees and terms in writing before you are committed. Check whether fees include VAT, whether there are extra charges for things like professional photography, floor plans, premium portal listings or EPCs, and when the fee becomes payable.
Sole agency, multi-agency and sole selling rights
The type of agreement you sign affects both the fee and your freedom to change agent, so read it carefully.
- Sole agency: one agent markets the property for an agreed period. You usually pay only if that agent introduces the buyer, but check the wording.
- Multi-agency: you instruct several agents at once and pay only the one who finds the buyer. Fees are typically higher, and the property may appear several times on the portals.
- Joint sole agency: two agents work together and share the fee.
- Sole selling rights: you pay the agent's fee even if you find the buyer yourself. Make sure you understand this before signing.
- Tie-in and notice periods: most agreements run for a minimum period and require written notice to end. Ask how long each is, and whether you would still owe a fee if a buyer the agent introduced later buys through another agent.
Property valuations
An agent's valuation is an opinion of the price the property is likely to achieve in the current market, not a formal RICS valuation. A good agent will explain their figure with comparable sales, current competition and how buyers are behaving.
Be cautious of a valuation that is well above the others without evidence to support it. Overpricing can lead to a property sitting on the market, followed by price reductions that make buyers wary. Ask each agent what they would recommend if there is little interest in the first few weeks.
Marketing and photography
Most buyers first see a property online, so the quality of the listing matters. Professional photography, an accurate floor plan and a clear, factual description are the minimum. Depending on the property, video tours, drone footage or targeted social media advertising can add reach.
Listings must also include material information that buyers need to make a decision, such as the price, council tax band and tenure, following National Trading Standards guidance. A well-prepared agent will gather this before the property goes live, which also helps avoid delays later.
Rightmove, Zoopla and OnTheMarket exposure
Rightmove, Zoopla and OnTheMarket are the main UK property portals. Not every agent lists on all three, so ask which portals your property will appear on and whether any premium or featured listings are included in the fee.
Portals are important, but so is the agent's own database of registered buyers. Ask how many active buyers they have looking in your price range and area, and how they will contact them before and after launch.
Negotiating offers
Estate agents must pass on all offers to you promptly and in writing, unless you have asked them not to forward offers below a certain level. The highest offer is not always the best one: a buyer who is chain-free, mortgage-approved and ready to proceed may be worth more to you than a slightly higher offer with more risk.
- Is the buyer a first-time buyer, a cash buyer, or do they have a property to sell?
- Do they have a mortgage agreement in principle or proof of funds?
- Have they instructed a solicitor, and what timescale are they working to?
- Has the agent completed the anti-money-laundering checks it is required to carry out?
Sales progression
Accepting an offer is the start of the legal process, not the end. Between offer and completion there are searches, surveys, mortgage valuations, enquiries between solicitors and agreement on a completion date. This often takes several months, and sales can fall through along the way.
A proactive agent will keep in regular contact with both sides' solicitors, the buyer's lender and the rest of the chain, spot problems early and keep you informed. Ask each agent who will progress your sale and how often you will hear from them.
Property chains
A chain forms when buyers and sellers depend on each other's sales and purchases. The longer the chain, the more chance that one delay or failed transaction affects everyone. An experienced agent will find out early who is in the chain, where each party is in the process, and whether any link looks weak.
If you are buying as well as selling, discuss with your agent whether to sell first, whether to consider a buyer with no chain, and how to line up completion dates.
Questions to ask an estate agent
- What similar properties have you sold nearby recently, and how close to the asking price did they sell?
- How did you arrive at your valuation, and what would you do if there is little interest in the first few weeks?
- What exactly is included in your fee, and are there any extra charges?
- What type of agreement is it, how long is the tie-in period and what is the notice period?
- Which portals will my property appear on, and how will you reach buyers already registered with you?
- Who will conduct viewings, and will I be kept updated after each one?
- Who will progress the sale after an offer is accepted, and how often will they update me?
- Which redress scheme are you a member of?
Frequently asked questions
How much do estate agents in Harrow charge?
Most high-street agents charge a percentage of the sale price plus VAT, payable on completion. Sole agency fees are commonly quoted around 1% to 2% plus VAT and multi-agency fees are usually higher, but fees vary with the property and service, so compare what each agent includes.
What is the difference between sole agency and sole selling rights?
With sole agency you normally pay the fee only if the agent finds the buyer. With sole selling rights you pay the agent's fee even if you find the buyer yourself.
Should I choose the agent with the highest valuation?
Not necessarily. Ask each agent for the evidence behind their figure. An unrealistically high valuation can leave a property on the market for longer and lead to price reductions.
Does an estate agent have to pass on every offer?
Yes. Estate agents must pass on offers to the seller promptly and in writing, unless the seller has asked them in writing not to forward offers below a certain level.
How long does it take to sell a house in Harrow?
It depends on price, condition, location and market conditions. Once an offer is accepted, the legal process to completion often takes several months, and longer where there is a chain.
Thinking of selling in Harrow? We're happy to give you a free, no-obligation valuation and answer any of the questions above.