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Kate Hill, Director at Greater London Properties (glp) : “Why do estate agent fees vary so much?”
Why Do Estate Agent Fees Differ and What Are You Paying For?
It’s a fair question. On the surface, selling a home can look straightforward. Take photos, list it online, do some viewings, accept an offer. But the reality is very different. At Greater London Properties, we’re very open about how our fee is spent – because understanding that helps you understand our value.
Getting the Launch Right (Around 50% of the Fee)
Around half of our fee is spent upfront, before your home even goes live. This covers professional marketing, including:
- A videographer
- A presenter
- A professional photographer
- Staging, if it’s needed
This part often takes longer than people expect. Your home needs proper thought and preparation – not rushing to market.
Why? Because launch week matters.
The biggest pool of buyers will see your property in the first 7–10 days. If we get that wrong, you rarely get a second chance. A weak launch leads to price reductions, longer time on the market, and ultimately a lower final price. We’re not just showing rooms. We’re telling a story.
That story includes:
- The lifestyle
- Transport links
- Schools
- The local area
- How it feels to live there
That’s what creates emotional connection – and emotional buyers pay more.
Viewings and Offers (Around 10% of the Fee)
Only around 10% of the fee is spent on viewings and incentivising them. That surprises some people, but it’s intentional. If the pricing strategy is right and the marketing is strong, viewings should be easy. At that point, it’s not about doing more viewings – it’s about doing the right ones.
From there, it’s a case of:
- Creating competition
- Managing final bids
- Reaching the price the vendor and agent agreed was achievable
Good marketing does the heavy lifting here.
The Most Important Part: Under Offer to Completion (Around 40%)
This is the part most people don’t see – and often underestimate.
Around 40% of the fee is spent after your property goes under offer.
This is where deals fall apart.
- Buyers request surveys (sometimes several)
- Issues are raised
- Prices are chipped
- Renegotiations happen
- Chains wobble
If an agent hasn’t been upfront from the start, surprises appear here – and that’s when buyers push for money off.
It takes experience to:
- Stay calm
- Be honest
- Keep communication flowing
- Hold the line on price
- Keep a chain together when pressure builds
This stage can last weeks or months, and it’s where the final price is truly protected.
The Most Important Question to Ask Any Agent
When an agent comes to value your home, here’s one question you should always ask:
“Who will be doing the viewings and negotiating my sale through to completion?”
Because that person is ultimately responsible for:
- Keeping your buyer committed
- Protecting your price
- Getting you to completion
Not the brand.
Not the brochure.
The individual.
We’re Here to Help
If you have any questions, Greater London Properties is always happy to talk things through in more detail – whether you’re ready to sell now or just want to understand the process properly. We believe an informed vendor is a confident vendor.
I hope you’ve found this useful and myself and Rob plus the rest of our team are always here for questions as they arise!
Warm Regards
Kate Hill, Director
Greater London Properties
Your Home, Your Story
Our Values ✨
Accountable • Ambitious • Approachable • Authentic
☎️ 0207 113 1066 | ✉️ info@glp.co.uk