How to choose the right estate agent in London
Use this independent vs corporate vs online comparison, scorecard and question list to appoint an agency that aligns with your goals.
Independent, corporate or online-only?
Each model can work—provided you know the trade-offs. Use the table below to shortlist the options that fit your appetite for involvement, service expectations and marketing needs.
Independent specialists
- Decision-makers on-site and accountable for outcomes
- Senior negotiators handle valuations, viewings and offers
- Local market knowledge informs pricing and marketing strategy
Corporate chains
- Broad branch network and brand recognition
- Processes optimised for volume instructions
- Negotiators may rotate between offices or teams
Online-only agents
- Lower upfront fees, often paid regardless of sale
- Vendors manage viewings and negotiation themselves
- Limited local intelligence and aftercare
Questions to ask before you sign an agency agreement
These prompts surface each agent’s methodology, accountability and post-instruction care.
Arrange face-to-face or video consultations with two or three shortlisted agents. Bring this list and note their responses. Look for specifics—examples, statistics, named contacts—rather than generic promises.
If an agent hesitates to provide a written marketing plan or avoids discussing fee variations, treat it as an early warning sign. A high-performing partner will welcome scrutiny, because trust underpins smooth sales progression and tenancy management.
Your conversation checklist
- What evidence do you have for the proposed asking price?
- Who conducts viewings and negotiates offers? Are they experienced?
- How will you position my property to attract the right buyers or tenants?
- What is your average time on market for homes like mine?
- How do you keep me informed during marketing, offers and progression?
- What protection do I have if the sale falls through or tenants default?
- Which third parties do you recommend for conveyancing, finance or refurb?
Score every agent against the same criteria
Assign a score out of 5 for each factor, multiply by the weight, and tally the total. This removes guesswork when offers from different agencies look similar.
| Evaluation factor | What to look for | Importance |
|---|---|---|
| Local market insight | Accurate comparables, demand trends, long-term rental yields. | High |
| Service delivery | Named contacts, proactive communication, viewing feedback. | High |
| Marketing reach | Portal coverage, database strength, social/video marketing. | Medium |
| Fee transparency | Clear percentage or fixed fee, ancillary costs disclosed early. | Medium |
| Aftercare & compliance | Chain progression, tenancy renewals, compliance management. | High for landlords / Medium for sellers |
A boutique partnership built on accountability and insight
If you choose to work with us, here is how we deliver a different experience to London landlords and sellers.
Our fee structure
We operate on simple, fully disclosed pricing. VAT is charged at the prevailing rate (currently 20%) and applied on top of the headline percentages below.
| Service | Headline fee | Includes |
|---|---|---|
| Full management | 15% + VAT (18% including VAT) of the monthly rent | Tenant sourcing, compliance, rent collection, inspections, maintenance coordination and renewals. |
| Let only | 10% + VAT (12% including VAT) of the achieved annual rent | Marketing, viewings, referencing, tenancy agreements and move-in handover before you assume management. |
Optional rent protection and legal cover can be added to either service. Request a written proposal for bespoke portfolio discounts or multi-property instructions.
Senior expertise on every instruction
Valuations, marketing strategy and negotiation are led by partners with decades in South West London. We combine portal data, buyer sentiment and comparable sales to position your price confidently.
Transparent communication
Expect weekly updates (or more frequently when offers come in), instant feedback after viewings and a named contact for sales progression or tenancy management.
Marketing that moves quickly
Professional photography, cinematic tours, targeted social ads and a curated applicant database put your property in front of motivated movers before public launch.
Portfolio-grade compliance
Our team manages licensing, rent protection, inspections and renewals with digital records you can access 24/7, keeping your investment protected long after completion.
Ready to benchmark us?
Book a confidential consultation and we'll walk you through the same scorecard we use internally to maintain service standards. You'll leave with a bespoke marketing plan and transparent fee proposal.
Print-friendly evaluation checklist
Copy this summary into your notes app or print it before meeting prospective agents.
- 1. Shortlist. Pick two independents and one other model (corporate or online-only) to compare.
- 2. Prepare. Gather comparables, mortgage obligations and desired timelines so the valuation conversation is grounded.
- 3. Question deeply. Use the questions above to probe strategy, service and accountability.
- 4. Score objectively. Apply the weighted scorecard immediately after each meeting.
- 5. Decide with confidence. Select the agent who demonstrates the strongest blend of insight, communication and safeguarding.
Let's benchmark your property together
Arrange a strategy session with a Rentals & Sales partner. We'll review pricing, marketing routes and compliance so you can move ahead decisively.
Ready to move forward?
Whether you're planning a sale, letting a portfolio or searching for your next home, Rentals & Sales will create a tailored plan that delivers. Flip us the keys—we'll handle the rest.