What Percent do Estate Agents Charge in 2024?

If you’re preparing to sell your home, one question likely looms large: how much will I need to pay the estate agent?

Agent fees can make up a chunky portion of selling costs, so understanding the prevailing rates is important to your property sale.

This guide explores the typical percentage fees estate agents charge across the UK in 2026, what those fees cover, the factors that influence costs, and (crucially) how to negotiate a better deal.

Average Estate Agent Fees in 2026

According to the HomeOwners Alliance’s 2025 research, the average estate agent fee in the UK is 1.42% including VAT.

That’s lower than the widely-quoted “1.5% plus VAT” figure many sellers expect, which is a crucial difference when you’re budgeting.

On a £350,000 property, 1.42% works out to approximately £4,970 in estate agent fees.

However, fees vary significantly based on your specific agreement, location, and the services you’re buying.

Typical Fee Ranges (2026)

Based on what we’ve observed across England and Wales over our 20+ years buying properties, here’s what sellers are typically quoted:

The range is wide. That’s why it pays to shop around.

What’s the Difference Between Sole Agency and Multi-Agency?

Sole agency means you appoint one estate agent exclusively to market your property. In return for that exclusivity, you typically pay a lower percentage fee.

Multi-agency (or joint agency) means you instruct multiple agents to market the same property simultaneously. Whichever agent finds the buyer earns the commission, so each agent prices their service higher to compensate for the lower odds of winning the business.

From what we’ve seen in thousands of property transactions, most sellers choose sole agency for the lower cost, then switch to multi-agency only if the property hasn’t sold after several months.

Factors That Impact Estate Agent Fees

Estate agent fees aren’t fixed. Here’s what influences the percentage you’ll be quoted:

1. Property Value

Higher-priced homes often see percentage fee caps or downward adjustments at certain price thresholds.

An agent might charge 1.5% on a £250,000 flat but only 1.1% on a £750,000 house, because even the lower percentage delivers a substantial absolute fee (£8,250).

This is where negotiation leverage kicks in if you’re selling a premium property.

2. Location

Competitive markets like London typically command higher fees (often in the 2% to 3% range) because demand for agents is high and properties move quickly.

In contrast, regional markets across England and Wales tend to average closer to 1.2% to 1.5%.

We operate across England and Wales, and we consistently see London sellers quoted 50-75% higher fees than sellers in the Midlands or Wales for comparable service levels.

3. Type of Agreement

As mentioned, multi-agency agreements cost significantly more than sole agency exclusives (sometimes double).

If you’re considering multi-agency, make sure the incremental marketing benefit justifies the extra cost. In many cases, it doesn’t.

4. Services Provided

A basic package (listing on Rightmove and Zoopla with standard photos and a floor plan) will cost less than a comprehensive package that includes:

• Professional photography and videography
• Drone footage or 3D virtual tours
• Premium portal placements
• Brochure design and printing
• Targeted email campaigns to the agent’s buyer database
• Home staging advice

The more services included, the higher the percentage fee.

That said, some of these “premium” add-ons deliver minimal value. Always scrutinise what’s actually included before paying extra.

Online vs High Street Estate Agents

Online and hybrid estate agents like Purplebricks, Strike, and Yopa revolutionised the market in the mid-2010s by offering low fixed fees (typically £1,000 or less) in exchange for limited in-person service.

You handle more of the process yourself: arranging viewings, answering buyer questions, and managing negotiations.

For some sellers, that trade-off works brilliantly.

Which Should You Choose?

Choose an online/hybrid agent if:

• You’re comfortable managing viewings and negotiations
• Your property is straightforward (good condition, competitive price, strong location)
• You want to minimise costs and don’t mind the extra effort

Choose a high street agent if:

• You want full-service support throughout the sale
• Your property has challenges (needs work, unusual features, complex chain)
• You value local market expertise and in-person negotiation skills
• You’re willing to pay 1.2%-1.8% for peace of mind

There’s no “right” answer; it depends on your property, your confidence level, and how much time you can commit.

What’s Covered in Estate Agent Fees?

Estate agent fees should cover the fundamentals of marketing and selling your property. Here’s what’s typically included:

Standard Services (Included in Most Fees)

• Property valuation and listing price recommendation
• Professional photography and floor plan creation
• Listing on major portals (Rightmove, Zoopla, OnTheMarket)
• For-sale boards outside your property
• Inquiry handling and viewer coordination
• Accompanied viewings (high street agents)
• Offer negotiation and sales progression through to completion
• Open house events (if applicable)

Premium Services (Higher Percentage Fees)

Some agents offer enhanced packages that include:

• Professional home staging and interior styling
• Drone videography or 3D virtual tour creation
• Premium placements on additional listing portals
• Custom property brochures and glossy marketing materials
• Email marketing campaigns to the agent’s buyer database
• Social media advertising and targeted digital ads

Be sceptical of “premium” add-ons. A beautifully shot video might help a £1.5 million country estate sell faster, but it’s probably overkill for a two-bed terrace in Birmingham.

Pay for what genuinely adds value to your sale, and nothing more.

How to Negotiate Estate Agent Fees

Here’s something many sellers don’t realise: estate agent fees are negotiable.

The initial quote is almost always a starting point, not a fixed price.

We’ve interacted with thousands of sellers over the last three years alone (we’ve bought over 500 properties since 2023), and those who negotiate confidently often shave 20-30% off the original quote.

Here’s how to do it:

1. Shop around and use competition as leverage. Get written quotes from at least three agents. When you’ve got them, go back to your preferred agent and say: “I really like your approach, but Agent X has quoted me 1.1% while you’re at 1.5%. Can you match it?” This works. Agents would rather reduce their fee slightly than lose your business entirely.
2. Negotiate conditional fee structures. Suggest a tiered arrangement: 1.2% if the property sells below £340,000; 1.5% if it sells above £340,000. This incentivises the agent to push for a higher sale price while protecting you if the market softens.
3. Push harder on premium properties. If you’re selling a property above £500,000, your negotiating power increases dramatically. An agent earning 1% on a £750,000 sale still pockets £7,500, which is plenty of motivation. Use that leverage. Aim for 1% to 1.2% on high-value properties.
4. Be willing to walk away. If an agent won’t budge, walk away. There are thousands of estate agents in the UK, and most are hungry for business. Demonstrating that you have alternatives (and that you’re prepared to use them) often prompts a sudden willingness to renegotiate.
5. Ask about fixed fee options. Some traditional agents now offer fixed fee options to compete with online rivals. It’s worth asking: “Do you offer a fixed fee service for properties in this price range?” You might be surprised by the answer.
6. Unbundle services. If the quoted fee includes services you don’t need (drone footage, premium brochures), ask for an à la carte breakdown: “What’s your fee if we skip the video tour and just stick to photos and portal listings?” Unbundling can save hundreds of pounds.
7. Request a fee ceiling. If you’re concerned about fees escalating if the property sells above the asking price, negotiate a maximum fee cap: “I’m happy with 1.5% up to £400,000, but I’d like a fixed £6,000 cap if we achieve more.” This protects you from runaway costs on a bidding war sale.

Hidden Costs to Watch Out For

Beyond the headline percentage fee, watch out for these potential extras:

1. Marketing and Advertising Fees

Some agents quote a low percentage fee, then add hundreds of pounds in “marketing costs” or “premium portal placement fees” later.

What to do: Get a written breakdown of what’s included. If marketing costs aren’t covered, walk away; it’s a red flag.

2. Withdrawal Fees

If you change your mind or switch agents mid-contract, some agencies charge punitive termination fees, sometimes several hundred pounds.

What to do: Check the contract terms before signing. Negotiate a no-fee exit clause if possible, or at least cap the withdrawal fee at £100-£200.

3. Renewal Commissions

Some agreements specify that the agent is owed full commission if the listing expires but a buyer they previously showed around purchases later (even if you’re with a different agent by then).

What to do: Limit this “tail” period to 8-12 weeks maximum.

4. VAT

By law, estate agents must quote fees inclusive of VAT. However, some non-compliant agents still quote excluding VAT to make their fees appear lower. Always check your quote carefully.

If an agent quotes “1.2% ex VAT”, the actual cost including VAT is 1.44%, which is a difference of hundreds of pounds on a typical property.

Always confirm whether the quoted fee includes or excludes VAT, and know that inclusive pricing is your legal right.

5. Conveyancing Kickbacks

Estate Agent Regulation and Consumer Protections

Since the Digital Markets, Competition and Consumers Act 2024 (DMCCA) came into force, estate agents must provide clear, upfront information about their fees and services.

This replaced the previous Consumer Protection from Unfair Trading Regulations 2008 framework and introduced tougher transparency requirements.

By law, estate agents must be registered with one of two government-approved redress schemes:

• The Property Ombudsman (TPO)
• Property Redress Scheme

This gives you somewhere to complain if things go wrong. It’s also a good quality signal if they’re voluntary members of a professional body like Propertymark, which sets higher standards than the law requires (though Propertymark membership is separate from, and not a substitute for, the legal redress scheme requirement).

We’re members of The Property Ombudsman ourselves (as well as being FCA-regulated for our Sale and Rent Back service), so we know how important these protections are for consumers.

Calculating Your Estate Agent Fees

Want to work out exactly what you’ll pay?

Here’s the formula:

If the quoted fee includes VAT: Agent Fee = Property Sale Price × Fee Percentage

If the quoted fee excludes VAT: Agent Fee = Property Sale Price × Fee Percentage × 1.20

If you’re comparing quotes, always make sure you’re comparing like-for-like (all inclusive or all exclusive of VAT).

Should You Use an Estate Agent at All?

For most sellers, an estate agent is the default choice.

But it’s not the only option, and depending on your priorities, it might not be the best one.

When an Estate Agent Makes Sense

Use an estate agent if:

• You want to achieve the highest possible sale price and you’re willing to wait 3-6 months (or longer) for the right buyer
• You’re comfortable with the uncertainty of buyer chains, mortgage approvals, and survey-related renegotiations
• You have time to manage viewings, negotiations, and the sales process
• Your property is in good condition and likely to attract strong offers

Estate agents excel at marketing properties to a wide audience, managing competitive bidding, and squeezing out every last pound of value.

If maximising price is your priority, and you can afford to wait, an agent is probably your best bet.

When a Cash Buyer Makes More Sense

However, if speed and certainty matter more to you than squeezing out maximum value, a cash buyer offers a completely different proposition.

At Property Rescue, we buy properties directly for cash across England and Wales. That means:

• No estate agent fees (we cover all costs, including legal fees)
• No months of marketing, viewings, and uncertainty
• No buyer chains that can collapse at the last minute
• No renegotiation after surveys uncover issues (our offer is our offer)
• Guaranteed completion: we can exchange contracts in as little as 48 hours and complete in 2-4 weeks (or on your preferred timescale)

We’ve been doing this for over 20 years and bought more than 500 properties in the last three years alone. We’re founding members of the National Association of Property Buyers (NAPB) and regulated by the FCA for our Sale and Rent Back service (FCA Register 522471).

Who We Help

Cash buying suits sellers who need:

• Speed (probate sales, relocations, divorce settlements, downsizing)
• Certainty (no risk of buyer pulling out or mortgage falling through)
• Simplicity (no repairs, no viewings, no chain management)
• Privacy (properties sold without public marketing)

We typically offer around 80% of market value for a fast, certain sale. For sellers in a difficult situation (repossession threats, broken chains, problem tenants, properties in poor condition), that trade-off often makes perfect sense.

If that sounds relevant to your situation, give us a call on 020 8634 0224 for a no-obligation chat about your options.

Final Thoughts: Choosing the Right Path for Your Sale

Estate agent fees in the UK average 1.42% including VAT in 2026, but that’s just a starting point.

Whether you pay 1.1% or 2.5% depends on your property value, location, negotiation skills, and the type of service you choose.

Here’s what to remember:

1. Shop around. Get at least three written quotes.
2. Negotiate confidently. Fees are almost always flexible, especially on higher-value properties.
3. Scrutinise what’s included. Don’t pay for services you don’t need.
4. Check VAT carefully. A 1.5% ex VAT quote is actually 1.8% including VAT.
5. Verify credentials. Make sure your agent is registered with a government-approved redress scheme (TPO or Property Redress Scheme). Propertymark membership is optional and separate.
6. Consider alternatives. If speed and certainty matter more than maximum price, a cash buyer eliminates agent fees entirely.

Whatever route you choose, make sure it aligns with your priorities, whether that’s maximising sale price, minimising hassle, or achieving a fast, certain completion.