Estate agents charge in two main ways: a percentage of the sale price, or a fixed fee. Some fixed-fee agents also want paying upfront, whether or not your home sells.
Percentage fees
The classic high street model. The UK average is around 1.42% including VAT (HomeOwners Alliance research), but it varies a lot by area and agent.
Pros: you pay nothing unless you sell, and the agent earns more if you get a higher price.
Cons: the fee grows with your price, and on expensive homes it can be a lot of money. In reality, an extra £5,000 on the price only earns a 1% agent £50, so the incentive to hold out for more is weaker than it looks.
Fixed fees (paid on completion)
Some agents quote a flat amount, e.g. £3,000 including VAT, paid only when the sale completes.
Pros: you know the cost from day one; good value on higher-priced homes.
Cons: less incentive to push for the last few thousand – though reputation and repeat business still matter.
Fixed fees paid upfront
Common with online agents. You pay when the home goes on the market.
Pros: often the cheapest headline price.
Cons: you pay even if it doesn't sell, and the agent has been paid before doing the hard part – negotiating, chasing the chain and getting you to completion. If you go this way, ask what happens if it doesn't sell, and what's extra (viewings, sales progression, premium portal listings).
How to compare them
Turn every pitch into the same number: how much you take home.
| Sale price | 1.2% inc VAT | £3,000 fixed |
|---|---|---|
| £200,000 | £2,400 | £3,000 |
| £300,000 | £3,600 | £3,000 |
| £500,000 | £6,000 | £3,000 |
Below roughly £250,000 a competitive percentage can beat a fixed fee; above it, fixed fees usually win – if the service is as good.
On HomePitch, agents can pitch either way. We show every pitch's effective percentage and the money you'd keep, so a fixed fee and a percentage fee sit side by side. Upfront fees are clearly flagged.
Questions to ask whichever you choose
- Is VAT included?
- What's included, and what costs extra?
- When exactly is the fee payable?
- How long is the tie-in and notice period?
Try our fee calculator with your own numbers.
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