What an Estate Agent Really Does to Sell Your Home

Written By ryan norton

The role of an estate agent (also known as a real estate agent or listing agent in some regions) goes far beyond simply sticking a "For Sale" sign in your garden and waiting for offers. A good estate agent acts as your professional advocate, strategist, marketer, negotiator, and coordinator throughout the entire selling process. Their goal is to help you achieve the best possible price in the shortest realistic timeframe while minimising stress.

Here's a realistic look at what an estate agent actually does to sell your home, from the initial meeting right through to completion.

1. Initial Valuation and Market Appraisal

The process usually starts with a valuation visit (often free). The agent doesn't just guess your home's worth—they perform a detailed comparative market analysis (CMA). This involves researching recently sold comparable properties ("comps") in your area, adjusting for differences in size, condition, location, and features, and factoring in current market trends like buyer demand, interest rates, and seasonal patterns.

They provide you with a realistic asking price range and an honest opinion on how long it might take to sell. Overpricing is one of the biggest reasons homes linger on the market, so this step is crucial.

2. Advising on Preparation and Presentation

A great agent won't just list your home as-is. They'll walk through your property and give candid advice on improvements that deliver the best return on investment. This might include:

  • Decluttering and depersonalising

  • Minor repairs (fixing leaks, fresh paint in neutral colours)

  • Basic staging suggestions (rearranging furniture, adding plants, improving kerb appeal)

  • Recommending professional staging, decluttering services, or even virtual staging for photos

The aim is to make your home appealing to the broadest range of buyers and help it stand out in photographs and viewings.

3. Professional Marketing – The Real Heavy Lifting

Marketing is where estate agents earn much of their commission. A comprehensive marketing package typically includes:

  • High-quality professional photography (often with drone shots or twilight exteriors)

  • Accurate floor plans

  • Compelling, SEO-optimised property description

  • Listing on major portals (Rightmove, Zoopla, OnTheMarket in the UK)

  • "For Sale" board outside your home

  • Social media promotion, email blasts to their buyer database, and targeted ads

  • Virtual tours or 3D walkthroughs for online viewers

Good agents also "pre-market" by quietly sharing details with serious buyers in their network before the public launch, sometimes generating early offers.

4. Conducting Viewings and Managing Interest

The agent handles all enquiries, filters out time-wasters, and arranges viewings at times convenient for you. During viewings, they:

  • Guide buyers around, highlighting strengths and answering questions objectively

  • Note feedback to share with you (e.g., "buyers loved the kitchen but felt the bathroom dated")

  • Host open houses or "viewing days" to create buzz and competition

They act as a buffer, so you don't have to deal directly with awkward questions or lowball comments.

5. Negotiating Offers

When offers come in, the agent becomes your tough negotiator. They:

  • Present all offers to you (they're legally required to in most places)

  • Advise on which offer is strongest (not just the highest price—consider buyer chain status, mortgage approval, flexibility on dates)

  • Negotiate terms like price, fixtures/fittings, completion date, or repair requests

  • Work to create competition if multiple offers arrive, often pushing the price higher

They handle this emotionally charged part professionally, aiming to secure the best deal without risking the sale collapsing.

6. Progressing the Sale to Completion

After an offer is accepted, the agent's job isn't over. They:

  • Liaise between you, the buyer's solicitor/conveyancer, your solicitor, and other parties

  • Chase updates on surveys, mortgage offers, searches, and contract exchanges

  • Coordinate any required renegotiations (e.g., after a survey flags issues)

  • Keep everyone on track to avoid gazundering (buyers trying to lower the price late) or delays

  • Ensure the sale completes smoothly on the agreed date

This behind-the-scenes coordination often prevents deals from falling through.

Why This Matters – The Value They Add

Selling a home is usually the largest financial transaction most people make. An experienced estate agent brings market knowledge, negotiation expertise, marketing reach, and administrative support that most sellers can't replicate alone. Studies and industry data consistently show that agent-sold properties achieve higher final prices (often offsetting the commission) and sell faster than private sales.

Of course, not all agents are equal—choose one with strong local track record, good reviews, and transparent fees (typically 1–2.5% + VAT in the UK, negotiable). The right one can make the difference between a stressful, drawn-out sale and a smooth, profitable one.

If you're thinking of selling soon, start by getting a few no-obligation valuations to see what different agents propose. The effort they put in from day one will tell you a lot about how they'll handle your sale.

ryan norton
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What Actually Adds Value Before You Sell and What Doesn’t