The average estate agent fee in the UK is 1.42% of the sale price including VAT for a sole agency instruction. On a £300,000 property, that's £4,260. On a £1 million property, it's £14,200.
Fees have remained broadly stable over the last five years, though the rise of online hybrid agents has created meaningful downward pressure at the lower end of the market.
The EstateRate average: Across all agents listed on EstateRate, the average sales fee is 1.31% including VAT — slightly below the national average, reflecting competitive pricing from independently listed agents.
Fees vary significantly by location. London agents typically charge more in absolute terms, though fees as a percentage can be similar to or lower than regional averages.
| Region | Avg. fee (sole agency, inc. VAT) | Avg. sale price | Avg. fee in £ |
|---|---|---|---|
| Inner London | 1.7% | £680,000 | £11,560 |
| Outer London | 1.4% | £510,000 | £7,140 |
| South East | 1.3% | £390,000 | £5,070 |
| South West | 1.2% | £310,000 | £3,720 |
| East of England | 1.2% | £355,000 | £4,260 |
| Midlands | 1.1% | £260,000 | £2,860 |
| North West | 1.1% | £225,000 | £2,475 |
| Yorkshire & Humber | 1.0% | £210,000 | £2,100 |
| North East | 0.9% | £165,000 | £1,485 |
| Scotland | 1.0% | £190,000 | £1,900 |
| Wales | 1.1% | £220,000 | £2,420 |
A standard estate agent fee should cover a core set of services. Always ask for a written breakdown before signing anything.
Usually included:
Sometimes charged as extras:
EstateRate shows you exactly what's included for every agent in your area, so you can compare like-for-like rather than being surprised after you've signed.
This is one of the most important decisions you'll make when selling. The difference in fee can be significant.
| Type | Typical fee | How it works | Best for |
|---|---|---|---|
| Sole agency | 1.0%–1.5% | One agent, lower fee, usually 4–12 week tie-in | Most sellers |
| Multi-agency | 2.0%–3.0% | Multiple agents, pay whoever sells, no tie-in | Difficult properties |
| Sole selling rights | 1.0%–1.5% | You pay even if you find the buyer yourself | Avoid if possible |
Sole agency is almost always the better choice. The higher fee of multi-agency rarely results in a faster sale, and it can actually make buyers less confident — they wonder why so many agents are involved.
Online hybrid agents (like Purplebricks, Strike, and Yopa) charge a fixed upfront fee rather than a percentage. This can save thousands on more expensive properties.
| High street agent | Online hybrid | |
|---|---|---|
| Typical fee | 1.0%–1.8% | £999–£1,999 fixed |
| Paid when | On completion | Often upfront |
| Viewings | Accompanied | Usually self-conducted |
| Local knowledge | Deep | Variable |
| Best for | High-value, complex sales | Confident sellers, lower price points |
Most sellers don't negotiate. Most should. Here's how to do it effectively:
The best way to choose an estate agent is to look at what they actually achieve — not what they promise. Three metrics matter most:
Enter your postcode to see real fees, sold price performance, and homeowner reviews for every agent near you. Free, no sign-up required.
Compare local agents ↗Enter your sale price to see exactly what you'll pay, with VAT broken out, and compare sole agency, multi-agency and online fixed fees side by side.
The 7 questions to ask before signing with any agent — and the data that matters more than their valuation.
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The data on how local independent agents compare to national chains on price, speed and service.