When you're selling your home, you want an estate agent who genuinely works for you, aiming to achieve the best price and a smooth move. However, not all agents operate with the same priorities. Understanding what drives agent behaviour, especially concerning commission and targets, is key to protecting your sale and maximising your home's value.

The Influence of Commission and Targets: What Drives Some Agents?

Many estate agents work under significant pressure to hit targets and earn commission. This can sometimes lead to behaviours that prioritise a quick sale over achieving the best possible price for you. For instance, an agent might encourage you to accept a lower offer just to get a sale agreed and move on to their next listing, rather than negotiating robustly on your behalf. This isn't always malicious; it's often a systemic issue driven by business models that reward volume over value.

The BBC Panorama investigation into the estate agency industry highlighted some concerning practices, revealing how some sellers were pushed into poor decisions. These included agents over-valuing properties to secure a listing, only to later pressure sellers into price reductions. Another common issue was the aggressive promotion of in-house mortgage services, often implying that using them would speed up the sale, even if it wasn't the best financial option for the buyer, or even the seller's chain.

Real-Life Examples: When Sellers Are Pushed into Poor Decisions

We've seen situations where sellers, eager to move, felt pressured to accept an offer significantly below their home's true market value. For example, a client in Sittingbourne was previously advised by another agent to drop their asking price by £15,000 after only a few weeks, despite strong initial interest. We stepped in, re-evaluated the market positioning, and through our Proven 12-Step Premium Price Plan, secured a sale £10,000 above their original asking price within 28 days. This demonstrates the difference a truly seller-focused approach can make.

The Dangers of In-House Mortgage Pressure

One of the most common hidden problems is the pressure to use an agent's in-house mortgage broker. While some in-house brokers are excellent, the issue arises when agents make it seem like a condition of sale or imply that offers from buyers using their recommended broker will be prioritised. This can be detrimental to both buyers and sellers. For sellers, it can narrow the pool of potential buyers or even lead to a less financially secure buyer being favoured, increasing the risk of a fall-through. Always remember, you are not obligated to use any specific mortgage service.

Identifying an Agent Who Truly Works for You

So, how do you identify an estate agent who genuinely has your best interests at heart? It comes down to transparency, communication, and a proven track record of results, not just listings.

The Right Questions to Ask an Agent

When you're interviewing estate agents in Sittingbourne or Faversham, ask these crucial questions:

• How do you plan to achieve the best possible price for my home, not just a quick sale? Look for a detailed strategy, like our Proven 12-Step Premium Price Plan, not just generic marketing promises.
• What is your average time to get a sale agreed? We aim for a sale agreed within 28 days, leveraging momentum for strong results.
• What is your fall-through rate, and how do you mitigate it? Our use of Reservation Agreements significantly reduces fall-throughs, with a 94% completion rate compared to the national 33%.
• How do you handle negotiations for both my sale and my onward purchase? A good agent will negotiate smartly on both ends to achieve the best financial outcome.
• Can you provide examples of how you've helped clients in similar situations? Look for real stories and data, not just vague assurances.
• What is your policy on recommending in-house services? Ensure there's no pressure or obligation.

Protecting Your Selling Price and What Good Negotiation Looks Like

Protecting your selling price starts with an accurate, evidence-based market positioning. An agent who truly works for you will provide detailed analytical insights on local trends and market conditions, supported by data, to help you set a realistic yet ambitious price. Good negotiation isn't about simply relaying offers; it's about understanding the buyer's motivation, highlighting your home's unique selling points, and skilfully counter-offering to achieve the highest possible price. It's about maximising price and negotiating your onward move effectively.

Transparency and Trust: The Harrisons Homes Difference

At Harrisons Homes, we believe in changing the perception of estate agents by doing things the right way. We prioritise transparency, honesty, and putting people first. We don't chase volume; we focus on getting it right for every client. Our goal is to make your move easy, start to finish, with genuine support and no surprises. We're here to offer real advice, not pressure, and to empower you through one of life's biggest decisions.

Moving doesn't have to be stressful, not when you're supported properly. We're confident, capable, and direct, reflecting our pride in doing things differently. You're not just a transaction to us; you're a client whose next chapter we're genuinely invested in.

Curious what your home could be worth in today's market? Try our Instant Online Valuation, it pulls recent data from sold and currently marketed homes in your area to give you a quick, guided estimate. It's a great starting point, and completely obligation-free.