Updated September 2026. Selling outcomes vary by property, market and execution; no price or timing is guaranteed.
Define the agency scope before marketing starts
CEA encourages sellers to use a prescribed exclusive or non-exclusive Estate Agency Agreement that records scope and commission. Commission rates are not fixed. Review the current CEA consumer guidance.
Build the evidence before choosing a price
- Verify tenure, floor area, approvals and material property facts.
- Compare recent transactions and current competing supply.
- Agree on buyer segments, positioning and a review cadence.
- Prepare photography, video, copy and viewing information accurately.
- Record feedback, offers and counter-offers consistently.
Exposure is not the same as conversion
Portal placement, video and social distribution can expand reach, but performance claims should be supported by campaign records. Viewings should make material facts clear and enable consistent follow-up rather than applying artificial pressure.
Protect the seller during negotiation
CEA says an appointed agent must act in the client's best interests, obtain consent before advertising, keep advertisements accurate, arrange viewings and communicate all offers and counter-offers. See CEA's responsibilities guide. Evaluate price together with conditions, financing, timeline and completion risk before accepting.