Best online estate agents – help and advice

Which is the best online estate agents to sell your property? We all know finding the right estate agent could save you thousands of pounds. So it’s well worth doing some research. That’s where we can help!

What is an online estate agent?

Firstly, what is an online estate agent? They work largely in the same way as traditional estate agents do but they function mostly online. And because they are run from websites and call centres rather than high street branches, with branded fleets of cars and numerous other overheads, they are usually cheaper.

Two types of online estate agents have emerged in recent years:

• Online-only estate agents: These require sellers to do most of the work from taking photos, to conducting viewings and negotiating offers.
• Hybrid agencies: Many online-only agencies have developed into hybrid agencies, which means they will now offer things like a photography and floor plan service, hosted viewings and sales progression, often at an extra charge. And many now employ a network of local ‘property experts’ to deliver these services.

How do online estate agents work?

Different online estate agents offer different packages but as the name suggests the key difference is you’ll be selling your home via an online platform. The appeal for many people using online estate agents is they can make big savings on estate agent fees compared to using a high street agent.

Average high street estate agent fees in 2023 are typically 1.42% including VAT. So on a £275,000 house this would mean estate agent fees of around £3,900. Whereas, as you can see from the above table, you can sell your house for much less. Indeed, the online estate agency Strike will sell your house for free.

Online vs high street estate agents: what’s best?

In your search for the best online estate agents it’s important to be clear about how online and high street agents differ:

• Fixed fees vs a percentage fee: High street agents usually charge a percentage of your house’s sale price whereas online estate agents usually charge fixed fees.
• Payment upfront vs payment after sale: The fee for a high street estate agent is payable when you sell, while most of the cheapest online agents’ fixed fees are due up-front.
• Online vs local offices: By their nature, online estate agents do not have branches you can visit on the high street like traditional estate agents
• Build your own vs full sales package: With online estate agents you may be charged for ‘extras’ that would come as standard with traditional estate agents.
• Online valuations vs in-person valuations. Getting the sale price of your home right is critical. While high street agent valuations will combine research with a house visit, most online estate agents rely solely on online valuations which may be less accurate.

When is comes to deciding whether to sell your house online, it will come down to personal choice. We have had hundreds of homeowners come to us over the years burnt by their negative experience of selling with a high street estate agent and feeling ripped-off by the large percentage commission fee they paid. While others are convinced you get what you pay for and that their home would never have sold for as much or so quickly without their high street agent. In the end, it often comes down to the services being offered and fees involved, so let’s look at these next.

5 best online estate agents in 2024? 

The best online estate agents at the moment? That depends on your budget and what you’re looking for. You can compare online estate agents’ numerous options in the table above to find the right firm for you. But here’s a summary of the best 5 on the market today:

YOPA

With fees starting at £999, (or £1,499) in London, YOPA gives you a dedicated local estate agent plus you can manage viewings & offers 24/7 via online dashboard. All packages include listings on property portals, photographs, negotiation and sales progression. And it offers more comprehensive packages that offer services like unlimited agent hosted viewings, a Virtual Tour and featured listings on Rightmove & Zoopla. You can opt to Pay Later and Yopa also offers no sale, no fee packages. Find out more in the dropdown box of our compare online estate agents comparison table above.

Purplebricks

Purplebricks is the UK’s biggest online estate agent – but does that make them the best? Now offering to sell your home for free. In addition to their free package which offers a DIY package to sell your home, they offer a Boost package for £899 with enhanced professional photos, virtual tour and premium Rightmove listing and a Full House package for £1499 which includes a hosted viewings package.

Sold.co.uk

Sold.co.uk offers to sell your home for free with viewings and legal work included. They set an agreed asking price with the seller, set at a level that is realistic to achieve a sale in 30 days, usually 96% of the market value.  Sold.co.uk make commission if they beat your asking price. Your property is advertised via their network of buyers, investors and property portals like Rightmove & Zoopla and they say 75% of sellers achieve a sale in the 30 day period. Find out more in the dropdown box of our compare online estate agents comparison table above.

Emoov (Formerly Griffin Property Co)

Emoov offers a simple DIY package for £295. It includes listings on all major property portals but after the first month you’ll need to pay to stay listed on Rightmove (£25 pm). You’ll have a sales consultant, control over viewings access to its messaging service. You can pay for premium upgrades including photography, property particulars, floor plan and completion management. Find out more in the dropdown box of our compare online estate agents comparison table above.

99home

99home is an online platform for property sellers, buyers, tenants, and landlords. You can sell or let your property for as little as £99 and they offer a range of packages with flexible add-ons to suit your needs. These include a full service fixed fee package for £599 and a high street package including accompanied viewings at £1099, as well as, a no sale, no fee option. Find out more in the dropdown box of our compare online estate agents comparison table above.

Which is best – an online estate agent or high street?

Now that you’ve looked at some of the best online estate agents operating right now, it’s time to double back and be clear what you’re getting and not getting by going online.

The benefits of using online estate agents include:

• Lower fees: You’ll usually pay less for an online agent but that’s not always the case. Read on to find out more about how to compare online estate agent fees
• More convenient: Online estate agents often have call centres that are open in the evenings and weekends which means it can be easier to get in contact. Plus you’ll be able to check progress on the website and sometimes an app too. This can be a useful feature to consider when you compare online estate agents.
• Pay for what you need: Many online estate agents let you pick from a range of packages or offer a basic package and you can add on whatever extras you want. So when you compare online estate agents, take this into account.

What to watch out for with online estate agents

• May lack local knowledge: One major benefit of High street agents is they should know their patch inside out. This can be difficult to compete with even if your online estate agent uses a local property expert.
• Will you have to do the leg work? Find out if the online estate agent will negotiate on offers and progress your sale to completion. If they don’t this can be stressful. So consider this carefully when you compare online estate agents.
• What about viewings: Usually, unless you pay for a more expensive package you’ll have to conduct viewings yourself. So think how you feel about this when you compare online estate agents.

How to compare online estate agents – 9 things to consider

1. How do the fees compare?

A big attraction of online estate agents is their fees are generally much cheaper than high street agents’. But what’s included in the fee differs from online estate agent to online estate agent so look carefully at each package when you compare estate agent fees. Also, cheapest estate agents aren’t always the best. Read our guide on How to find the best estate agent. And be wary of simply opting for an online estate agents in-house conveyancing and mortgage service. Get a quote but remember it’s important to shop around and compare online estate agents’ fees. Take a look at our guides on how much conveyancing should cost and why it’s worth using a mortgage broker.

2. When do you need to pay commission?

This is important to consider when you are looking for the best online estate agents. Most expect you to pay upfront, whether they end up selling your property or not. If you don’t like this idea, some agents offer a “No Sale, No Fee” option, but they often work out more expensive than paying up-front.

Deferred or pay later payment options are available that mean you can pay when your property sells or at the 10 or 12 month point. Be aware that these options usually involve entering into a credit agreement with a third party agency, so read the contract carefully.

3. Are free online estate agents worth using?

Yes, free online estate agents can be worth using. But it’s important to compare online estate agents and check exactly what you get for free. With Strike, it offers a full estate agency service without charges. And it’s upfront about the fact they will make money if you upgrade your package or use one of their recommended providers.

4. Should you pay up-front?

Be aware that paying up-front comes with risks. If your property doesn’t sell, you want to switch from the online estate agent or they go out of business, then you’ll lose your money. When you compare online estate agents in the above table you’ll see that some online estate agents offer packages that allow you to pay on completion – but they are usually relatively more expensive overall.

5. How are property valuations conducted?

As we touch on above, an online-only agent will usually use online data to value your home and while a hybrid online estate agent may send a local property expert to value your home they may not have the same knowledge of the market as a high street agent. However, don’t let this alone put you off because there is research you can do into making sure you price your house correctly. Read our guide What price should I sell my house for.

6. Who conducts viewings?

The default option with online estate agents is that you show potential buyers around your property. But many online estate agents offer add-on options to conduct viewings. When you compare online estate agents, ask how many viewings are included in the additional price, who will conduct them and how it will work in practice.

7. How will your house be marketed and how long is the contract?

When you compare online estate agents, if it isn’t clear on the website, don’t forget to ask for how long your property will be advertised for. Traditionally it’s 12 months but we have seen fixed fees only covering a six month marketing period after which time, if your home hasn’t sold, you will have to pay to extend advertising. You should also ask to see the terms of engagement and ask if there is a contract the agent can either send you or that you can read online.

8. Can you negotiate and save more?

Just because online estate agents are often cheaper way of selling your house than high street agents, it doesn’t mean you can’t negotiate. They won’t want to lose your business because you want a cheaper Energy Performance Certificate (EPC), and asking could save you money. Or else get quotes and organise your own. You can find a local energy assessor to undertake an EPC for as little as £60. See our guide on EPCs for sellers.

 Compare EPC quotes now

9. Be wary of jargon

When you compare online estate agents, if you don’t understand what you’re paying for, make sure you ask the online estate agents for clarification. Most online estate agents have online web chat facilities or are open long hours so give them a call. A classic example is “account management” versus “sales progression”. The first often refers to dealing with your listing and organising viewings whereas “sales progression” suggests the agent will play a more active and traditional estate agent role of chasing solicitors, contacting other estate agents in your chain and so on.

Found the best online estate agent? What next?

Once you’ve chosen the best online estate agent, check out our step by step guide to selling your house online. We’ve covered everything so you get the most out of your online estate agent.

One of the steps we advise everyone using an online agent is speaking to the best local estate agent operating in your area first. This will be important for when you compare online estate agents’ packages with what your best local agent can offer in terms of fees and service. They will also be able to advise on what price you should sell for. While an online agent can give you a valuation it is likely to be based on online data. Hybrid agents with local expertise may do a better job. But nothing beats getting the opinion of your local high street agents.

Our Best Estate Agent Finder tool is free and instantly allows you to find the best local estate agents and comparing them in terms of how quickly they sell homes like yours, how often they achieve asking price and reviews.

Find the best performing high street estate agent with our Best Estate Agent Finder

Frequently Asked Questions