"How much do you charge?" It is often the first thing a homeowner asks an estate agency, sometimes before they have said anything about their property. Many agencies respond by avoiding the question and inviting the owner to book a valuation. The owner, who wanted a straight answer, contacts the next agent on the list.
Estate agent fees questions deserve better. They come from people who are comparing agencies and close to choosing one. How you answer shapes whether you are on their shortlist.
Why fee questions come so early
Fees are one of the few things a seller can compare across agencies without meeting anyone. Service quality, local knowledge and marketing are hard to judge from a website. The fee is a number. So sellers ask about it first, often to several agencies at once.
That makes the fee question an early qualifying moment. The seller is saying: I am thinking about selling, and I am deciding who to talk to.
What sellers actually want to know
Sellers asking about fees usually want to understand:
- The percentage or fixed fee.
- What that fee includes: photography, floor plans, portal listings, viewings, negotiation.
- Whether there are extra costs, such as marketing packages or withdrawal fees.
- When the fee is paid, usually on completion.
- Whether they pay anything if the property does not sell.
- The length of any contract or tie-in.
Most of these can be answered clearly without a valuation.
Why dodging the question backfires
"It depends, let's book a valuation" may feel safer, but sellers often read it as evasive. They wanted to know whether you are in the right range before investing time in a visit. If another agent gives a clear answer, that agent gets the valuation.
An honest answer does not have to be a single number. It can explain how the fee is structured, give a typical range and explain what affects it.
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A clear, honest answer
Seller: What are your fees? Answer: Our sole agency fee is typically between 1% and 1.5% plus VAT, depending on the property and the service level. That includes professional photos, floor plans, listing on the main portals, accompanied viewings and negotiation. You only pay on completion, and there's no charge if it doesn't sell. A valuer can confirm the exact fee for your home.
Only quote what your agency actually publishes. SpideyChat for real estate answers fee questions from your published information at any hour, then offers to arrange a valuation.
Buyers ask too
Buyers sometimes ask whether they pay fees. In many markets they do not pay the selling agent, but it is worth confirming clearly, especially for first-time buyers. Standard answers for buyer questions are collected in scripts for the questions buyers ask every agent.
Turning the fee question into a valuation
Once the fee is explained, the natural next step is a valuation. Ask a few questions about the property and the seller's plans, and offer times for a visit. The seller now knows you are in their range and has a reason to meet you. The value of that step is covered in valuation requests are your best seller leads.
Competing on more than price
Some sellers will choose the cheapest agent. Many will not, if they understand what they get for the fee. Explaining the service behind the fee, including marketing, accompanied viewings and a named negotiator, gives sellers a reason to pay a little more. First impressions matter here in the same way they do for online stores winning a first order, as described in what customers ask before their first order with you.
Reviewing your fee page
Check whether your website explains fees at all. If it does not, a simple page covering structure, what is included and when fees are paid will answer many questions before they are asked. For more on how an assistant can handle sellers and buyers differently, see an AI chatbot for estate agents. You can also try one on your website or read about how leads are captured.