Five Estate Agency Claims Worth Questioning

When you invite estate agents to value your home, you will probably hear a few impressive claims.

That does not mean they are untrue. Some may be absolutely right.

But selling a home is too important to make a decision based on a confident promise and a glossy brochure. It is worth asking how the agent knows what they are telling you.

Here are five claims I think every seller should question.

“Your home is worth far more than the other agents have said”

This is the one that catches people most often.

Naturally, we all want to hear that our home is worth more. If three agents suggest one price and a fourth comes in much higher, it is tempting to believe the fourth agent has spotted something the others have missed.

Sometimes they have.

But sometimes the highest valuation is simply the easiest way to win the instruction.

I would always ask what the figure is based on. Which similar homes have sold recently? What else is currently for sale nearby? How does your property compare?

A three-bedroom home in Scotforth cannot automatically be valued in the same way as one in another part of Lancaster. The street, condition, parking, garden and school catchment can all make a real difference.

A valuation should come with evidence, not just enthusiasm.

“We already have buyers waiting”

Most estate agents have a database of people looking to move.

The better question is whether they have the right buyer for your home.

Are those buyers still actively searching? Do they need to sell first? Have they spoken to a mortgage adviser? Are they actually looking in your part of Lancaster, or did they register six months ago for something completely different?

There is a big difference between having names on a system and having people ready to arrange a viewing.

“We will sell it within two weeks”

They might. Some homes sell almost immediately.

But no estate agent can guarantee how quickly a property will sell before it reaches the market.

What matters is what happens if the first week is quiet.

Will the agent contact suitable buyers directly? Will they review the photographs and listing? Will they talk honestly about the price, or simply suggest reducing it without explaining why?

Anyone can promise a quick sale. A proper plan is more useful.

“We will beat any fee”

There is nothing wrong with comparing fees. Moving home is expensive, and every cost matters.

But the cheapest fee does not always leave you with the most money.

Ask what the service includes. Who will take the photographs? Who conducts the viewings? Who negotiates the offers? Who keeps the sale moving once a buyer has been found?

A small saving on the fee can disappear very quickly if weak negotiation results in a lower offer, or if poor sales progression causes the chain to fall apart.

“Our marketing is unique”

This phrase is used a lot.

The simplest response is: “Show me.”

Look at the agent’s current listings. Do the photographs make you want to view? Are the descriptions specific, or could they apply to any home? Do their social media posts actually say anything useful?

Good marketing should help a buyer understand what makes your home worth seeing. It should not just look polished.

Choosing an estate agent is not about finding the person who makes the biggest promise.

It is about finding someone who gives you honest advice, explains their reasoning and has a clear plan for what happens next.

At JDG, we are proud to be members of the Ethical Agent Network. For me, that matters because estate agency should be based on honesty, evidence and doing the right thing, even when the honest answer is not the easiest one to give.