Online agent vs local agent: an honest comparison

Let's start with the disclosure: we are a local agency, so we have a horse in this race. Judge what follows on whether it's fair, not on who wrote it. And note that we think online agents genuinely suit some sellers.

Where online models are strong

• Cost certainty. A fixed fee, often payable regardless of sale, is cheaper when everything goes smoothly.
• Simple stock. A well-priced, well-presented flat in a liquid market can largely sell itself.
• Sellers who enjoy the work. Hosting viewings and negotiating directly suits some people well.

Where the local model earns its fee

• Pricing judgment. Street-level knowledge an index can't see, and the confidence to defend the price in negotiation.
• Qualified buyers. Knowing who is proceedable, financed and serious before your Saturday is spent.
• The middle of the transaction. Chasing solicitors, holding chains together, renegotiating after surveys. This is where sales are actually saved.
• Aligned incentives. No-sale-no-fee means we're paid for completions, not listings.

The question isn't which model is better. It's: if this sale gets difficult, who is doing the difficult part?

If your answer is happily 'me', an online agent may serve you well. If not, interview local agents. Including us. And press hard on the valuation evidence.

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