The Essential Buying Agent Guide for 2025. Everything you need to know about using a buying agent in London and how to find the right one for you.
20% of property transactions in Central London are now through a buying agent. This figure increases to 80% in Prime Central London above £10m.
Buyer representation is standard practice in most countries, however not widely adopted in the UK market until recent years.
The increase of international buyers in London since 2000 has seen the industry gain significantly more exposure, so demand has increased.
Top buying agent, Henry Sherwood, set up The Buying Agents in 2008 to cater for this growing demand.
“This guide will help you decide if using a buying agent is right for you and help you choose the right one. Please do not hesitate to contact me directly if you are considering using a buying agent for your next purchase. If not, I hope you gain some helpful insight from this guide, and best of luck with your search!”
HENRY SHERWOOD – MD & FOUNDER – THE BUYING AGENTS
In most UK property sales, buyers do not have separate representation; they have to rely on the estate agent, who the seller pays. This creates a conflict of interest, so the buyer may not receive objective advice or the best service. Engaging a buying agent will redress this imbalance during the search and acquisition process.
The buyer pays the buying agent, whereas the seller pays the estate agent.
One of the biggest misunderstandings in UK property is that the estate agent represents both seller and buyer. They may broker the deal and advise the buyer on specific aspects of the purchase, but they will always act in the seller’s best interests. Many buyers feel that retaining an experienced buying agent will re-address the imbalance of advice. Given a property is the single biggest purchase most people make, it makes sense to get impartial advice.
Unlike many other countries, it is not standard practice in the UK to have buyer representation. However, with more international buyers in the UK market in recent years, it has become more commonplace. In some areas of London, over 70% of transactions involve a buyer’s agent.
The estate agent (sellers agent) is paid by the seller to market their property in order to achieve the highest price. The estate agent has no duty of care to the buyer and estate agents in the UK are not licensed. It is up to the buyer to conduct their own analysis and due diligence on any property they buy.
A buying agent has whole market access. An estate agent can only show you properties they list, or properties from other agents who will share commissions. As a buying agent is paid by the homebuyer, they can show you property from every agent and every developer. This will ensure you buy the best property for you, and not what the estate agent wants to sell you.
COMPARE | BUYING AGENT | ESTATE AGENT |
Advises | Buyer | Seller |
Access the whole market | Yes | No |
Finds off-market properties | Yes | No – Only their listings |
New off-market listings | First | Last |
Gets you the best price | Yes | No (No best price for seller) |
Objective advice | Yes | No |
After care service | Yes | No |
They are all the same but the name varies depending on which country you are in. Buying Agent is the most common term in the UK whereas Property Finder is most common in the UAE as one of their main property portals is called Property Finder. The term Buyers Agent is used more in Australia and USA. Whereas Property Search Agent is a generic term that just describes the service.
A buying agent will manage the entire property search and acquisition process for the buyer.
The service they provide will depend on the following.
Here is a quick guide to what you can expect from a reputable buying agent.
An initial call or meeting to discuss your requirements and objectives. You will discuss property type and size, features, location, budget and timeframes. Your buying agent will advise on the process and strategy. This is a good time to ask any questions about the service, company/person and fees.
Your buying agent will then conduct a full property search of all channels. The property search will include open market, off-market, their contacts and all known suitable properties.
Together with your buying agent you will discuss each property and decide which ones your buying agent will preview. Your agent will preview each property and conduct all their checks on the property and the owner. The preview stage will include videos and virtual viewings so the buyer has as much information as possible when deciding what to view.
Once the condition of property has been checked the buying agent can conduct all their checks including price analysis and listing history.
You will then decide which properties you would like to view. Your buying agent may also make recommendations based on their understanding of your brief and their experience of the local market.
The Buying Agents will organise the viewings and to pick you up. If you are not familiar with the area they will also include time for an area tour so you can see where the properties are in relation to the local amenities and transport. They will accompany you on all viewings so you will have time to discuss each property between appointments.
When you have found the perfect property your buying agent will discuss the acquisition strategy with you before presenting an offer. Your buyer’s agent will consult you at every stage during negotiation before any communication with the seller’s side.
Once the purchase is agreed the buying agent will guide you through the process of instructing the relevant parties so they have everything your solicitor needs to start the conveyancing process.
Conveyancing is the process of transferring the legal ownership from the seller to the buyer. This process can be complex and take anything from a few days to several weeks. Once the relevant parties are in instructed, The Buying Agents manage the conveyancing for you to ensure a speedy and successful Exchange of Contracts and Completion.
Some buying agents offer post completion services so always check what is included in the purchase fee and what is an additional cost.
The most common reasons for using a buying agent are;
Please feel free to get in touch to discuss your search and see if our service is right for you.
If you are serious about finding the best property, securing a great deal, and reducing stress, using a buying agent is a smart investment. They provide exclusive access, expert negotiation, and professional guidance—making the buying process seamless and successful.
If any of the following situations apply to you then you should consider using a buying agent.
Finding a new home can be a full time job. You need to be in constant contact with all the agents to be top of the call list when new instructions come to the market. In some areas of London there are as many as 100 agents in a single postcode. That is a lot of calls. You also need to bear in mind that every outgoing call to register with an agent will result in several incoming calls a week. Not to mention wasted time viewing unsuitable properties. A buying agent will use your available time as efficiently as possible to conduct all the time consuming elements for you.
Receiving good impartial advice is essential in making the right decision and avoiding expensive mistakes. A Buying agent will have comprehensive local market knowledge. They know the best areas, roads and buildings so can advise on the best opportunities. They will also know what similar properties have sold for and the market value of any new listings. Your buying agent will also advise on the best negotiation strategy to acquire the property at the right price on your terms.
Buying a property from overseas can be hard work. If you are not active on a daily/weekly basis you will miss the best opportunities. Buyers also need to consider that the best property can sell quickly. The logistics of arranging a viewing trip or combining the viewing with work commitments often means buyers miss out. There is nothing more frustrating than travelling to the UK to find there is nothing suitable to view or the properties you do view are not as expected.
Find out how a buying agent can eliminate these issues and prevent wasted viewing trips.
If you do not already live in the area where you want to buy, a property search can be frustrating. A buying agent will act as your “Eyes on the ground” and conduct all the groundwork for you. They speak with agents, shortlist and check the best properties, preview and video any properties you like, then arrange the viewing schedule. The buying agent will ensure you only view suitable properties so there are no wasted viewing trips.
Buying your first home or investment property can be daunting. A house is the single biggest purchase most people make so it essential you get the best objective advice and you are comfortable making a decision. A buying agent will guide you through the entire process from start to finish.
There are numerous reasons why some property buyers wish to remain anonymous during the search and acquisition process. In addition, some buyers may not want to be involved in negotiations with someone they know. A buying agent will ensure who you are is not part of the negotiations or headlines.
In most situations it is well worth using a buying agent, especially in competitive markets. The “value add” from an experienced buyers agent will more than cover their fee.
A professional buying agent works exclusively for the buyer, helping to secure the best property at the right price while saving time, stress, and money. Here are the key benefits of using a buying agent.
Many of the best properties never reach public listings. Buying agents have access to off-market and pre-market properties, giving their clients exclusive opportunities before other buyers even know they exist.
Buying agents understand market trends, local property values, and negotiation tactics. They negotiate on your behalf to secure the best possible price and terms, often saving buyers significant sums.
Searching for the perfect home takes time. A buying agent handles the entire search process, shortlisting the best properties, arranging viewings, and dealing with administration making the process smooth and hassle-free.
Unlike estate agents, who work for the seller, a buying agent is 100% on the buyer’s side. They provide impartial advice, ensuring you make an informed decision without unnecessary pressure.
Buying agents have in-depth knowledge of specific areas, including future developments, investment potential, and hidden risks. Their expertise helps buyers avoid costly mistakes and make smarter property decisions.
Buying agents fees consist of two parts
The retainer ranges from £500 – 2,500 + VAT
The Retainer is deducted from the purchase fee.
The registration fee is simply a way to gain commitment from the buyer as it does not cover the time/costs incurred during the process. An experienced buying agent will only work with buyers they know they can help. Their retainers tend to be lower as they are focused on the end result and the purchase fee.
A higher Registration Fee does not incentivise the buying agent to get results. Some buying agents charge £2,500 every 3 or 6 months and work with 10 or more buyers at any one time. Their success rates tend to be lower due to lack of incentive and stretched resources covering so many clients.
The UK average fee is 1.5 – 2% (range 1% to 2.5%)
The purchase fee is paid on exchanges of contracts which is the legally binding stage of the transaction.
Many companies will advertise a higher fee of 2.5% for example but then negotiate with each client to agree as much as possible. This is unfair as every client pays a different fee for what is essentially the same service.
Any buying agent charging less than 1% probably doesn’t have the resources, experience or connections to compete at the higher level so can only compete on price.
Some buying agents will work on a fixed or capped fee at the middle to higher end of the market depending on the requirement.
In order to incentivise the property finder to negotiate the best deal, there is often a clause in the fee agreement based on negotiation performance. For example, the fee could be
1.5% of the asking price or 15% of the difference between Asking Price and Purchase price.
However, this fee structure is often abused for the following reasons
Do not pay the purchase fee upfront without a service level agreement, KPIs or refund policy. If the agent receives the fee upfront there is no incentive for them to get results. Property finding is a success based business.
Choosing the right buying agent is an important decision. You are entrusting them with the single biggest purchase you will ever make, so you need to know you are getting expert advice you can trust. The wrong decision can be very costly.
You should look for at least 10 years estate agency experience AND 10 years buying agency experience as a minimum.
Understanding how the process works from the estate agents’ side is essential. They will also need to be credible in the estate agent’s eyes and know the industry inside out.
In addition to industry experience, ask about their local experience in the area you are looking to buy. Anyone with less than 10 years local experience probably does not have the connections or market knowledge required to fully advise.
Finding and buying the best property takes time and resources. Most good buying agents will only represent 3 – 5 clients per person at any one time. Any less than this and they are probably struggling to find work which is not a good sign. Any more than five clients per agent and the quality of service will suffer. In some areas of London, there are as many as 50 estates agents in one postcode. It is unlikely that a “one-man-band” will have the resources to explore all the options thoroughly.
The search and acquisition process can take time so it is essential you have a good relationship with your buying agent. Don’t be afraid to ask personal questions to find out more about them as a person and whether your values and interests align. You may end up spending considerable time with them and sharing personal information. The best results are always achieved as a team.
Your buying agent should be based in the location where you are intending to buy. They need to be on hand to view property at short notice and have extensive local market knowledge.
The buying agent will know the best locations, roads and even the best houses or buildings. They know which properties allow renting or pets, which have large works due or allow internal remodelling. An experienced buyers agent will also have contacts in the area and know whom to call. They will also have channels to source off-market property and even know potential vendors directly.
Finally, they need to be discreet. Having a reputation for acting in strict confidence is essential. This discretion will ensure other agents can trust them with sensitive information regarding potential properties for sale. It will also give their client confidence that their identity will not be part of the headlines or the negotiation. Several national and London newspapers have a page dedicated to high profile property buyers. Estate agents regularly promoted their recent sales in these papers. A reputable buying agent will have the knowledge and legal team to structure a purchase for total discretion.
Buying agents fees range from 1.5% – 2.5%. With such a wide range of fees it is essential you compare the services as the lowest fee is often a false economy. Remember that you do not pay anything unless the buying agent actually finds a property. With this in mind, you need to be confident they have the experience and resources to be successful. Alternatively, paying the highest fee does not guarantee a better service or success. Larger companies with the associated resources will have higher operating costs and hence higher fees. They also tend to work with more clients at any given time. As a result the service may not be as personal as a well structured smaller company.
Alternatively, a smaller company with lower overheads or a “one man band” may not have the resources to fully penetrate the market.
Most buying against charge a retainer upfront then a success or purchase fee on completion. Avoid paying the purchase fee up front or the buying agent is not motivated to get results.
Always check what is included in the service so you can compare the various companies “like for like”. The fee level is no indication of the service level so ask the buying agent to talk you through the process from start to finish. Ask what is included in the price and what services are extra.
Ask for details of recent purchases in the area and similar budget. This will give you an idea of how likely the buying agent is to be successful with your search. You may also wish to ask for references of previous clients but this is not always possible at the higher end due to NDA’s.
1) Ask friends or colleagues for references. 60% of all The Buying Agents business is from referrals and repeat business.
2) Reputation is essential but do not let it be the deciding factor. What is right for others may not be best for you. Play your own game and follow your instincts. If you cannot meet in person at least speak with them over the phone or Zoom. You need to know you will get on with them.
3) Do not choose a buying agent solely on their fee. If a buying agent has over 20 years’ property experience, their service levels will be similar. Once you get above a certain level, the service does not improve the more you pay. Alternatively, do not be attracted by lower fees; this can be a sign of desperation. Compare like for like and the resources of the company.
4) Ask them how they work, what the process is, and how would they approach your search?
5) Search for the buying agent online. Are they discreet? Do they post photos of their clients’ houses online? Do they attract unnecessary attention? Are they a security risk?
6) Do they have experience of buying what you would like to purchase? Do they have case studies or a reference with whom you can speak?
Please contact The Buying Agents if you would like to discuss any of our services.
There are numerous benefits to using a buying agent or property finder. Here are a few examples;
1) Confidentiality
2) Access off-market property
3) Impartial advice
4) Buy from overseas or out of area
5) Save time
6) Save money
7) Avoid costly mistakes
You should always opt for a buying agent in or near where you are looking to buy. They need an in-depth local knowledge of the properties and prices to fully advise you.
Some buying agents cover many counties from a single location so they are not near the properties they need to preview. This could result in the buying agent ignoring a property due to their round-trip travel time.
The Buying Agents cover London and The Home Counties from our two regional offices.
In addition to our regional offices, many of our buying agents work from home to reduce travel time to the office so they can spend more time in the field. They are all local experts that live in the areas specialise in.
It is important to consider the pros and cons when deciding if it is worth using a buying agent. Here is a balanced breakdown of the pros and cons of using a buying agent:
See more property – At the higher end of the market many properties are not sold on the open market. A buying agent will give you exclusive access to these hidden opportunities.
Expert Negotiation Skills – Buying agents negotiate on your behalf, often securing a better price and more favorable terms than you could achieve alone.
Time & Stress Savings – They handle the property search, arrange viewings, and conduct the due diligence, saving you time and effort.
Local Market Knowledge – Their expertise helps you understand pricing, neighbourhood trends, and investment potential, ensuring you make a well-informed decision.
Impartial Advice – Unlike estate agents who work for the seller, a buying agent represents your interests, giving unbiased guidance.
Stronger Buying Position – With a professional handling negotiations, sellers may take your offer more seriously, especially in competitive markets.
Additional Cost – Buying agents charge a fee. However, a good buying agent will recover their fee through negotiation.
Not Always Necessary – If you live where you want to buy, know the local market well and have plenty of spare time, you may not need a buying agent
Limited Effect – In some locations property is not sold off-market. You could just register with every agent in your area.
Potential Bias – Some buying agents are owned by large estate agents so they could try to sell their company’s listings first.
If you are considering buying a property in London or the Home Counties, we would be delighted to help. Please contact us for a no obligation consultation.