How to Save Money on Your House Sale Using an Online Estate Agent
Published 9th of April 2017·Updated 12 April 2026
Reviewed by: Reviewed for accuracy April 2026
Using an online estate agent can save you thousands of pounds compared with a traditional high street agent. Online agents charge a fixed fee, typically between £500 and £1,500, rather than a percentage of your sale price. On an average UK property, that saving can easily exceed £5,000.
Short Summary
High street estate agents typically charge between 1 and 3 per cent of the sale price. On a £300,000 property, that amounts to £3,000 to £9,000 in commission.
Online agents charge a flat fee regardless of your sale price. Most list your property on Rightmove and Zoopla, giving it the same visibility as a high street listing.
The main trade-off is service level. Many online agents offer fewer viewings and less hands-on negotiation support than a local agent. Some charge upfront whether or not your property sells, so check the terms carefully.
Hybrid agents such as Purplebricks and Yopa sit between the two: a fixed fee with more support than a basic online listing, including local property experts who can conduct viewings.
How do online estate agents work?
Online estate agents manage your sale remotely. You provide photographs and property details (some agents offer a professional photography service for an additional fee), and the agent lists your property on the major property portals, Rightmove and Zoopla. Enquiries come through to the agent, who passes them to you or handles them directly depending on the package you have chosen.
Most online agents also help with the negotiation process and the administrative paperwork required to progress the sale. The key difference from a high street agent is that viewings are often conducted by you, the seller, unless you pay for an accompanied viewings add-on.
What does an online estate agent cost compared to high street?
The cost difference is substantial. High street agents charge between 1 and 3 per cent of the sale price plus VAT. Online agents charge a flat fee, usually paid upfront or deferred until completion.
| Agent type | Typical fee | Paid when |
|---|---|---|
| High street agent (1%) | £3,000 on a £300k property | On completion |
| High street agent (2%) | £6,000 on a £300k property | On completion |
| Online agent (basic) | £500-£999 | Often upfront |
| Online agent (premium) | £999-£1,500 | Upfront or deferred |
| Hybrid agent | £999-£1,999 | Upfront or on completion |
The "no sale, no fee" option is available from some online and hybrid agents but usually costs more than the standard upfront package. If your property is likely to sell quickly, paying upfront for the cheaper package often makes more sense.
Which online estate agents are available in the UK?
Several established online and hybrid agents operate across the UK. Rightmove lists properties from most of them, giving you national reach.
Purplebricks is one of the largest, offering a hybrid model with a local property expert who conducts valuations and viewings. Yopa operates a similar model. Strike offers free listings and charges only for optional extras. eXp Realty and Emoov are other established names. Comparing packages directly on each agent's website is worthwhile, as pricing and included services change regularly.
What are the risks of using an online estate agent?
The main risk is choosing a package that does not include enough support for your circumstances. If you are selling in a slow market, in a property chain, or dealing with a difficult buyer, having a proactive local agent who can push things forward has real value.
Upfront fee packages mean you pay whether or not the property sells. If you pay £800 upfront and your sale falls through, you may need to pay again with a new agent. Always read the small print on refund policies.
Can I use an online agent for conveyancing too?
Some online agents offer discounted conveyancing as part of a bundle. Conveyancing typically costs £800 to £1,500 for a standard sale, though this varies by property type and complexity. Accepting a bundled conveyancing deal can reduce total costs, but compare the quoted rate against independent solicitors before committing. The Law Society's website allows you to search for regulated conveyancers in your area.
Frequently Asked Questions
Is selling with an online estate agent legal and safe?
Yes. Legitimate online and hybrid agents are members of a Property Redress Scheme (either The Property Ombudsman or the Property Redress Scheme) and are required by law to have client money protection. Check any agent you consider is registered with one of these schemes before signing up.
Will my property appear on Rightmove if I use an online agent?
Most online agents list properties on Rightmove and Zoopla. This is the main advantage over private sale websites, which lack the same reach. Always confirm portal listings are included before paying.
Do online estate agents conduct viewings?
Basic packages usually require you to conduct viewings yourself. Most agents offer an accompanied viewings add-on for an extra fee, typically £50 to £100 per viewing or a flat package rate. Hybrid agents such as Purplebricks and Yopa usually include a local representative who can conduct viewings.
What happens if my property does not sell with an online agent?
If you paid upfront, you lose that fee. Some agents offer a "no sale, no fee" option which refunds you if the property does not sell, but this package usually costs more. Check the cancellation and refund terms before you sign up.
How do online estate agents value my property?
Most send a local representative to carry out an in-person valuation. Some offer online valuations based on comparable sold prices from Land Registry data. For accuracy, an in-person valuation is preferable, especially for unusual properties.
Should I use an online agent or a high street agent?
Online agents work well for sellers in active markets where properties sell quickly, and for sellers confident in managing viewings and buyer negotiations themselves. High street agents are worth the higher fee in slower markets, with complex chains, or when you want more hands-on support throughout the process.