Side by side
| Factor | Fixed fee (online) | Percentage (high street) |
|---|---|---|
| Typical cost | £0–£1,499 including VAT | 0.75%–1.5% + VAT |
| On a £200,000 sale | £999 (example) | £2,400 at 1% + VAT |
| On a £300,000 sale | £999 (example) | £3,600 at 1% + VAT |
| On a £500,000 sale | £999 (example) | £6,000 at 1% + VAT |
| When you pay | Often upfront or within months, sale or not | Usually on completion only |
| Viewings | Often done by you, or extra cost | Usually included |
| Incentive to push the price | None from the fee itself | Small — the agent earns more if the price rises |
Figures are typical UK ranges, not quotes. Always check the contract you are offered.
When each one wins
Fixed fee
- Higher-value homes where 1% is a large sum
- Homes in strong demand that will sell themselves
- Sellers happy to host viewings and chase the sale
Percentage
- Homes that need active selling or careful pricing
- Sellers who want no cost if it doesn't sell
- Chains that need an agent progressing them weekly
Our take
The percentage fee buys the agent's time once you have an offer: chasing solicitors and holding the chain together. If you are prepared to do that yourself, a fixed fee is usually cheaper. If not, the saving can disappear in one stalled sale.
Questions sellers ask
Is a fixed fee paid if my house doesn't sell?
Often yes. Many fixed-fee agents charge upfront or on a deferred basis that is due after a set period regardless of sale. Read the payment terms before signing.
Can I negotiate a percentage fee?
Usually. Agents expect sellers to compare quotes, and a tiered fee that rewards a higher price is a common compromise.
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