Selling your home is one of the largest financial transactions you will ever make. In England and Wales, the average estate agent charges between 1% and 3% of the sale price — on a £350,000 property that is up to £10,500, plus VAT. Private selling puts that money back in your pocket.
This guide walks you through every stage of the process.
Is selling without an agent legal?
Yes, entirely. There is no legal requirement to use an estate agent when selling a property in England, Wales, or Scotland. You have the right to market and sell your home directly to a buyer.
The only legal requirement is that the conveyancing — the transfer of legal title — is handled by a licensed solicitor or conveyancer. You handle the marketing and negotiation; they handle the paperwork.
Step 1: Price your property accurately
Overpricing is the most common mistake private sellers make. Without an agent pushing a high asking price to justify their fee, you have an advantage: you can price to sell.
How to find the right price
- Sold price data: Check Land Registry via Rightmove or Zoopla for what similar properties on your street or nearby have actually sold for in the last 12 months — not asking prices, sold prices.
- Active competition: Look at what comparable properties are currently listed at. If yours is priced above them without a clear reason, buyers will scroll past.
- Condition discount: Be honest. A property that needs a new kitchen cannot command the same price as one with a recently refitted one.
A realistic price generates viewings. An unrealistic price generates silence.
Step 2: Prepare your property
You do not need to spend thousands on a renovation. You do need the property to photograph well and feel welcoming on viewings.
Pre-listing checklist
- Declutter every room, including storage spaces — buyers open cupboards
- Deep clean, paying attention to kitchens, bathrooms, and windows
- Fix obvious defects: dripping taps, broken door handles, cracked tiles
- Freshen paintwork in high-traffic areas with a neutral colour
- Tidy the front of the property — kerb appeal drives click-through on listings
Photography
Phone cameras are capable of excellent property photos in 2026, but good light is non-negotiable. Shoot on a bright day with all internal lights on, curtains open. Wide-angle shots from corners make rooms appear larger. If you prefer professional photos, EPC assessors and photographers can be booked directly — many offer combined packages.
Step 3: Get your EPC
An Energy Performance Certificate is a legal requirement before you can market the property. You cannot list without one. EPCs cost between £60 and £120 and are valid for 10 years — check if your existing one is still current at the GOV.UK EPC register.
Step 4: List your property
This is where private sellers previously hit a wall — portals like Rightmove and Zoopla only accept listings from registered agents. That has changed. Platforms like Keyzee allow homeowners to list directly, meaning your property reaches buyers searching online without any agent involvement.
A good listing includes:
- At least 8 photos covering every room, the garden, and the exterior
- An accurate floor plan (buyers increasingly expect these)
- An honest, detailed description covering room dimensions, tenure, council tax band, and any notable features
- Your asking price and whether you are open to offers
Step 5: Handle enquiries and viewings
Buyers will contact you directly. Respond promptly — research consistently shows that response time correlates with offer rate.
Conducting viewings
- Offer slots at evenings and weekends; most buyers work during the day
- Do a walk-through of the property before each viewing — shoes off, bin emptied, lights on
- Let buyers explore at their own pace rather than following them room to room
- Have answers ready for common questions: boiler age, broadband speed, neighbours, reason for selling
Safety
Always verify interest before giving out your address. It is reasonable to ask buyers for a brief introduction — their situation, whether they have a mortgage in principle — before confirming a viewing.
Step 6: Negotiate the offer
When an offer comes in, you are under no obligation to accept the first one. Consider:
- The buyer's position: cash buyer or mortgaged, chain-free or in a chain
- Their proposed timeline
- Whether their mortgage is agreed in principle
A slightly lower offer from a chain-free buyer with a mortgage agreed is often worth more than a higher offer from a buyer who has not started theirs.
Step 7: Instruct a conveyancer
Once you have accepted an offer, both parties instruct conveyancers. Shop around — conveyancing fees vary significantly (typically £800–£1,800 for a sale). The conveyancer will handle the legal pack, respond to the buyer's solicitor's enquiries, and manage the exchange and completion.
What does it actually cost?
| Item | Typical cost | |---|---| | EPC | £60–£120 | | Professional photography (optional) | £100–£200 | | Listing platform | £0 on Keyzee | | Conveyancing | £800–£1,800 | | Total | £960–£2,120 |
Compared to 1.5% on a £350,000 sale (£5,250 + VAT), the saving is substantial.
Ready to list?
Keyzee lets you create a full property listing — photos, floor plans, description, and direct buyer messaging — at no cost. Your Rightmove listing, if you have one, can stay live alongside it. Start your listing on Keyzee and keep the commission for yourself.