Selling a property in London is one of the biggest financial transactions most people will ever make. The average London estate agent fee sits between 1% and 3% of the sale price — on a £600,000 flat, that's up to £18,000 out of your pocket before you've even paid your solicitor. It's no surprise that more sellers are asking whether they really need an agent at all.
The short answer: you don't. Private house sales are perfectly legal in England and Wales, and sellers in London are increasingly going it alone. But doing it well requires preparation, local knowledge, and a clear process.
What the law actually requires
You don't need a licence to sell your own property, but you do need a few things in place before you can legally market it:
- An Energy Performance Certificate (EPC) — mandatory before you list. You can commission one from an accredited assessor for around £60–£120 in London. The certificate is valid for ten years.
- A solicitor or licensed conveyancer — you cannot complete a property sale without one. Find a firm experienced in London transactions; leasehold sales in particular can be complex and slow.
- Property information forms — your solicitor will provide the TA6 (property information) and TA10 (fittings and contents) forms. Fill these out honestly; inaccurate answers can give a buyer grounds to pull out or claim compensation later.
If your property is leasehold — which covers the majority of London flats — you'll also need a leasehold information pack from your freeholder or managing agent. Budget £200–£500 and several weeks for this.
Pricing your property accurately
Getting the asking price right is arguably the hardest part of selling privately. Overprice and your listing goes stale; underprice and you leave money on the table.
Start with Land Registry sold prices for comparable properties within half a mile, sold within the last six months. Then layer in current market conditions: is your street seeing multiple offers or extended time on market? Check Rightmove's "sold subject to contract" listings for live signals.
London pricing is hyperlocal. A flat on one side of a borough boundary can command 15% more than an identical one on the other. If you're genuinely unsure, an RICS-registered surveyor's valuation (typically £300–£500) is money well spent — and more objective than a free valuation from an estate agent who has an incentive to flatter the number.
Leasehold: check your years first
If you're selling a leasehold flat, check the remaining lease length before you set a price. Mortgage lenders typically require at least 70 years at the point of completion; many want 85 years or more. A flat with 75 years left will have a smaller buyer pool and may sell for significantly less than one with 125 years. If you're close to a threshold, extending the lease before selling can be a worthwhile investment.
Where to advertise
Rightmove and Zoopla are the two portals that matter in the UK. You can't list on them directly as a private seller — you need to go through a portal-access service or a hybrid agent. Several platforms now offer pay-per-listing access for a flat fee of £100–£300.
Beyond the portals, London's local Facebook groups and community boards can generate genuine enquiries, particularly for unusual properties or streets with strong community ties. A professional "For Sale" board (printed, not handwritten) outside the property still drives walk-in interest in many London neighbourhoods.
Good photography is non-negotiable. Poor photos kill interest immediately. A professional property photographer typically charges £150–£250 in London and will make your listing look as good as anything an agent would produce.
Handling viewings
Block-booking viewings over a Saturday or Sunday works well in London — it creates genuine competitive pressure and makes efficient use of your time. Prepare a factsheet covering key details: council tax band, service charge and ground rent if leasehold, broadband speeds, utility providers, and anything notable about the neighbours or the building.
Be honest about flaws. London buyers are experienced, their surveyors will find issues anyway, and discovering a problem you concealed is the fastest way to lose a sale at the last minute.
Negotiating offers
When an offer comes in, verify the buyer's financial position before accepting. Ask for evidence of their mortgage agreement in principle, or proof of funds if they're a cash buyer. In a London chain, find out how many links are above and below them — a shorter chain means faster completion and less risk of collapse.
You're under no legal obligation to accept the highest offer, and "best and final offers" rounds are legitimate. Once you've accepted verbally, instruct your solicitor immediately and ask the buyer to do the same; the faster the legal process starts, the less time there is for something to go wrong.
What you'll still pay
Selling privately saves the estate agent fee, but it doesn't eliminate all costs:
| Cost | Typical range in London | |------|------------------------| | EPC | £60–£120 | | Solicitor / conveyancer | £1,500–£3,000 | | Portal listing | £150–£300 | | Photography | £150–£250 | | Surveyor valuation (optional) | £300–£500 |
Compare that to 1.5% on a £700,000 property — £10,500 — and the saving is clear.
Where Keyzee comes in
If you want the control of a private sale but with a structured platform to manage listings, enquiries, and the buyer journey, Keyzee is built for exactly this. Sellers list their London property, handle viewings on their own terms, and keep more of their equity. The platform gives buyers confidence and sellers the tools they'd otherwise rely on an agent for — without the commission.
Keyzee also surfaces verified buyer interest, so you're not fielding time-wasters; enquiries come from people who've confirmed their financial position upfront.
Is it right for you?
Selling privately works best if you're comfortable with direct communication, have time to manage viewings, and are selling a straightforward freehold or a leasehold with no major complications. It's harder if you're in a complex chain, have a difficult title, or simply don't have the headspace for it alongside a demanding job.
But for many London sellers, the commission saving alone makes it worth the effort — and the process, once you understand it, is more manageable than it looks.
Ready to list your London property on your own terms? Start your listing on Keyzee — it takes around ten minutes and costs nothing to get started.