London is a harder market to sell in than it was a few years ago, and that changes the sums on using an agent. The official UK House Price Index put the average London home at £554,000 in August 2026, down 2.2% over the year, with flats down 5%. When prices are soft, every pound of cost comes straight out of your equity. HomeOwners Alliance puts the average UK agent fee at 1.42% including VAT, which would be about £7,900 on an average London sale, and quotes in the capital vary widely by area and agent.
You don't need a licence or an agent to sell your own home, but you do need to prepare properly.
Start with the paperwork, not the photos
What every seller needs
- An EPC. You need a valid Energy Performance Certificate before you start marketing, whether or not you use an agent. They last 10 years, so check the online register in case yours is still current.
- A conveyancer. Instruct one before you list rather than after you accept an offer. Early title checks and forms can save weeks.
- Proof of any work done. Gather building regulations sign-off, planning permissions and guarantees. In London, loft conversions, rear extensions and knocked-through walls are common, and so are the questions they raise. Find any party wall paperwork too.
If you own a leasehold flat
Check these early:
- Lease length. Buyers and their lenders get more cautious as a lease shortens. Below 80 years, the cost of extending usually rises because marriage value becomes payable. The Leasehold and Freehold Reform Act 2024 aims to abolish marriage value, but the valuation changes depended on further regulations, so ask your solicitor where things stand before you decide whether to wait.
- Management information. Your buyer's solicitor will want service charge accounts, ground rent details, insurance and information on planned major works. This comes from the freeholder or managing agent, costs money and can take weeks, so request it as soon as you decide to sell.
- Building safety. In a building of at least 11 metres or five storeys, you will normally need to provide a leaseholder deed of certificate, and your buyer's lender may ask for an EWS1 form.
If your flat was bought under Right to Buy
Ask your solicitor whether any discount repayment applies, and whether you must first offer the property back to the council or housing association.
Pricing in a patchy market
A city-wide average won't tell you much, because prices can shift noticeably between neighbouring streets. Look up HM Land Registry sold prices for homes like yours nearby, then compare them with what is on the market now.
Three points are worth checking:
- Compare like with like. Service charge, lease length, floor level and outdoor space all affect the price of a flat.
- Don't price on 2022 memories. With flat prices falling, what your neighbour achieved a few years ago may no longer hold.
- Watch the £500,000 line. First-time buyer stamp duty relief only applies up to £500,000. At current rates, a first-time buyer pays about £10,000 on a £500,000 home and about £15,500 on one at £510,000. If your home could sit either side of that line, an asking price just above it may put off the buyers you most want.
If you're still unsure, an RICS surveyor can give you an independent valuation.
Marketing to London buyers
A one-page fact sheet will save you repeating answers to practical questions, so include:
- Walking times to the nearest stations and the lines they serve
- Council tax band and borough
- Service charge, ground rent and lease length, if leasehold
- Parking arrangements, including any controlled parking zone and permit costs
- Broadband speeds and any planned works to the building
Keyzee lets you list privately and talk to buyers directly, so you can answer these questions yourself.
Good photos and a floor plan are worth paying for, especially for a small flat where the layout is hard to convey. Rightmove and Zoopla generally don't take listings directly from private sellers, so if you want to appear there, you'll need to use an agent or online service that can upload for you.
Viewings and safety
Group viewings into a Saturday morning or a couple of weekday evenings to make better use of your time.
Take a name and phone number before confirming anyone. Have someone with you where you can, lock away valuables and medication, and don't discuss your finances or how quickly you need to move. In a shared building, escort people through communal areas and let any concierge know who is coming.
Handling offers without an agent
Ask every buyer the same questions: is the mortgage agreed in principle, where is the deposit coming from, and is there a property to sell? In London, where chains can be long and flat sales slow, a lower offer from a chain-free buyer can be worth more than a higher one that relies on three other sales. Ask for evidence and pass it to your solicitor.
Once you've agreed a price, put it in writing in a memorandum of sale. Remember that nothing is binding until contracts are exchanged. On Keyzee you can manage viewing requests and deal with buyers directly as your sale progresses.
If the home hasn't been your main residence throughout your ownership, take advice on capital gains tax. Any UK residential gain has to be reported and paid within 60 days of completion.
What it's likely to cost
These are rough figures, so get your own quotes:
| Item | Typical cost | | --- | --- | | EPC | £60–£120 | | Conveyancing | £1,000–£2,000, more for leasehold | | Leasehold management pack | Often several hundred pounds | | Photography and floor plan | £150–£250 | | Valuation (optional) | £300–£500 |
Even at the top of those ranges, your total may be well below an agent's commission on a typical London sale, though you'll be giving up evenings and weekends.
Is it right for you?
Selling privately suits you if you can reply quickly, be available for viewings and stay organised during a process that often takes months. It's harder with a short lease, unresolved cladding questions or a complex chain. Take legal advice on those first.
If you've checked the paperwork and feel ready to go, you can create your listing on Keyzee and start talking to buyers directly.