Estate Agent vs Buying Agent
The biggest mistake Turkish buyers make in London: assuming the estate agent is on their side. They represent the seller — not you. The difference can cost £50,000–£200,000.
Estate agents are paid by the seller. The higher the sale price, the more they earn. Buying agents are paid by you — their job is to find the right property at the lowest possible price.
Side-by-Side Comparison
| Criterion | Estate Agent | Buying Agent (Brick & Fortune) |
|---|---|---|
| Who do they represent? | The seller | You (the buyer) |
| Who pays their fee? | Seller pays | Buyer pays |
| Conflict of interest? | Yes — incentivised to maximise sale price | No — incentivised to achieve lowest price for you |
| Off-market access | Their own portfolio only | All agents + off-market network |
| Negotiation strategy | Defends seller's price | Drives price down for you |
| Due diligence / risk analysis | Not provided | Comprehensive analysis included |
| Legal process oversight | Not provided | Step-by-step monitoring |
| Investor customisation | None | SDLT, SPV, non-dom analysis included |
| Independence | Tied (to seller) | Fully independent |
Real-World Scenarios
⚠️ Scenario 1: Buying through an estate agent
A client flies from Istanbul to London and visits a Knightsbridge estate agent. The agent presents an enthusiastic pitch for a £2.3M apartment in their portfolio. The buyer, assuming the price is fair, proceeds. In reality, comparable properties in the same building changed hands at £2.05–2.1M. Difference: £200,000+.
Outcome: Overpaid at market, no SDLT optimisation, no due diligence.
✅ Scenario 2: Buying through Brick & Fortune
The same client engages Brick & Fortune. Goals, budget, and tax position are established. Estate agent portfolios and off-market networks are searched. Three comparable properties are shortlisted. Negotiation achieves a £185,000 reduction. SPV structure is modelled to optimise SDLT. Every legal step is monitored through to completion.
Outcome: Below-market acquisition, optimised tax structure, zero surprises.
Frequently Asked Questions
How much does a buying agent cost?
Typically 1–2.5% of the purchase price. A skilled buying agent routinely saves far more through negotiation — the industry average is 3–5x the fee value in savings achieved.
Can't an estate agent be 'buyer-friendly'?
Estate agents are legally obligated to represent the seller. They cannot act fully in the buyer's interests while being paid by the seller to achieve the highest possible price.
What is an off-market property?
A property not listed on Rightmove or Zoopla — accessible only through buying agent networks. In prime London, approximately 25–30% of transactions occur off-market.
Why is a buying agent especially important for international investors?
If you are purchasing remotely, unfamiliar with the local market, navigating English legal processes for the first time, and want to optimise SDLT, SPV structure, or non-dom positioning — a buying agent is essential.
Related Guides
Your Buying Agent in London
Brick & Fortune represents buyers only — we have no relationship with sellers. Our mandate is simple: find you the right property at the best possible price.