‘Another important element is price ... highest doesn’t necessarily mean best’

Highballing what they say you can get in order to win business is unfair, will likely lengthen the sale process and only result in disappointment further down the road. For example, if your place is worth £300,000 and they say they can get you £330,000: “No problem, sign here for three months.” You sign up and then three months later, you haven’t sold it and they come back and say: “Actually, it’s only worth £300,000.” By that point you have completely mucked up your marketing.

Do some of your own research. Have an idea of what a reasonable price may be before asking estate agents to give their view. And, of course, always ask about fees. Commission fees mean the agent gets a percentage of the sale price. Usually from 0.75pc to about 3pc. First, check what the fees include. Will there be additional costs for specific marketing options, does it include VAT? Make sure you know what you are getting and how the fees are paid. Some ask for them upfront so it is worth finding out.

There may also be a hidden withdrawal fee if you decide not to sell or a “ready, willing and able purchaser” clause. The latter means you may be charged even if the property doesn’t sell. They are worth checking for.

Then there is the question of whether you want to negotiate. Each firm and agent is different, and they may not be open to negotiation. However, in my view it is worth a try. One idea could be to offer a sliding scale of fees; where the percentage they get is reduced in line with price reductions.

Although fees are a big factor, try to think about the whole process. Yes, you want someone who can negotiate a good deal, but will they be able to keep it together after an offer has been accepted? There is a real skill in managing the process. Keeping momentum and everyone on side, particularly in a slower market is tricky.

On the flip side, if you are a buyer my main piece of advice is there is more said in what is left out of a property description than what is. For example, if it has a south facing garden the listing will say “south facing garden”. If it just says garden, then it is not south facing.

Contact Phil Spencer

Phil Spencer also shares his advice on his website moveiQ.co.uk. Email him with your thought and questions

phil.spencer@telegraph.co.uk