Why It Pays to Go Directly to the Selling or Letting Agent

When you're looking to buy or rent a property, the simplest approach is often the best: deal directly with the agent instructed to sell or let it.

Most properties are marketed by a single agent, and in the vast majority of cases buyers and tenants deal with that agent directly.  Occasionally, however, another agent may approach the instructed agent claiming to have a buyer or tenant and requesting a share of the commission if a deal is agreed.

There's nothing inherently wrong with this, but it's worth understanding how it works.  The instructed agent already has a direct route to the property owner, complete knowledge of the property and full control of the transaction.  Introducing an additional intermediary rarely makes the process simpler.

In fact, some agents actively look for opportunities to place buyers and tenants into properties listed by others.  Unsurprisingly, the properties made available for these arrangements are often those that have been on the market for longer or have struggled to generate enough direct interest on their own.  The most sought-after properties rarely need that additional layer of introduction because they already attract plenty of enquiries directly through the instructed agent.

For that reason alone, buyers and tenants are usually better served by going straight to the source.  You'll see the full range of available properties, receive information first-hand and avoid unnecessary complications if competition arises.

One Point of Contact

Property transactions involve enough moving parts without adding unnecessary layers of communication.  There are viewings, negotiations, paperwork, references, solicitors, surveys and countless conversations along the way.

When you deal directly with the instructed agent, communication is usually quicker and clearer.  Questions can be answered immediately, updates can be provided without delay and there is less risk of information being lost or misunderstood as it passes between multiple parties.

The instructed agent has direct responsibility for managing the transaction and is therefore best placed to keep everything moving forward efficiently.  They know the property, understand their client's priorities and can often resolve issues before they become problems.

For buyers and tenants, that means better information, faster decisions and a smoother experience from start to finish.

A Real-Life Sales Example

In June, we were marketing a property in the South District when two buyers came forward within a relatively short period of each other.

One buyer had approached us directly after seeing the property advertised.  The second was introduced through another agent who contacted us seeking a share of the commission if their buyer was successful.

Both buyers were in a position to proceed and both submitted strong offers.  In fact, the offer from the buyer introduced by the other agent was marginally higher.

As always, both offers were presented to the vendor fairly and in full.

After considering the options, the vendor chose to proceed with the buyer who had approached us directly, despite their offer being ever so slightly lower.

The reasoning was simple.  The vendor preferred the certainty and simplicity of a direct transaction.  There was one less party involved, communication would be more straightforward and we retained complete control of the process from offer acceptance through to completion.

The difference in price was negligible, but the vendor felt the smoother route offered the best chance of a successful sale.  In their view, avoiding unnecessary complexity was worth more than the small additional amount being offered elsewhere.

It's a good example of how property decisions aren't always made on price alone.  When offers are close, simplicity, certainty and ease of communication can be just as important.

A Real-Life Lettings Example

Something very similar happened in June with one of our rental properties in Town.

We received two suitable applications.  One applicant had contacted us directly, while the second was introduced through another agent seeking a fee split.

Both applicants met the landlord's requirements and there was little between them in terms of suitability.

After considering both applications, the landlord opted for the applicant who had come directly through us.

Again, the decision wasn't about excluding another agent or favouring one applicant unfairly.  The landlord simply preferred the cleaner and more straightforward route.  With one less intermediary involved, communication, referencing and move-in arrangements could all be handled directly through the instructed agent.

Where two parties are otherwise very similar, removing unnecessary complexity can make a difference.

Why Simplicity Matters

Property transactions are rarely decided on price alone.

Vendors and landlords are looking for confidence, certainty and the best chance of a successful outcome.  They want to know that communication will be clear, that deadlines will be met and that any issues can be dealt with quickly.

When an additional intermediary becomes involved, another layer is added to the process.  More people need updating, more conversations need to take place and there are simply more opportunities for delays or misunderstandings to occur.

By contrast, a direct buyer or tenant is already dealing with the people responsible for managing the transaction.

In competitive situations, that simplicity can become a genuine advantage.

The Commercial Reality

It's important to stress that professional agents have a duty to present all offers and applications to their clients, regardless of where they originate.  Every buyer and tenant should expect to be treated fairly.

However, there is also a practical reality that many buyers and tenants never consider.

Where an agent introduces a buyer or tenant directly, the instructed agent retains full responsibility for the transaction and does not have to share their fee with another firm.

That should never override the client's best interests, but when two offers or applications are genuinely identical, it can become one of several factors that naturally favour the direct introduction.

From the client's perspective, the transaction is simpler.  From the agent's perspective, there is greater control over the process.  When everything else is equal, those factors can matter.

Access to the Best Opportunities

Another often-overlooked benefit of going direct is that you're speaking to the people who are closest to the market.

The instructed agent knows what is coming to market, what is attracting interest and what opportunities may become available in the near future.

They are also likely to be handling the most desirable stock directly.  Properties that generate strong demand typically don't require additional agents to source buyers or tenants.  They attract enough interest on their own.

By establishing a direct relationship with the instructed agent, you're putting yourself in the best position to hear about opportunities as soon as they arise.

The Bottom Line

If you find a property you genuinely like, contact the instructed selling or letting agent directly.

It won't guarantee success, and every offer or application should always be judged on its own merits.  However, direct communication creates a simpler, more efficient process and ensures you're dealing with the people who have complete knowledge of the property and direct access to the decision-maker.

As our real-life examples demonstrate, when competing offers are closely matched, simplicity can make a difference.  Vendors and landlords often prefer a transaction with fewer moving parts, clearer communication and greater certainty of execution.

The property world can be complicated enough.  If you have the option, go straight to the source.  You'll gain better information, a smoother experience and, in a competitive market, you may even improve your chances of securing the property you want.