At first glance, the logic seems sound: enlist multiple estate agents, create competition, and increase the chances of a fast sale. But dig a little deeper, and the cracks begin to show. In today’s market, multiple agency agreements are not only ineffective—they’re actually counterproductive.
So why are sellers still using them?
The Myth of “More Agents, Faster Sale”
The main reason people still use multiple agencies is the belief that more agents = more buyers = faster sale. It feels intuitive. After all, if you had five people trying to sell your car rather than one, wouldn’t you expect a quicker result?
Unfortunately, the property market doesn’t work like that anymore. The days of estate agents holding exclusive lists of buyers are long gone. Today, almost all buyers are looking online—on PropertyGibraltar, Zoopla, Idealista or other major portals. That means whether your property is listed with one agent or five, it’s ending up in the same place: on the same websites, seen by the same buyers.
The illusion of increased exposure doesn’t hold up when you realise most estate agents are fishing in the exact same pond.
Confusing Messaging and Reduced Trust
When a property is marketed by multiple agencies, it’s often listed multiple times online—sometimes with different prices, photos, or descriptions. This inconsistency raises red flags for buyers. They begin to wonder:
❓Why is the seller so desperate?
❓Why are there different prices?
❓Is something wrong with the property?
Rather than attracting more interest, multiple listings can damage your property’s perceived value. Savvy buyers may sense an opportunity to negotiate aggressively—or avoid the property altogether.
Trust is everything in real estate. Mixed messages erode it.
Lack of Agent Commitment
Let’s be honest: estate agents are businesses. Like any business, they prioritize their time and resources where they’re most likely to get a return. If an agent knows you’ve signed a multiple agency agreement, they’re not guaranteed the commission—and may be less inclined to invest in premium marketing; professional photography, floorplans or quality viewings.
Why would they spend hundreds of pounds and hours of time promoting a property they might not get paid for?
With a sole agency agreement, the agent has skin in the game. They’re incentivized to go all-in—to market your property properly, follow up with every lead, and negotiate for the best price. When they know they have a fair shot at earning their commission, they’ll work harder to earn it.
The Real Costs: Financial and Emotional
Multiple agency agreements may sound cost-effective, especially if there’s a “no sale, no fee” clause. But they can come with hidden costs—both financial and emotional.
Price erosion: Conflicting listings and a “desperate to sell” aura often result in lower offers.
Longer time on market: A confused strategy leads to buyer hesitation and delays.
Stress and frustration: Juggling communications with multiple agents, inconsistent feedback, and a lack of accountability can make the process unnecessarily chaotic.
And if your property lingers on the market too long, it becomes stale—causing even more problems down the line.
What Works Better: A Sole Agency Strategy
In contrast to multiple agency agreements, a sole agency agreement gives one agent the exclusive right to sell your property for a set period. This isn’t about limiting your options—it’s about creating a focused, consistent, and professional marketing strategy.
With one trusted agent:
✅ You get clear, unified messaging.
✅ You can hold someone accountable for results.
✅ The agent is motivated to go the extra mile.
✅ Your property is presented in the best possible light.
Sellers who choose the right agent—one with local knowledge, a strong track record, and a modern digital strategy—consistently get better outcomes.
But What If the Agent Doesn’t Deliver?
This is the biggest concern that drives sellers toward multiple agency agreements: fear of choosing the wrong agent. And it’s a fair concern. But the solution isn’t to spread your bets—it’s to do your homework up front.
Before signing with anyone:
✅ Interview multiple agents. Ask tough questions. Understand their approach.
✅ Read reviews and testimonials. Look for consistent success stories.
✅ Check their marketing. How do they present other properties? Are they using video, social media, or just sticking a board in the ground?
And crucially—don’t get locked into long contracts. Reputable agents will offer short-term sole agency agreements (e.g., 8-12 weeks) with the option to extend if you’re happy. That gives you time to assess their performance without committing for months.
❌ Definately don't sign up to a sole agency agreement for 6 months (as some local agents will have you do). This removes any urgency on the agent entirely!
The Modern Seller’s Mindset
Today’s property market is driven by transparency, professionalism, and smart digital marketing. Sellers who succeed understand this and choose quality over quantity. They recognize that:
✅ The right strategy beats a scattergun approach.
✅ The right agent beats a crowd of underperformers.
✅ A smart, unified presentation of their property delivers stronger offers—and less stress.
If you’re serious about selling your home, it’s time to move past outdated habits. Multiple agency agreements might feel like they give you control, but in reality, they dilute your impact.
Choose one great agent. Back them. Hold them accountable.
And you’ll sell faster, for more, with fewer headaches.
Real Numbers
So where's the proof? Well, at Richardsons we can only see our own data, although it's likely to be similar acoss the board.
Looking at sales agreed since the begining of 2024*:
❌ Properties listed with more than one agent have taken on average over 46 weeks to sell ❌
✅ Properties listed just with Richardsons have taken on average just over 7 weeks to sell ✅
Final Thought
The property market has evolved. It’s time sellers did too.
Multiple agency agreements are a relic of a time when buyers relied solely on their local high street agent. Today, success comes from clarity, professionalism, and partnership. If you're considering putting your property on the market, ask yourself:
Do I want five agents doing a half-hearted job? Or one agent fully committed to my success?
The answer should be clear.
* sales data includes all properties listed by Richardsons AND sold by Richardsons between 01/01/24 and 15/04/25