Guide to Selling Your Property in London
A step-by-step guide to selling a house or flat — from getting a valuation to handing over the keys on completion day.
Get a Valuation
The first step is understanding what your property is worth. An estate agent will visit, assess the property, and provide a valuation based on comparable sales in your area.
A good agent bases this on evidence — recently sold properties of similar size, type, and condition nearby. Whether you’re selling a house in Stanmore, a flat in Harrow, or a family home in Edgware, the approach should be the same: honest, evidence-based pricing.
Be cautious of agents who quote a high figure to win your business, then ask you to reduce the price a few weeks later.
Choose the Right Estate Agent
You’ll typically invite two or three agents to value your property. When choosing, consider their local knowledge and track record in your area, the quality of their photography and marketing, how they communicate (do they return calls?), their fee structure and contract terms, and whether they offer sales progression through to completion.
Ask whether they accompany viewings or send buyers alone, and check their reviews. An agent with strong sales progression will make a significant difference to whether your sale completes on time.
Prepare Your Property
Before your property goes on the market, there are steps you can take to maximise its appeal. Declutter rooms so buyers can picture themselves living there. Fix minor maintenance issues — dripping taps, cracked tiles, scuffed paintwork. Ensure the property is clean and well-lit for photography and viewings.
If the garden is part of the selling point, tidy it up. Your agent should advise you on what’s worth doing — and what isn’t.
Professional Photography and Listing
Your agent will arrange professional photography, floor plans, and in many cases a virtual tour. These are essential — buyers form their first impression online.
Your property is then listed across all major portals — Rightmove, Zoopla, OnTheMarket, and PrimeLocation — as well as the agent’s own website and social media channels. At Oyster Properties, we use featured property and premium listing placements to give your property maximum visibility ahead of the competition.
Viewings
Viewings can be accompanied (conducted by the agent) or unaccompanied (the agent gives the buyer access and you show them around). Accompanied viewings are generally more effective — the agent can answer questions, highlight features, and gauge buyer interest.
Receiving and Negotiating Offers
When an offer comes in, your agent presents it to you along with the buyer’s position — whether they’re a cash buyer, have a mortgage approved, are chain-free, and their intended timescale.
You can accept, reject, or counter-offer. Your agent should advise you on the strength of each offer, not just the headline figure.
Securing the Buyer
This is where most sales are at risk. Around one in three transactions falls through after an offer is accepted — costing sellers weeks of lost time and, in some cases, a collapsed onward purchase.
The Oyster Properties Deposit Agreement
Where possible, Oyster Properties asks buyers to back their offer with a deposit. The buyer pays £2,000?£5,000, and the property comes off the market. No more viewings, no more competing offers. The buyer has exclusive commitment for up to 90 days.
If the buyer pulls out without a valid reason, you receive 50% of their deposit as compensation. If the sale completes, the deposit is returned to the buyer at exchange.
The buyer is protected if the survey reveals defects costing more than 1.5% of the purchase price, if the mortgage is refused due to property-specific issues, or if there are title issues that cannot be resolved.
Deposits are held in Oyster Properties’ client account under our Client Money Protection scheme. Learn more about how we sell properties.
Instruct a Solicitor
Once an offer is accepted, both sides instruct solicitors (or conveyancers). The seller’s solicitor prepares the contract pack, which includes the title deeds, property information forms, fixtures and fittings form, and any relevant certificates or planning documents.
If you don’t already have a solicitor, your agent can recommend local firms — but the choice is yours.
The Conveyancing Process
This is typically the longest part of a sale. The buyer’s solicitor carries out searches (local authority, environmental, drainage) and raises enquiries — questions about the property based on the contract pack.
Your solicitor responds to these enquiries. There may be several rounds of questions. During this period, your agent should be actively chasing progress and keeping you informed.
Exchange of Contracts
Exchange is the point at which the sale becomes legally binding. Both solicitors confirm the terms, the buyer pays the contractual deposit (usually 10% of the purchase price), and a completion date is agreed.
After exchange, neither party can withdraw without significant financial penalties.
Completion
On completion day, the buyer’s solicitor transfers the remaining funds to your solicitor. Once the money clears, the keys are released — usually through the estate agent.
Your solicitor pays off any outstanding mortgage, deducts their fees, and transfers the balance to you.
After Completion
Your solicitor handles the transfer of ownership at the Land Registry. If you’re buying another property, completion on your sale and purchase are usually arranged for the same day.
If you’re also a landlord, you may want to explore how Oyster PLUS™ protects your rental income on managed properties.