Selling for 1%
A 1% estate agent charges 1% of your final sale price, plus VAT, to sell your home — on a £400,000 sale that is £4,000 + VAT (£4,800 in total), paid only when the sale completes. At 100 Key Properties, 1% + VAT is our sole-agency fee, with a 12-week term, no sale no fee, and one named local agent from your free valuation to the day the keys change hands.
It is simpler than most fee structures make it look. When we sell your home, our commission is 1% of the price it actually sells for — not the asking price, not a guess — plus VAT. You pay it once, on completion, out of the sale proceeds. Until then, you pay nothing at all.
And the fee we agree is the fee you pay. There is nothing buried in the small print — no extras for photography, no charge for the floor plan, no surprise on the invoice.
Percentages are abstract; pounds are not. Here is how a £400,000 sale typically compares across the three ways most people sell:
| 100 Key Properties (sole agency) | Typical high-street agent | Online fixed-fee agent | |
|---|---|---|---|
| Fee basis | 1% + VAT | Commonly reported around 1.2%–1.8% + VAT | Often £1,000–£2,000 fixed |
| Fee on £400,000 | £4,000 + VAT | £4,800–£7,200 + VAT | £1,000–£2,000 (typical reported range) |
| Total including VAT (20%) | £4,800 | £5,760–£8,640 | Often quoted as an all-in package — check whether VAT is included |
| When you pay | On completion only | Usually on completion | Usually upfront, or deferred at extra cost |
| If the sale falls through | You pay nothing | Usually nothing — check the terms | Usually still payable |
On those typical ranges, 1% + VAT works out roughly £960 to £3,840 less than a typical high-street fee on the same £400,000 sale. And unlike a fixed upfront fee, if the sale never happens, you have not spent a penny.
High-street and online figures are typical reported market ranges, not quotes — fees vary widely, so always compare quotes for your own home. VAT calculated at the current 20% rate; rates can change.
Fair question — and the honest answer is that the percentage tells you nothing on its own. Some low-cost models really do strip the service back to a listing and a for-sale board. So do not ask what an agent charges; ask what is included. Here is what sits inside our 1%:
How can that cost 1%? Because we are a growing network of local agents across London and beyond — not a chain of expensive branches with a head office to feed. Low overheads, not low effort. It is how we have sold 400+ homes since 2020 and hold a 4.2/5 Google rating from 80+ reviews. The full service is also available in English and Lithuanian, with the Lithuanian-language service led personally by founder Andrea Zuk.
No mystery, no lock-ins — five steps, one person looking after all of them:
It starts with the free part: we will tell you where you stand and what your home is really worth — free, no obligation, and many people use it simply to plan. Then, if you decide to sell, we do it for 1% + VAT.
The difference
If your home does not sell, you pay nothing. No upfront marketing charges, no withdrawal bill, no risk.
The same person handles your valuation, viewings, negotiation and sales progression — never a call centre.
Professional photography, floor plan, and Rightmove, Zoopla and OnTheMarket from day one.
1% + VAT sole agency, published upfront. A 12-week term, then one month's notice — nothing hidden.
An honest figure built on local evidence, with no pressure and no obligation to go ahead.
The full service is available in both languages — the Lithuanian-language service led personally by founder Andrea Zuk.
Every fee published before you commit — nothing buried in the small print.
Sole Agency 1% + VAT or Multiple Agency 1.5% + VAT. 12-week term, no sale, no fee.
How we sell →Management 12% + VAT or tenant-find 10% + VAT. Every landlord fee published.
Services & fees →From 80+ Google reviews and rising — read what local sellers and landlords say.
Read reviews →Straight answers
Start with a free valuation — no cost, no obligation, just an honest figure and your exact fee in pounds. Then, if you decide to sell, we do it for 1% + VAT. Call 0203 583 1311 or book online — we answer our phones 24/7.
