An estate agent's proposed asking price is a starting point for a marketing discussion. It should be supported by an explanation of the property and the local evidence, rather than treated as a guaranteed sale price.
Ask what the comparison is based on
Request examples of relevant nearby properties and ask why they are comparable. Consider differences in size, condition, layout and location. Distinguish an advertised asking price from a completed sale; they answer different questions.
If an example is old or materially different, ask how the agent has allowed for that. Keep the explanation with the proposal so you can compare it with another agent's advice.
Discuss the marketing plan
Ask what the suggested price is intended to achieve and how the agent would review interest. Agree what feedback will be provided after viewings and when the strategy will be reconsidered.
Do not choose solely on the highest figure. Compare the evidence and proposed service, while recognising that no agent can promise a buyer or a completion date.
Separate different valuation purposes
A marketing appraisal, a lender's valuation and a formal valuation for a specific professional purpose are not interchangeable. Explain why you need the figure and use an appropriately qualified professional where the purpose requires one.
A condition survey also addresses different questions. An optimistic price proposal should not be taken as evidence that the building has no defects.
Keep your decision grounded
Review the likely selling costs and your own timetable alongside the price advice. Ask for important assumptions in writing and update the comparison if circumstances change. The final outcome will depend on negotiation and the transaction, not only the figure used when the listing first appears.
Editorial review: 14 October 2026. This original Property Perpetuity guide replaces the imported text; the original archive publication date is retained.