An inflated asking price doesn't help you — it helps the agent win your instruction. When the viewings dry up and the price reductions start, you've lost months and gained nothing. Howsold takes the guesswork out entirely. Multiple buyers bid competitively and the market sets the price. No commission. No inflated promises. Just an honest result.
Indicative estimate only · No obligation · No commitment
Our AI-powered tool analyses live sold prices and local market data to give you an indicative estimate.
Indicative estimate only. Based on comparable sold prices and AI analysis — AI can make mistakes. Not a formal valuation or professional appraisal.
Estate agents earn their commission only when a sale completes. But to earn that commission, they first need to win your instruction. One of the most common ways to do this is to quote a higher valuation than the competition. It makes you feel good about your property's worth, and it makes you more likely to sign with that agent. The problem comes later.
An overvalued property sits on the market. Serious buyers compare asking prices to recent sold data and move on to properties that are priced realistically. Weeks turn into months. The agent suggests a price reduction. Then another. By the time the property is priced where it should have been from the start, it's been on Rightmove and Zoopla for so long that buyers assume something is wrong with it. This is sometimes referred to as a property becoming "stale" on the portals.
The result: you often end up selling for less than you would have if it had been priced correctly from day one — plus you've lost months of time, paid ongoing costs, and suffered the stress of a sale that isn't working.
This pattern is well documented in the industry. It's not unique to any one agent — it's a structural incentive built into the commission model.
Howsold removes the guesswork entirely. Instead of one agent's opinion, multiple buyers bid competitively for your property. The price that emerges reflects what the market will actually pay — not what someone told you to win your business.
Property Redress Scheme member. Individual results vary.
Find Out What It's Really Worth →¹ ~26% of UK private treaty sales fell through in 2025 (Quick Move Now). Auction reservation terms require buyers to commit financially before proceeding. † Based on Howsold sales to date. Past performance is not a guarantee of future results.
No inflated valuations. No commission incentive to overpromise. A model where the market sets the price and you keep every penny of it.
Multiple buyers bid against each other for your property. The price that emerges is what the market is genuinely willing to pay. No inflation, no deflation — just transparent, competitive pricing. Individual results will vary.
Howsold charges you nothing. Because we don't earn commission on the sale price, we have no reason to tell you your property is worth more than it is. The buyer pays the reservation fee. You keep every pound of the sale price.
No more months of waiting for offers that never come. Your auction date is set when you list. Buyers know the deadline. Over 70% of our properties attract interest before auction day — because urgency drives action.
The winning buyer pays a non-refundable reservation fee (typically 4.5% inc VAT, minimum £6,600). They can't just walk away. This is designed to reduce the 26% fall-through rate that plagues private treaty sales.
We don't list and wait. The moment you instruct us, we contact pre-qualified cash buyers and investors from our network. Your property gets active attention from day one — not passive portal listings that generate clicks but not offers.
If we think your property is worth less than your current asking price, we'll say so. You deserve honesty, not flattery. Our indicative estimate is based on comparable sold prices and market data — not on winning your instruction.
Use our free estimate tool or call us on 0151 203 8283. We'll give you an indicative valuation based on comparable sold prices — not an inflated number designed to win your business. We'll explain how the auction process works and what to expect. No obligation.
Your property is listed fresh — not as a stale, reduced listing. The fixed auction date creates buyer urgency. We contact our pre-qualified buyer network the same day. Over 70% of our properties attract interest before auction day.
Multiple buyers compete. The price is determined by what the market will actually pay — not by one agent's estimate. The winning buyer pays a reservation fee and is committed from day one. We target exchange and completion within 56 days. Zero Howsold fees.
Illustrative figures based on stated assumptions. Not financial advice. Individual results will vary.
| Overvalued Traditional Agent | Correctly Priced Agent | HOWSOLD | |
|---|---|---|---|
| Initial asking price | £280,000 (inflated) | £250,000 (realistic) | Market sets the price |
| Time on market | 6–9 months (with reductions) | 3–6 months average | Target 56 days total |
| Likely sale price | ~£240,000 (after reductions) | ~£250,000 | Competitive bidding result |
| Seller fees | £3,600–£5,760 (1.5–2% + VAT) | £3,750–£6,000 | £0 |
| Buyer committed? | No — can walk any time | No — can walk any time | Yes — reservation fee paid |
| Fall-through risk | ~26% nationally | ~26% nationally | Reduced by reservation fee |
| Illustrative net proceeds¹ | ~£235,000 after fees + months lost | ~£245,000 after fees | Market price + £0 fees |
Sellers remain responsible for their own legal/conveyancing costs (typically £1,000–£2,500). Howsold fees are £0. Individual results vary. Not financial advice.
¹ Illustrative only. Overvalued scenario assumes initial listing at £280,000 eventually selling at ~£240,000 after price reductions. Agent fee at 1.5% + VAT. Individual outcomes will vary. This is not financial advice.
The fundamental problem with traditional estate agency is that the asking price is a guess. Even well-intentioned agents are estimating what a buyer might pay based on their local experience and comparable sales. With the Modern Method of Auction, there is no asking price in the traditional sense. Instead, buyers bid competitively and the market determines the final price.
This means the overvaluation problem simply doesn't exist in our model. The price isn't set by an agent who may have an incentive to inflate it. It's set by buyers who are putting real money behind their offers. The result is a transparent, honest price that reflects what the market will genuinely pay.
No asking price to inflate The auction model bypasses the valuation guessing game entirely. You set a reserve (the minimum you'd accept) and the market takes it from there. Competition between buyers drives the price — not one agent's opinion.
Fresh listing, fresh attention If your property has been stale on portals for months, relisting through Howsold gives it a completely fresh start. A new listing with an auction deadline generates genuine urgency that a months-old Rightmove listing cannot.
Zero commission removes the incentive to overpromise Howsold has no financial reason to tell you your property is worth more than it is. We earn nothing from the sale price. The buyer pays the reservation fee. This aligns our interests with giving you an honest assessment.
Reservation fee commits the buyer The buyer pays 4.5% inc VAT (minimum £6,600) upfront. This stops time-wasters and reduces the fall-through risk that compounds the damage of an already-overvalued listing.
Overvaluing can occur when an agent quotes a higher-than-realistic price to win your instruction — knowing the price will likely need to be reduced later. Because agents earn commission only when a sale completes, winning the listing is the first priority. This can leave sellers with months of wasted time and a property that becomes stale on the market.
Common signs include: the property has been on the market for several months with little interest or no offers; any offers received are significantly below the asking price; or the agent has suggested one or more price reductions since listing. Comparing your asking price to recent sold prices for similar properties nearby can also give you a clearer picture — though property valuation is not an exact science and individual properties vary.
With a traditional agent, the asking price is an estimate — and one that may be influenced by the agent's desire to win your instruction. With Howsold, the market sets the price through competitive bidding. Multiple buyers bid against each other, so the final price reflects what buyers are genuinely willing to pay. You also pay zero Howsold seller fees, and the buyer is committed from day one via a reservation fee.
It may be — and that's actually useful information. If your property was overvalued, the gap between the inflated asking price and what buyers will actually pay already exists. Competitive bidding reveals the genuine market price — not an agent's optimistic estimate. Combined with zero seller fees, your net proceeds through Howsold may be comparable to or better than achieving the reduced price a traditional agent would eventually recommend — though individual results vary.
Most estate agency contracts have a notice period, typically 4–12 weeks. Check the terms of your agreement. In some cases you may be able to end the contract early by giving written notice. We recommend reviewing your contract carefully and seeking independent advice if you're unsure. Howsold does not provide legal advice on agency contracts.
Zero Howsold fees. No listing fee, no commission, no hidden costs. The buyer pays the reservation fee. Sellers remain responsible for their own legal and conveyancing costs, typically £1,000–£2,500. Everything is confirmed in writing before you sign anything.
If bidding doesn't reach your reserve price and no pre-auction offer suits you, the property doesn't sell and you pay Howsold nothing. We can re-run in the following month's auction with any strategic adjustments discussed beforehand.
Yes. We are members of the Property Redress Scheme. Finance introductions via Melius (FCA-authorised) — a referral fee will apply if a referral is made, and will be disclosed to you. Howsold is a trading name of Latomus Capital Limited (Company No. 15497250), registered in England & Wales.
Not what an agent told you. Not an inflated number. An honest, indicative estimate based on comparable sold prices. No obligation.
Our AI-powered tool analyses live sold prices and local market data to give you an indicative estimate.
Indicative estimate only. Based on comparable sold prices and AI analysis — AI can make mistakes. Not a formal valuation or professional appraisal.