Acting for the seller: marketing the property

3 Acting for the seller: marketing the property

This chapter provides guidance on advising the seller on the marketing of the property. It follows the sequence of events from undertaking a market assessment, to agreeing a price or rent with a buyer. Following this guidance will help you to meet the following principles in the Real Estate Agency Code:


To conduct business in an honest, fair, transparent and professional manner.


To carry out work with due skill, care and diligence, and ensure that staff employed have the necessary skills to carry out their tasks.


To ensure that all communications are fair, clear, timely and transparent in all dealings with clients.


To ensure that all advertising and marketing material is honest, decent and truthful.


Where provided as part of the service, to give a realistic assessment of the likely selling, buying or rental price or associated cost of occupancy, to the client based on market evidence and using best professional judgment.


To ensure that any property viewings are carried out in accordance with the client's wishes, and have due regard for security and the personal safety of all parties.

This chapter also provides specific guidance for residential agents operating in the UK that will help towards meeting the relevant requirements of the legislation summarised in Chapter 12. You can read more about these Acts and Regulations in the specific sections listed in the table below.