Online Estate Agent Fees in the UK: What You'll Actually Pay in 2026
"Online estate agent" covers a wide spread of pricing models — and the advertised number is rarely the total you pay. Here's what UK sellers should actually budget for in 2026.
The three pricing models you'll see
- Upfront flat fee. One lump sum payable before listing (e.g. Purplebricks paid packages, Yopa fixed-fee tiers).
- Pay-on-completion. Same lump sum, but deferred until the property sells (typically 10 months max).
- Subscription / flat monthly fee. A rolling monthly charge while you're listed (e.g. OffAgent at £99/month).
Typical 2026 prices
- Strike: free basic listing + paid add-ons
- Purplebricks: roughly £1,349–£2,999 upfront depending on package
- Yopa: roughly £999–£2,499 upfront depending on region
- 99home: roughly £99–£599 upfront depending on package
- OffAgent: £99/month flat, cancel any time
The add-ons that quietly inflate the bill
- Premium / featured listings on Rightmove (£100–£300)
- Accompanied viewings (£300+)
- Professional photography (£150–£400)
- For-sale board (£50–£100)
- Hosted open-house slots (variable)
Most online agents quote the base fee in marketing and reveal the add-ons later. Always check the full breakdown before paying.
How the real cost compares
On a £350,000 sale:
- High-street agent at the UK average of 1.42% inc. VAT (Rightmove, 2025): £4,970
- Online agent paid package + 2 add-ons: typically £1,500–£3,000
- OffAgent at £99/month for 6 months: £594
The hidden cost of "pay-on-completion"
It sounds risk-free, but most pay-later deals are still owed in full if your property doesn't sell within the agreed window (typically 10 months). Some agents partner with credit providers and add interest if you don't pay in time. Read the contract carefully.
Why subscription pricing wins for most sellers
- No four-figure cheque before the property has even gone live.
- You can pause or cancel if circumstances change.
- Total cost stays proportional to how long the sale actually takes.
- No commission on completion — every pound of agreed price is yours.
For a side-by-side, see our online estate agents comparison and our breakdown of how much estate agents charge. If Rightmove exposure is your priority, read how to list on Rightmove without an agent.
Bottom line
The cheapest online estate agent fee in 2026 isn't a one-off £999 cheque — it's a £99/month subscription you can cancel the day your property completes. See OffAgent pricing.