Choosing an estate agent should be simple. Invite a few people round, compare their fees and pick the one who values your home highest.

Unfortunately, that approach can also leave you with an overpriced property, three months of silence and a growing suspicion that the "perfect buyer" mentioned during the valuation may never have existed.

Independent, national and online estate agents can all sell homes successfully. The real difference is often found in who makes the decisions, how your property is marketed and what happens once the initial excitement of launching it online has passed.

Here is what we believe Folkestone sellers should compare before signing an agreement.

An independent estate agent is run locally rather than controlled by a national chain or remote head office.

That does not necessarily mean a tiny office or limited marketing. A modern independent agent can still use professional photography, video, social media and the major property portals. The difference is that pricing, marketing and negotiation decisions can be made by the people who actually know the home and speak to local buyers.

Independence is only valuable when it leads to better service. Look for direct communication, local accountability and evidence that the agent understands Folkestone beyond simply adding the town's name to a webpage.

A national or regional agency works under a larger brand, often with several branches, shared systems and centralised processes.

That can bring brand recognition and access to buyers registered across a wider branch network. Some sellers also like the reassurance of choosing a familiar name.

However, the name above the door will not conduct your viewings or chase your solicitor. Your experience will depend on the people handling the Folkestone branch and how involved they remain once your property is listed.

Ask who will value the home, answer buyer enquiries, negotiate offers and progress the sale. They may be four different people - or one person who remains accountable throughout.

Online agents generally operate without a traditional local office and often charge a fixed fee, sometimes payable before the property sells.

This may work for sellers who are comfortable conducting viewings, managing enquiries and taking a more active role in the process.

The headline price does not always tell the full story. Check whether photography, floorplans, viewings, negotiation and sales progression are included. More importantly, establish whether the fee remains payable if the property does not sell.

Putting a property on a portal is relatively easy. Securing the right offer and keeping a chain together is where the work tends to begin.

Folkestone is not one uniform property market.

A period apartment near The Leas appeals to a different buyer from a family home in Cheriton, a modern property in Hawkinge or a house within walking distance of Folkestone West. Parking, lease terms, sea views, gardens and station access can all affect demand.

Current figures show why sellers need a realistic, property-specific valuation. The average house price in Folkestone and Hythe was approximately £311,000 in May 2026, while home movers paid an average of around £383,000. One headline average cannot explain what an individual home is likely to achieve.

Folkestone also remains attractive to commuters, with Southeastern listing a typical journey from Folkestone Central to London St Pancras of around 54 minutes. That can support demand near the stations, but it does not mean every nearby home should be priced in the same way.

A good agent should explain how your exact road, condition and property type affect the likely selling price not simply quote the town average.

Only when they can explain how they reached it.

An ambitious asking price can work when there is evidence and a clear strategy behind it. An inflated figure used simply to win your instruction can leave the property sitting online while correctly priced homes attract the serious buyers.

Once a listing has been available for several weeks, buyers begin asking why it has not sold. Several price reductions can then make the property look tired before the right audience has properly considered it.

Ask to see comparable sold properties, not only homes that are currently advertised. Asking prices show what sellers hope to achieve; completed sales show what buyers were prepared to pay.

Not always - but a higher fee does not automatically mean a better service either.

Compare what is included and who will be responsible for delivering it:

• Professional photography and floorplans
• Property descriptions and portal advertising
• Accompanied viewings
• Viewing feedback
• Offer negotiation
• Regular seller updates
• Sales progression after an offer is accepted
• Availability outside standard office hours

A slightly lower fee is not much of a saving if poor presentation or weak negotiation reduces the final selling price. Equally, sellers should never pay more without understanding what additional value they are receiving.

This is where agency comparisons often fall short.

Finding a buyer is only one part of the sale. Surveys, mortgage applications, searches, enquiries and other properties in the chain can all create delays.

Ask whether the agent has a clear sales-progression process and who will contact the buyer, solicitors and other agents. A good agent should keep communication moving and identify problems before they become reasons for the sale to collapse.

At Your Key Move, we remain involved from valuation through to completion. You are not handed over to somebody who has never seen the property once an offer is agreed.

Before signing a contract, ask:

• Who will be my main point of contact?
• How was the valuation calculated?
• Who will conduct the viewings?
• Where will the property be advertised?
• What happens if interest is lower than expected?
• Who will negotiate offers?
• How will the sale be progressed after an offer?
• How long is the agency agreement?
• Are there withdrawal fees or additional charges?

A reliable agent should answer these clearly. You should not need a legal dictionary and a quiet weekend to work out what you are agreeing to.

There is no model that automatically wins.

A national agency may suit someone who values a recognised brand and wider branch network. An online service may suit a confident seller who wants to take on more of the work.

An independent estate agent can be the strongest choice when you want local decisions, direct communication and a team that remains accountable throughout the move.

The label matters less than the evidence. Choose the agent who understands your part of Folkestone, supports their valuation with real information, presents your home properly and has a plan for getting the sale through to completion.