Estate AgentsSellingAdvice

Follow Your Agent or Your Brand? How to Decide When Agencies Convert or Merge

hhomebuying

2026-02-14

10 min read

Agent office converting? Use this 2026 guide to decide whether to stay with your agent or follow the new brand—questions, contract checks and when to rematch.

Follow Your Agent or Your Brand? How to Decide When an Office Converts

Hook: You’ve put time, money and trust into selling or buying a home—now your agent’s office announces that it’s converting to a new franchise or merging with a rival. Do you stick with the individual you trust, or move with the brand for perceived reach and resources?

Conversions, franchisor switches and mergers accelerated through late 2024–2025 and carried into 2026 across the property world. Big-name moves — from large broker groups scaling through conversions to leadership reshuffles at established franchisors — mean sellers and buyers now face a practical decision that affects marketing, legal obligations and the speed of sale. This guide gives you the exact questions to ask, the clauses to check, what to expect operationally, and when it’s time to rematch (change agent).

Why this matters now (2026 trends you should know)

Consolidation and brand switching remain high: Late 2025 saw large conversions and cross-brand moves among broker networks as firms sought scale and improved tech stacks. Expect more local offices to rebrand or affiliate with national/global franchisors in 2026.
Proptech integration: Franchisors increasingly bundle advanced marketing tools, CRM upgrades and AI-driven valuation feeds — read up on how AI summarization is changing agent workflows and what that means for your file.
Marketing spend shifts: A move to a global brand usually promises wider reach but doesn’t guarantee local market expertise. Sellers must verify the brand invests locally (campaign budgets, local portals, paid social, professional photography).
Data protection and client transfer scrutiny: UK GDPR (Data Protection Act 2018) remains central — client consent is required to transfer personal data to a new entity or franchisor. See practical migration notes and backup practices for client assets (migrating photo backups).

Top-line decision framework: Follow the agent or the brand?

Start with this simple decision tree:

Is your agent the same contact who will keep leading your file post-conversion? If yes, favour continuity — but verify how services will change.
If the agent is leaving or their role changes, review your contract: do you have a sole agency or sole selling rights clause that ties you to this office?
Assess the new franchisor’s local marketing plan and tech tools — are they demonstrably better for your sale timeline and price?
If service drops or fees increase without consent, evaluate termination options and rematch to another agent.

Key questions to ask immediately (sellers and buyers)

When an office tells you it is converting or joining a new franchisor, call your agent and franchisor rep and ask these:

Who will handle my file day-to-day? Get a named contact and back-up contact.
Will my listing and data transfer to the new brand? Ask for written consent forms and confirmation of compliance with UK GDPR — and consider a technical migration checklist for CRM data and photos (integration blueprints for CRM hygiene).
Will the marketing plan change? Ask for a written, dated marketing schedule with channels, ad spend, and campaign dates.
Are commission rates or fee structures changing? Any changes affecting your agreement should be in writing.
What happens to my existing exclusivity or fixed-term contract? Some agreements include clauses that automatically transfer; others permit termination.
Will the new brand maintain local office resources? Confirm local photographer, floorplan supplier, and sales progression support — and plan for file backups (property photos and EPCs) in case of temporary delisting (photo backup migration).
What service-level guarantees exist? Ask for measurable KPIs: number of viewings per month, feedback updates, lead response times.

What to inspect in your contract

Before you make any decision, read the agent agreement with a focus on these clauses:

Assignment clause: Does the contract permit the agent to assign their rights to a third party (the franchisor)? If so, under what conditions?
Exclusivity type: Understand if you’re on a sole agency, sole selling rights or multi-agency. Each has different termination and notification rules.
Fixed term and notice period: Can you terminate early? Are there penalties? UK agency agreements vary widely.
Data transfer consent: Has the agent already obtained consent to pass your details on? If not, demand it in writing.
Service obligations and KPIs: Look for any performance commitments and if there are remedies for poor service.
Commission triggers: Confirm what actions trigger commission (exchange vs completion) and whether the change of franchisor affects the trigger.

Practical steps if you choose to stay

If you decide to remain with your agent through the conversion, protect your sale by doing the following:

Get a revised service plan in writing. Request a dated addendum to your agreement that outlines post-conversion marketing, contacts and KPIs.
Insist on a data-protection confirmation. The office should provide a written confirmation that your data will be handled according to UK GDPR and your consent form where needed.
Request continuity guarantees. Ask for guarantees about photography, viewings and offers during the transition — or a short monetary credit if marketing pauses.
Monitor performance closely. Set weekly check-ins for the first 6–8 weeks after the conversion and record missed commitments.
Negotiate service credits or a reduced fee. If marketing downtimes occur, negotiate a fee reduction or an extra marketing period at no charge.

When to rematch (change agent)

Consider rematching if any of the following apply:

The named agent leaves the office and the proposed replacement lacks local experience or chemistry with you.
Commission or fee increases are imposed unilaterally and you can’t secure a written agreement sticking to original terms.
There is a prolonged marketing blackout, missed deadlines, or fewer viewings and poor communication post-conversion.
Data transfer is attempted without your consent or without an acceptable privacy notice.
The new franchisor refuses to honour prior commitments (photography, premium listings, paid ad campaigns).

How to rematch legally and efficiently:

Check your notice period and any break clauses in the contract.
Raise a formal complaint in writing to the current office and ask for your file to be handed over to a new agent if you intend to terminate.
If the office refuses or obstructs, escalate to the franchisor’s regional office or head office — franchisors often want to protect brand reputation and may intervene.
Use The Property Ombudsman or the National Trading Standards Estate and Letting Agency Team if you suspect unfair practice (keep records of communication).
If necessary, arrange a solicitor review — especially if the contract contains penalty clauses or ambiguous assignment language (see a legal tech and audit primer: how to audit legal tech & when to call a solicitor).

What sellers should expect operationally during a conversion

Typical stages and timeline (approximate):

Pre-announcement (1–2 weeks): Internal planning, system switching and staff training.
Public announcement (day 0): Brand change communicated to clients and the public. Expect a short period of admin delays.
Data migration (1–4 weeks): Client records moved to a new CRM — expect verification calls or consent forms. For teams doing technical migrations, see notes on edge migrations & low-latency regions and CRM data hygiene (integration blueprints).
Marketing transition (2–6 weeks): New portal feeds, rebranded property pages and fresh ad creatives. Some listings may be temporarily unpublished then relisted.
Stabilisation (6–12 weeks): New reporting and KPIs kick in; evaluate against promised service levels.

Red flags during the transition

Listings disappear from major portals and are not relisted within 7–10 days.
Photography, floorplans or EPCs are removed and not replaced — protect your assets and keep backups (see photo backup migration guidance).
Repeated missed viewings, stalled offers or silence from your nominated contact.
Requests for additional fees to “re-activate” your listing under the new brand.

Negotiation tactics and concessions to ask for

When negotiating post-conversion, aim for measurable concessions that protect your sale or purchase:

Marketing guarantee: A commitment to a minimum number of promoted listings or ad spend over the next 60 days.
Fee freeze: Keep your original commission and uplift only by mutual agreement.
Service credit: If there’s a marketing gap, demand a compensatory credit (e.g., paid social campaign or reduced fee on completion).
Named agent guarantee: A clause stating the agent named at conversion will remain your lead or that any change must be approved by you.
Break clause trigger: Insert or enforce a short-term break clause if KPIs aren’t met within a given window.

Sample script: Agent interview after a conversion notice

Use this script when you call or meet your agent and the franchisor rep:

"I understand the office will convert to [Brand X] on [date]. I need confirmation in writing of who will manage my file, whether my listing will move to the new CRM and portals, and that my contract terms (fee, exclusivity, commission triggers) will remain the same unless we both agree otherwise. Please also confirm the post-conversion marketing plan and provide a named contact at the franchisor who will accept escalation."

Follow-up checklist (copy and use)

Written confirmation of file handler and backup contact
Signed consent for data transfer or a clear GDPR-compliant notice
Revised marketing plan with dates and channels
Written confirmation of unchanged commission or negotiated concession
Timeline for re-listing on major portals
Escalation contact at the franchisor

Case studies & quick examples (experience matters)

Real-world conversions offer two typical outcomes:

Positive outcome: A mid-sized local office joins a national franchisor and gains access to better ad platforms and global buyer networks. Marketing improves, viewings rise and the property sells for a higher net price. The seller’s agent stays as lead and the transition is seamless because the office had a documented migration plan.
Negative outcome: An office converts, the lead agent departs, listings are temporarily delisted from key portals, and the seller sees fewer viewings. The franchisor’s standardised marketing ignores local pricing dynamics, prolonging the sale. The seller rematches after invoking a break clause.

Examples from late 2025–early 2026 reflect these patterns: large-scale conversions brought technology and global listings to some local teams, while others experienced temporary service gaps that needed formal escalation.

Final checklist before you decide

Have you confirmed who will manage your file post-conversion?
Have you received GDPR-compliant consent or notification for data transfer?
Do you have a written, dated marketing plan and KPIs?
Are your commission and exclusivity terms unchanged or renegotiated in writing?
Do you have an escalation contact at the franchisor and a timeline for re-listing?

Actionable takeaways

Don’t assume continuity – confirm it in writing. Oral assurances aren’t enough when brands and CRMs change.
Insist on GDPR-compliant data transfer and named contacts. Your personal data rights protect you during a conversion.
Negotiate measurable guarantees or credits. Convert promises into KPIs and consequences.
Monitor the first 8–12 weeks closely. That’s when most service issues appear and should be escalated.
If service fails, rematch strategically. Use contractual breaks, franchisor escalation, The Property Ombudsman or legal advice as needed.

When in doubt, get professional help

If your contract is complex, or the franchisor refuses reasonable requests, consult a solicitor experienced in property-agency agreements. For complaints about practice or misrepresentation, contact The Property Ombudsman and keep records of all communications. For data issues, you can raise concerns with the Information Commissioner's Office (ICO). If you're facing complex migrations or technical obstacles, see guidance on email and data migration and practical tools for CRM & edge migrations (edge migrations).

Closing: a clear way forward in 2026

Brand conversions and franchisor mergers in 2026 often bring improved tech and broader reach — but they’re not guaranteed to improve your individual sale or purchase. Your best protection is clarity: documented commitments on who manages your sale, how your data is handled, and what marketing you will receive. Use the checklists and scripts in this guide. If the service you negotiated disappears after a conversion, don’t hesitate to escalate, renegotiate or rematch.

Call to action: Need help reviewing a post-conversion contract or preparing your rematch? Contact our valuation and agent-advice team for a free 15‑minute checklist review and downloadable “Agent Conversion Checklist” tailored for UK sellers and buyers in 2026.

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