Top 10 Questions to Ask an Estate Agent After a Big Brokerage Merger

Has your agent just joined a bigger network? Ask these 10 questions first

Hook: If your estate agent has recently been acquired, merged or rebranded into a larger brokerage, you’re right to be cautious — vendors and buyers routinely see service change, local focus blur and reporting become centralised. This quick QA checklist helps you cut through the sales pitch and verify that service standards, local knowledge and marketing reach are actually improving — not being diluted.

Why this matters in 2026 (the short answer)

Industry consolidation accelerated through late 2024–2025 and continues into 2026. Large networks tout improved technology, global reach and bigger marketing budgets — but those benefits don’t always reach every seller or buyer. Recent high-profile conversions and leadership changes across major brands show the promise and the risk: better tech stacks and centralised campaigns, yet potential loss of local relationships and inconsistent reporting. Whether you’re selling or buying, you need a focused set of questions to protect value and expectations.

Quick overview: the Top 10 questions

• 1. Who exactly will manage my file day-to-day?
• 2. Has anything changed in the local team or point of contact?
• 3. What service standards and SLAs apply now?
• 4. How will local market knowledge be maintained?
• 5. What is the new marketing plan — channels and spend?
• 6. Have fees, contracts or commission terms changed?
• 7. What reporting will I receive and how often?
• 8. How are valuations and asking-price strategy determined?
• 9. What data protection and compliance steps are in place?
• 10. If service drops, what remedies or exit options exist?

How to use this article

Start with the list above. Read each question below, then use the suggested follow-up prompts and red flags during a 10–15 minute call or email exchange. This is a practical merger checklist you can use whether you’re a vendor midway through a sale, or a buyer working with a newly converted branch.

1. Who exactly will manage my file day-to-day?

Why ask: Large networks often centralise administrative tasks into hub teams. That can be efficient — but it can also mean you no longer have a single, accountable local person.

Ask for: The name, direct contact details and role (e.g., local sales negotiator, regional account manager, central conveyancing coordinator). Clarify who you call for viewings, offers, paperwork and complaints.

Good answer: A named local negotiator will handle viewings and offers; a UK-based support hub will manage paperwork; escalation path is clearly documented.

Red flags: Vague answers like “our team will handle it” with no specific contact, or constant hand-offs to a central switchboard.

2. Has anything changed in the local team or point of contact?

Why ask: Even if the brand is now bigger, your sale risks losing traction if the local network was stripped of experienced agents or restructured.

Follow-up prompts: Was the local office retained intact? Have senior negotiators been moved or replaced? Are the branch owners still involved?

Good answer: The merged network has kept or formally retained named local staff, and senior leadership remains available for strategy discussions.

3. What service standards and SLAs apply now?

Why ask: National brands often publish service standards (response times, updates, viewing arrangements). You need to know the Service Level Agreements (SLAs) that apply to your sale.

Ask for: Written SLAs, update frequency, response time guarantees and any compensation clauses or performance KPIs.

Good answer: A clear schedule: weekly progress reports, same-day responses to offers, 48-hour turnaround on enquiries and documented KPIs for your campaign.

Red flags: No written standard, or a refusal to put commitments in writing.

4. How will local market knowledge be maintained?

Why ask: One common merger concern is that national pricing algorithms or head-office templates replace nuanced local pricing and negotiation strategies.

Probe: How do you source comparable evidence? Who provides local comps and viewing feedback? Is there still a named valuer familiar with this postcode?

Good answer: Local market analysts and senior local negotiators still prepare valuations, supported by central tools (including AI valuations) — but local override is available and explained.

Actionable takeaway: Ask to see the comparable evidence (past 6–12 months, local micro‑area) and a written rationale for the asking price.

5. What is the new marketing plan — channels and spend?

Why ask: Bigger networks promise broader exposure, but that can mean standardised national templates rather than hyper-local campaigns. You need to know what exactly will be done, and how much will be spent.

Ask for: A line-item marketing plan (professional photos, floorplans, property website, premium portal listings, paid social ads, local email campaigns, Open House dates) and the expected budget allocation.

Good answer: A bespoke plan showing national reach plus targeted local tactics: local social ads, area-specific email lists, and a defined paid‑social budget with KPIs.

Red flags: “We’ll do what we normally do” with no spend figures, no paid campaigns and no local targeting.

6. Have fees, contracts or commission terms changed?

Why ask: After a merger, legacy pricing models can be harmonised. You could be moved onto a different fee schedule or contract length without full disclosure.

Ask for: The current contract, any new terms applied because of the merger, notice periods, and whether fixed-fee promotions are still honoured.

Good answer: Transparent confirmation that your existing terms remain in force unless you explicitly agree to change; any new terms are provided in writing with a clear opt-in.

Actionable takeaway: Don’t sign a new contract or accept fee changes on a verbal assurance. Insist on written amendments and a cooling-off period.

7. What reporting will I receive and how often?

Why ask: Larger brokerages may offer dashboards — but frequency and depth vary. You should get meaningful, timely reports that demonstrate activity and outcomes.

Ask for: Example reports, cadence (weekly/fortnightly), metrics tracked (viewings booked, viewings attended, online impressions, click-throughs, leads, enquiries and offers), and access to any online dashboard.

Good answer: Weekly performance reports plus real-time dashboard access and a named contact to explain the numbers and actions taken.

Red flags: “We’ll update you when there’s something to report” or aggregated metrics with no local breakdown.

8. How are valuations and asking-price strategy determined?

Why ask: In 2026, many networks use hybrid pricing: AI/computer valuations + local agent judgement. You must understand which carries more weight for your property.

Ask for: The valuation report, data sources, and the escalation path if you disagree with the suggested asking price.

Good answer: A valuation report showing recent local sales, algorithm outputs and local adjustments — with an option to escalate to a senior valuer or external surveyor if needed.

Actionable takeaway: If you’re quoted a price that seems aggressively high or low, ask for the comparables and verify three local recent sales independently.

9. What data protection and compliance steps are in place?

Why ask: Bigger brokerages process more personal data across systems. GDPR fingerprinting, transfer of data between systems and new marketing consents are critical issues.

Ask for: A high-level summary of how your data will be handled, any new third-party processors, opt-out rights for marketing, and confirmation that existing consents remain valid.

Good answer: Clear data-processing statements, named third-party platforms (for example, central CRM, ad partners) and an easy way to withdraw consent.

Red flags: No clear privacy policy changes explained, or pressure to re-sign broad marketing consents.

10. If service drops, what remedies or exit options exist?

Why ask: Mergers can bring transitional glitches. You need a remedy path if SLAs are missed, or an exit clause if performance deteriorates.

Ask for: A written escalation procedure, performance-based remedies (e.g., fee reductions, additional free marketing), and how to terminate the contract if the branch cannot meet agreed standards.

Good answer: A transparent escalation policy and a contractual exit clause tied to defined performance failures.

Practical scripts and follow-ups (use these in email or on a call)

Here are short, copy-paste templates. Use them to get clear, written replies fast.

• Initial email (vendor): Hi [Name], following your recent conversion to [Network], please confirm in writing who will manage my sale day-to-day, provide the updated marketing plan and share the SLA that applies. Thanks, [Your name].
• Follow-up for reporting: Can you send a sample weekly report and confirm whether I’ll have dashboard access and how often you will update the asking price or marketing spend?
• Escalation email: I requested [X] and haven’t received it within the SLA. Please escalate to your regional manager and confirm next steps and timeline.

What to look for in the answers (quick red-flag checklist)

• No named contacts or repeated references to a faceless central team
• No written SLAs or refusal to commit to update cadences
• Marketing described only in generic terms with no budget or channel breakdown
• Pressure to sign new contracts without written changes explained
• Vague data-processing statements or pressure to accept broad marketing permissions

2026 trends that affect merged brokerages — what to expect

Understanding the wider context helps you interpret responses. Key trends in 2026:

• Hybrid tech + local expertise: Most large networks now combine AI valuations and centralised ad-buying with local negotiators. Expect AI inputs, but insist on local overrides.
• Standardised reporting platforms: Many firms introduced central dashboards in late 2025. Ask for dashboard access and learn which KPIs they prioritise.
• Targeted paid campaigns: Central budgets are being spent on national brand awareness, while local campaigns require explicit allocation. Get the line-by-line plan.
• Regulatory attention and consumer expectations: After consumer complaints in 2024–25, firms are under more scrutiny for transparency. Use that to request written commitments.
• Consolidation of back-office services: Conveyancing and admin are often centralised. Confirm how this affects turnaround times for offers to exchange.

Short case study (realistic scenario)

Situation: A vendor in a suburban London market was mid-campaign when their local agency joined a national franchise in late 2025. Initial traffic increased online, but viewings dropped and reports were infrequent.

Action taken: The vendor used this checklist to demand a local contact, detailed weekly reports and a revised, localised marketing plan targeting neighbouring postcodes and local Facebook groups. They also insisted that the asking price rationale be documented with local comps.

Outcome: Within three weeks the agency reinstated a dedicated negotiator, ran a targeted local ad push and produced weekly dashboards. The property received renewed local interest and an accepted offer at 97% of asking.

Checklist you can print or email

1. Get the name and number of your day-to-day contact
2. Request written SLAs and update cadence
3. Ask for the full marketing plan and spend breakdown
4. Demand sample weekly reports and dashboard access
5. Obtain the valuation report (comps + algorithm output)
6. Confirm whether fees or contract terms change post-merger
7. Get data-processing and third-party processor details
8. Document escalation and exit options
9. Verify any new commissions or referral arrangements
10. Set a 14-day review point to evaluate performance post-merger

Final practical tips for buyers and vendors

• Vendors: Don’t accept “brand benefit” claims without specifics. Ask where your marketing spend will be allocated locally.
• Buyers: If your buyer’s agent joins a larger network, confirm whether they will still prioritise your interests or cross-sell you to in-house mortgage or conveyancing partners.
• Both: Keep copies of all written commitments. If performance is poor, escalate in writing immediately and cite the SLA.

Actionable takeaways

• Use the 10 questions as your merger checklist and demand written answers.
• Insist on local comps and a named negotiator to preserve local market knowledge.
• Request specific, measurable marketing KPIs and a reporting cadence you can hold them to.
• Don’t sign or re-sign any contract changes without written clarification and a cooling-off period.

Closing — what to do now

If your agent has recently merged into a larger network, pick up the phone or send the short template above. Use the checklist to demand clarity on service standards, reporting and marketing spend. In 2026, consolidation will keep reshaping how estate agents deliver value — but with the right questions, you can make sure the change benefits your sale or purchase.

Call to action: Need a tailored script for your specific situation? Send us the details of your case (location, where you are in the sale or purchase, and the new network name) and we’ll draft a short, customised email you can send now to protect your position.

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