Why Self-Employed Estate Agents Are Growing Rapidly Across the UK
Why Self-Employed Estate Agents Are Growing Rapidly Across the UK
It was in 1999 that actress Annette Bening played an ambitious realtor in the hit movie American Beauty. Her character, Carolyn Burnham, summed up what it is to be a self-employed real estate agent.
The “I will sell this house today” scene sees Burnham energetically scrub, dust and vacuum a property ahead of viewings – going the extra mile to boost prospects – watch here: American Beauty
The self-employed agency model has long been the default in America. Drive around and you’ll see the ‘for sale’ boards that inevitably feature a photo of the realtor. Across the pond people, not brands, make real estate tick and movers buy into trust big time.
The UK is finally on the cusp of a realtor revolution, 26 years after the release of American Beauty. Estate agency is still underpinned by nationwide chains, strong local independents and boutique agencies staffed by employees but the self-employed model is an emerging force.
What does this shift mean for buyers, sellers and agents themselves? Let’s start with home movers. On the surface, there is virtually nothing to distinguish between an employed agent and a self-employed one. The chances are they’ll be polite and professional, and unless someone knows the minutiae of UK estate agency, a mover will probably never know if the agent was part of a big company or a sole trader.
What can set self-employed agents apart from their employed counterparts is their inner Carolyn Burnham – that dogged resilience, desire to go above-and-beyond and a determination to deliver an exceptionally personalised experience.
You have to pull apart the self-employed agent model to understand why. Employed agents who work for a company have a safety net; in the form of a colleague who might pick up the slack, a regular monthly wage (albeit a modest one topped up by commission) and multiple leads coming from multiple avenues.
The self-employed agent, however, will usually rely exclusively on commission as their source of income. That means their performance and service directly correlates to the wage they take home. No sales – no pay (now you know why Burnham repeated the mantra “I will sell this house today”).
Self-employed agents also need to win instructions while competing against the big boys. A point of difference and the promise of something special is critical – another reason why movers receive a bespoke service from a self-employed estate agent. And, we whisper, sellers may even enjoy lower fees as self-employed agents normally have fewer overheads.
Service levels are often heightened when the self-employed agent is truly flying solo – one without the support network, marketing might and brand visibility of a brokerage. Their professional reputation is only as good as their last interaction or review, and they’re building a brand as an individual American realtor style – sometimes with their face on the for sale boards but more often, hosting social media videos.
Should fully staffed High Street agents be worried about their business prospects? You may assume the threat is from self-employed agents stealing all the instructions but in reality, this is an outside possibility due to the sheer scale of the moving market and the resources of a self-employed agent. Additionally, self-employed agents can thrive with far fewer completions than big chains.
The real threat? Let’s face it, hardly anyone will start their self-employed agency career with zero experience, so the biggest threat is employed agents leaving the comfort of their jobs to go it alone for a greater share of the commission. It’s the back story seen across Instagram – professionals who have cut their teeth on the High Street, taking their knowledge and contacts to deliver a ‘truly personalised service’ as an individual.
Property companies are already feeling the drift. AZ Real Estate announced a new UK-wide hybrid estate agency platform in September 2025, heralding a big scalp in the form of an experienced JLL agent breaking ranks to join its self-employed enterprise.
Some agents are quickly adopting hybrid working models to counteract the loss of talent. For example, Fine & Country launched a Partner Agent Programme at the end of 2025, designed to bring the most talented self-employed agents into its fold and under its brand umbrella.
Instead of seeing the situation as purely a threat, agencies can learn from the rise of the self-employed agent, especially the approach to customer service. The statistics are humbling for the High Street. TwentyEA data from 2025 found self-employed estate agents are:
• 12% more likely to get a home sold
• Complete sales 23 days quicker, on average
• Achieving an average of £5,400 more for their vendor
The data cruncher, Christopher Watkin, flirts with the idea that self-employed success lies with a relationship-based approach to estate agency, dovetailed with the continuity of one point of contact from instruction to completion, extra time given to clients and the capacity to care differently.
Is it these qualities that will ensure the self-employed agent sector keeps growing? Statistics from Bid (https://www.bidhq.com/) suggest so. Its analysis revealed the self-employed agent sector grew 31% between 2023 and 2024, and it forecasts self-employed agents could cover 10% of the market by 2030.
The prospects are more alluring than ever. Self-employed agents can work under the guise of well-known brands, including eXp UK, TAUK, Yopa and Keller Williams, where they will pay a fee to belong (and/or a percentage of the commission they earn) and get professional support in return.
The truly bold can carve out a sole trader existence, keeping all of the commission. These self-employed agents look after every aspect of agency themselves, from marketing and compliance to accounts and property visits.
It is the latter where Viewber is seeing interesting developments. What happens if an agent is pulled between a valuation that may result in a juicy instruction and a buyer who wants to do a third viewing to measure up?
With service levels vital to brand and reputation, self-employed agents can’t afford to let anyone down – even if their request isn’t income generating. Viewber is primed to support self-employed agents who need to be all things to all people all of the time, without the fixed overheads of hiring an assistant.
Our local network of Viewbers can be called upon to accompany second and third viewings, hand over keys, let energy assessors in and create marketing packs (professional-level photography, virtual tours and floorplans). This leaves agents free to attend appointments where the face of the brand matters, scale up their business or even break into new territories.
With no contract, no annual fee and no minimum order, self-employed agents can rely on Viewber when they need support most. Our Viewbers are professional and prompt with weekday, weekend and evening availability. Whether you’re going on holiday, have double booked or just can’t say no to a request, a Viewber can visit a property on your behalf. Get in touch to secure your back up.
