Estate agency staff across the UK faced a public backlash following the screening of BBC’s Panorama investigation into sales practices at Connells and Purplebricks.
The programme, broadcast last night on BBC One, revealed evidence of “conditional selling” at Connells’ Abingdon branch where offers from buyers using the agency’s in-house services were allegedly prioritised, potentially disadvantaging higher bidders.
A whistleblower from Purplebricks also claimed that homes were routinely overvalued to win instructions, with staff later incentivised to push price cuts and direct buyers toward costly in-house conveyancing.
While both companies deny wrongdoing, the fallout for the industry has already begun. Ian Macbeth, Managing Partner of Avocado Property, reckons that the consequences will likely fall hardest on those who had no part in setting the policies.
DEALING WITH THE CONSEQUENCES
He says: “While corporate executives prepare their responses, it is the customer-facing estate agents – negotiators, valuers, and consultants – who will be left to deal with the consequences of institutional decisions they never made.
“The truth is they were probably just doing what they were trained to do. In the main, we probably didn’t really want to do it. We knew it was morally incorrect, but we would face disciplinaries if we didn’t follow what was being driven from the top.”
And he warns the industry operates on a high-pressure sales model, where strict scripts and upselling targets dominate.
NOT ROGUE AGENTS
“Staff aren’t rogue agents – they’re following instructions, trying to earn a living, and often questioning the ethics of what they’re told to do.
“But when the PR storm hits, it’s the people on the ground who face the anger and scrutiny, while senior management retreats to boardrooms.”
Macbeth adds: “You sling mud at one and everybody gets covered… The story might name Connells and Purplebricks, but the public reads ‘estate agents’, and that paints us all with the same brush.
“This reputational contagion is not just damaging – it’s demoralising. The staff are just following instructions. They’re the ones who are going to have to deal with this, and it’s their commission, their stress, their mental health that will be hit. Everyone else just disappears into the background and waits for it to blow over.”
WEAK ENFORCEMENT
Training guru and Integra Property Services Chief Executive Michael Day MBA FRICS FNAEA FARLA, says: “In my view we have plenty of regulation but very weak enforcement.
“Robust pursuit of the rogues with significant fines, publication of offences and, where appropriate, banning orders should be happening.
“Is ROPA the answer? – not in itself in my view.
“Let’s raise the level of debate and rid the industry of the unethical and dishonest.
“Time for the industry and Propertymark and RICS to direct more attention externally to consumers not just internally to industry players.”
TRANSPARENCY AND IMPARTIALITY
In response to the Panorama exposé, industry body Propertymark stressed the importance of transparency, impartiality, and ongoing compliance with consumer protection rules.
In a statement Nathan Emerson, Chief Executive of Propertymark, said: “Agents must provide a full duty of care and ensure impartiality to all participants throughout the entire sales and transactional process.
“Buyers and sellers must have freedom to choose products and services that meet their needs and preferences.
“It is important that agents display an understanding of the impact of key factors which interact with the buying and selling process.
“This includes areas such as contract law, conveyancing, and mortgage application processes.
“Agents must adhere to the terms of undertaking full due diligence on all parties such as compliance, anti-money laundering regulations, proof of funds and the ability to purchase.
“They can offer to introduce services which provide appropriate advice and products, but there must be full transparency and absolutely no conflict of interest.”
CONSUMER PROTECTION
And he added: “Due to continuous progression within many areas of law, the housing sector has far greater levels of consumer protection in place than at any point previously, and these standards are constantly evaluated and evolved to ensure they remain fit for purpose.
“Should anyone feel a service offered to them might fall short on standards—they can raise a case with organisations such as Trading Standards, The Property Ombudsman or the Property Redress Scheme as well as the organisations’ own internal complaints procedures.
“In addition, if the agent is a member of a professional body such as Propertymark, they may have additional options for remedy too.”
Both Connells and Purplebricks are signatories to the industry’s Code of Practice.
While Connells said it had found no evidence of customer harm and pledged to discipline any employee who breached its standards, Purplebricks said incentive policies highlighted in the programme had since been scrapped under new ownership.
Watch the programme HERE.
