Purplebricks: The Complete UK Guide to Selling Your Home

Introduction

If you have ever tried to sell a house, you have probably felt the sting of estate agent fees. A typical high street agent charges 1 to 3 percent of the sale price, plus VAT. On a UK home worth around £300,000, that can mean handing over nearly £4,000 to an agent.

Purplebricks arrived on the scene in 2012 with a promise to change all that. It offered a fixed fee instead of a percentage commission, saving sellers thousands of pounds. Today, it claims to be the largest estate agent in the UK, operating without high street branches and with a digital-first approach.

But is Purplebricks right for you? This guide covers everything UK sellers and buyers need to know: how it works, what it costs, the pros and cons, recent controversies, and how it compares to traditional estate agents.

What Is Purplebricks?

Purplebricks is a UK-based online and hybrid estate agent. It was founded in 2012 and has grown rapidly by offering an alternative to traditional high street agents.

Unlike conventional estate agents, Purplebricks has no physical branches. Instead, it operates through a website, a mobile app, and a network of local property experts. Sellers pay a fixed fee regardless of their property’s final sale price, rather than a percentage commission.

In 2023, Purplebricks merged with Strike, another online estate agent. The combined business now operates under the Purplebricks brand.

How Does Purplebricks Work?

Selling your home with Purplebricks follows a straightforward process.

Step 1: Book a Free Valuation

You start by booking a free house valuation with your local property expert. This can be done in person or virtually, at a time that suits you. The expert will assess your property and provide a full valuation report based on local market knowledge and comparable properties.

Step 2: Choose Your Payment Option

Purplebricks offers one simple selling package with flexible payment options. You can pay upfront, spread the cost, or pay on completion.

Step 3: Decide on Add-Ons

The standard package includes everything you need: professional photography, a floorplan, a 360-degree virtual tour, a For Sale board, and listings on Rightmove, Zoopla, and OnTheMarket. Optional add-ons include hosted viewings and Rightmove Featured Listings.

Step 4: Manage Viewings

Potential buyers can book viewings through the online platform. You set your availability and approve each request. If you opt for hosted viewings, your local expert handles the scheduling and shows buyers around.

Step 5: Complete Your Sale

The online platform lets you manage your sale in real time, receive instant buyer feedback, and accept offers. You stay in control with total visibility throughout the process.

Purplebricks Fees: What Does It Cost?

Purplebricks charges a fixed fee, not a percentage of your sale price. This is its key selling point.

A high street agent may charge as much as £3,900 (1.3 percent) on a £300,000 property. With Purplebricks, you pay a fixed fee of £1,599 (inc. VAT).

In 2023, Purplebricks briefly offered a free selling package following its merger with Strike. However, the company has since reintroduced fixed fees, which it says reflect the changing market and the need for more seller support.

Additional costs to be aware of:

Anti-Money Laundering fee: A separate £80 fee applies for compliance checks.
Mortgage advice fee: If you use Purplebricks Mortgages, there may be a fee of up to 1 percent, though a typical fee is £299.
Optional add-ons: Hosted viewings and other extras are not included as standard.

What’s Included in the Package?

Purplebricks’s standard selling package includes the following:

Professional photography
A floorplan
A 360-degree virtual tour
A For Sale board
A listing on Rightmove, Zoopla, and OnTheMarket
Access to the Purplebricks app to message buyers directly
A local estate agent to guide you through the process

The BBC Panorama Investigation

In July 2025, BBC Panorama aired an undercover investigation that raised serious questions about Purplebricks’s sales tactics.

The Allegations

A former sales negotiator, who worked at Purplebricks between June and October 2024, told Panorama that staff were encouraged to overvalue properties to win business. Once a customer was signed up, staff would then try to convince them to cut the asking price. Staff could earn commission if a price reduction was successful.

The whistleblower claimed that one local property agent told her in a private message: “We are overvaluing properties massively just to gain instructions.” Staff were reportedly under pressure to sell financial products like mortgages and conveyancing.

Purplebricks’s Response

Purplebricks strongly disputed the allegations. The company stated, “As a fixed-fee agent, we are not incentivized to overvalue homes in the way commission-based agents might be.” It also said that independent data shows its customers reduce asking prices by less than the market average.

The company acknowledged that price reductions were once a target for rewarding staff but said that practice has ended. It also confirmed that the individual highlighted in the program no longer works for Purplebricks.

Purplebricks pointed out that sellers receive all offers directly through the platform and can communicate with buyers themselves, meaning there is “no risk of offers being withheld or misrepresented.”

Industry Reaction

Following the broadcast, allAgents, a review platform, reported that Purplebricks has a 40 percent sales valuation accuracy on its website, suggesting three in five properties are being overvalued. Purplebricks has previously denied claims of fake reviews.

Purplebricks vs Traditional Estate Agents

Aspect	Purplebricks	Traditional High Street Agent
Fee structure	Fixed fee from £1,599	1-3% of sale price + VAT
Typical cost of a £300k home	Around £1,599+	Around £3,900
High street presence	None	Physical branches
Viewings	Self-managed or optional hosted	Usually managed by agent
Communication	App and online platform	Phone and in-person
Negotiation	Self-managed or expert support	Agent-led
Payment	Upfront, spread, or on completion	Usually on completion

Traditional agents charge a percentage of the sale price, which means they have a financial incentive to achieve a higher price. However, this also means their fees increase with the property value.

Purplebricks’s fixed fee means you know the cost upfront, regardless of the final sale price. But some critics argue that the fixed fee model can reduce the agent’s motivation to achieve the best possible price.

Purplebricks Reviews: What Do Customers Say?

Customer reviews of Purplebricks are mixed.

Positive Reviews

Purplebricks states that 9 out of 10 customers rate it 4 or 5 stars, and complaints represent just 2 percent of its live listings. On Trustpilot, it has a score of 3.9.

Sellers often praise the platform’s ease of use, the quality of photography, and the significant savings compared to traditional agents.

Negative Reviews

On all agents, Purplebricks has a Trustpilot-equivalent score of just 1.7. Critical reviews frequently mention:

Poor communication after payment
Slow and disorganised service
Lack of accountability
A feeling of being forgotten once the upfront fee is paid

One reviewer described the service as “incompetent and unprofessional at every stage of the sales process.”

Purplebricks for Buyers

Purplebricks isn’t just for sellers. Buyers can browse properties on its website, which are also listed on Rightmove, Zoopla, and OnTheMarket.

The Purple Pact

Purplebricks offers a feature called the Purple Pact, which allows a buyer to reserve a property with a small holding deposit. Once a seller and buyer enter into a pact, all other offers are automatically declined, and the property is taken off the market.

This gives buyers more certainty and reduces the risk of being outbid.

Common Misconceptions About Purplebricks

“Purplebricks is completely free.”

This was briefly true after the merger with Strike, but Purplebricks now charges a fixed fee starting from £1,599. While this is significantly cheaper than traditional agents, it is not free.

“Purplebricks has no estate agents.”

Purplebricks does have local property experts who provide valuations and support. The difference is that they do not work from high street branches.

“Purplebricks is only for tech-savvy sellers.”

The platform is designed to be user-friendly, and your local expert is available to guide you through the process. You do not need to be a tech expert to use it.

“You have to do all the viewings yourself.”

Self-managed viewings are the standard option, but you can add hosted viewings where your local expert handles everything for you.

Pros and Cons of Using Purplebricks

Pros

Significant cost savings: Fixed fees are much lower than traditional percentage-based commissions.
Transparent pricing: You know exactly what you will pay upfront.
Digital convenience: Manage your sale anytime, anywhere through the app.
Wide exposure: Listings appear on Rightmove, Zoopla, and OnTheMarket.
Flexible payment: Pay upfront, spread the cost, or pay on completion.
Local expertise: Local property experts provide valuations and support.

Cons

Self-management required: You handle viewings and negotiations unless you pay for extras.
Mixed reviews: Customer experiences vary widely.
Recent controversy: The BBC Panorama investigation raised concerns about sales tactics.
Limited support: Some sellers report poor communication after payment.
No physical presence: Some sellers prefer face-to-face interaction.

Actionable Recommendations for Sellers

Get Multiple Valuations

Do not rely on a single valuation. Get at least three valuations from different agents to get a realistic picture of your property’s worth.

Read the Fine Print

Understand exactly what is included in the package and what costs extra. Hosted viewings, for example, are not included as standard.

Consider Your Property Type

Purplebricks offers a Mansion Package for high-value properties, with fixed fees that are significantly lower than traditional agents’ percentage fees.

Check Reviews in Your Area

Local experiences can vary. Look for reviews of Purplebricks in your specific area.

Be Prepared to Manage Viewings

If you choose the standard package, you will be responsible for showing buyers around. Make sure you are comfortable with this before committing.

Use the app.

The Purplebricks app gives you control over your sale. Accept viewing requests, manage your diary, and communicate with buyers directly.

Conclusion

Purplebricks has undoubtedly disrupted the UK estate agency market. Its fixed-fee model has saved sellers thousands of pounds and forced traditional agents to become more competitive.

However, the company is not without its critics. The BBC Panorama investigation raised serious concerns about sales tactics, and customer reviews are polarized. Some sellers praise the platform’s ease and savings, while others report poor service and communication.

Whether Purplebricks is right for you depends on your priorities. If you value cost savings and are comfortable managing much of the process yourself, it could be an excellent choice. If you prefer hands-on support and face-to-face interaction, a traditional agent may be a better fit.

As with any major financial decision, do your research, read reviews, and get multiple valuations before making a choice.

Frequently Asked Questions

What is Purplebricks?

Purplebricks is a UK online and hybrid estate agent that charges a fixed fee rather than a percentage commission. It was founded in 2012 and merged with Strike in 2023.

How much does Purplebricks cost?

Purplebricks charges a fixed fee starting from £1,599 (inc VAT). An additional £80 Anti-Money Laundering fee applies.

Is Purplebricks cheaper than a traditional estate agent?

Yes. On a £300,000 property, a traditional agent might charge around £3,900, while Purplebricks charges from £1,599.

How does Purplebricks work?

You book a free valuation, choose your payment option, and your property is listed on Rightmove, Zoopla, and OnTheMarket. You manage viewings through the app and accept offers online.

Does Purplebricks have local estate agents?

Yes. Purplebricks has local property experts across the UK who provide valuations and support. They do not work from high street branches.

What is included in the Purplebricks package?

The standard package includes professional photography, a floorplan, a 360-degree virtual tour, a For Sale board, listings on major portals, and access to the Purplebricks app.

Is Purplebricks trustworthy?

Purplebricks has faced criticism, including a BBC Panorama investigation into its sales tactics. The company disputes the allegations and states that 9 out of 10 customers rate it 4 or 5 stars.

Can I pay for Purplebricks on completion?

Yes. Purplebricks offers flexible payment options: pay upfront, spread the cost, or pay on completion.

Does Purplebricks sell properties on Rightmove?

Yes. All Purplebricks listings appear on Rightmove, Zoopla, and OnTheMarket.

What is the Purple Pact?

The Purple Pact allows a buyer to reserve a property with a small holding deposit. Once agreed upon, the property is taken off the market and other offers are declined.