Our Approach to Ethics & Transparency

Estate Agency Ethics: Not All Agents Are Equal.

Shining a Light on Industry Practices — and Why Boot & Son Choose to Do Things Differently

Standing Apart in a Challenging Industry

Recent investigations by BBC Panorama have exposed concerning practices in parts of the estate agency industry — from misleading advertising and pressure selling to biased financial incentives and underhanded tactics that prioritise company profit over client outcomes.

A powerful clip from the documentary shows how, in some offices, “just a sale is not good enough” — unless it also brings in commission for in-house services like mortgages or conveyancing.

These are not isolated cases. The investigation revealed a culture of aggressive upselling, “conditional selling”, and in some instances, sales managers actively steering buyers and sellers towards decisions that served the agent’s financial interest — not the client’s.

At Boot & Son, we believe that trust is earned. We do not engage in any of these practices — and we never have. Established in 1919, our firm is built on values that have stood the test of time: honesty, professionalism, and putting our clients first.

Here’s the areas exposed and how, at Boot & Son, we do things differently:

❌ Misleading Advertising

The issue: Some agents use slogans like “sell your home for free” as a hook — but fail to mention that essential services like photography, floorplans, Rightmove listings or accompanied viewings come with added costs.

✅ The Boot & Son Way: Our fees are clearly explained upfront, with no hidden extras. We believe in transparency — you’ll always know exactly what’s included and what it costs. No misleading promises, no small print.

❌ Pressure Selling

The issue: Buyers and sellers are sometimes pushed into using in-house mortgage or conveyancing services under pressure, with the implication that it will improve their chances of success.

✅ The Boot & Son Way: We don’t pressure you into using any third-party service. Whether it’s a mortgage broker or solicitor, the choice is entirely yours — and won’t affect how we market or negotiate your sale.

❌ False Valuations

The issue: Some agents overvalue properties just to win business — only to later pressure sellers into price reductions once they’re tied in. This can waste time and damage credibility.

✅ The Boot & Son Way: Our valuations are honest, evidence-based, and carried out by RICS-registered professionals. We won’t tell you what you want to hear just to get the instruction — we tell you the truth, backed by experience and data.

❌ Incentivised to Sell Lower

The issue: In some offices, staff receive bonuses for pushing through sales tied to in-house services, even if it means accepting lower offers.

✅ The Boot & Son Way: Our only aim is to get the best result for you. Every offer is presented promptly, accurately, and without bias — with no sales targets or financial gain influencing our advice.

❌ Conditional Selling

The issue: “Hot buyer” lists and sales tactics favour those using in-house services — discriminating against other perfectly good buyers.

✅ The Boot & Son Way: Every buyer is treated equally. We follow the Code of Practice for Residential Estate Agents and comply with the Estate Agents Act 1979. No buyer will ever be prioritised based on what mortgage or solicitor they use.

❌ Perverting the Marketplace

The issue: The result of all this? A skewed marketplace where decisions are driven by internal profit rather than the seller’s best interest.

✅ The Boot & Son Way: We act solely in your interest. Our professional independence, RICS accreditation, and long-standing reputation in Cannock and the surrounding area give you peace of mind that your property is in safe hands.

If you’ve been put off by the aggressive tactics seen in the industry recently, we understand — and we invite you to experience estate agency the way it should be. With Boot & Son, you won’t get a hard sell, a hidden agenda, or a faceless corporate. You’ll get a dedicated local team, a personal service, and results you can trust.