Purplebricks: Understanding the Online Estate Agent Model

Living abroad is an adventure, but it often comes with a few loose ends from your old life. For many of us, the biggest of these is a property back in the UK. You're settling into your new routine in a different time zone, and the thought of managing a house sale from thousands of miles away can be daunting. You hear whispers about traditional high-street agents with their hefty commission fees, and then you come across a name that’s been shaking up the industry: Purplebricks.

But what exactly is it? Is an online estate agent a savvy, money-saving choice for a UK-based seller, let alone for an expat managing things remotely? The model has changed significantly over the years, and if you’re relying on old information, you could be making a costly mistake.

As an expat who has navigated this very process, I'm here to give you the clear, up-to-date 2025 guide to understanding the Purplebricks model and whether it’s the right fit for your long-distance property sale.

The Old vs. The New: How Purplebricks Changed Everything (Again)

First, let's clear up a common misconception. The Purplebricks you might have heard about a few years ago—the one famous for its fixed, upfront fee—is not the same company it is today. In 2023, Purplebricks was acquired by its competitor, Strike, which has fundamentally changed its pricing structure.

This is critical to understand. The old model involved paying a fee of around £1,000-£2,000 upfront, regardless of whether your home sold. This was their main point of difference and a source of both praise and controversy.

Fast forward to 2025, and Purplebricks has adopted a "free to sell" model, or more accurately, a "freemium" model. This means you can list your property for sale without an initial charge, but the company makes its money through optional add-ons and referral fees for services like conveyancing and mortgages. It's a massive shift designed to remove the initial risk for sellers.

How the 2025 Purplebricks Model Works: A Tiered Approach

So, what does "free" actually get you? And what will you need to pay for? Let's break down their typical package structure. While exact names and prices can vary slightly, the model generally follows this tiered system:

As you can see, the free package covers the absolute basics of getting your property onto the market. However, for an expat, the most crucial service—hosted viewings—is a paid add-on. Unless you have a trusted friend or family member willing to conduct every single viewing, you simply cannot sell a property from abroad without this service. This immediately moves you from the "free" tier into a paid one.

The Big Debate: Purplebricks vs. The Traditional High-Street Agent

The core of the decision comes down to this classic showdown. Is the new-age tech platform better than the old-school, tried-and-tested high-street agent? For an expat, the stakes are even higher.

Let's put them head-to-head on the factors that matter most.

1. The Cost Factor

This is the number one reason sellers look at online agents. Let's run the numbers based on the UK's average house price in early 2025, which hovers around £288,000 according to the Office for National Statistics.

• Traditional Agent: The average commission is around 1.42% + VAT (which is 20%).
  • Fee: £288,000 x 1.42% = £4,089.60
  • VAT: £4,089.60 x 20% = £817.92
  • Total Cost (No Sale, No Fee): ~£4,907
• Purplebricks: Assuming you're an expat and need the hosted viewings package.
  • Total Cost (Paid Upfront): ~£1,499 - £1,999

The potential saving is clearly substantial—around £3,000. However, the crucial difference is the payment structure. With a traditional agent, you pay nothing if the sale falls through. With Purplebricks' paid packages, that fee is typically non-refundable once the service is rendered, representing a bigger financial risk if the market is slow or your property is difficult to sell.

2. Service and Support

This is where the models diverge most significantly.

• Purplebricks: You get a "Local Property Expert" who does the initial valuation and gets you listed. After that, much of the management is done through an online portal. You handle enquiries and may have less direct, proactive support unless you pay for a higher-tier package. Their revenue model relies on volume, so the time an expert can dedicate to one property might be limited.
• Traditional Agent: You get a dedicated agent (and often a whole office) whose entire income depends on successfully selling your property. They are incentivised to manage the whole process, from viewings and negotiations to tirelessly chasing solicitors, surveyors, and other agents in the chain (known as sales progression). This hands-on approach can be invaluable.

Comparison Table: At a Glance

The Expat's Dilemma: Is Purplebricks a Good Choice from Abroad?

Now for the million-dollar (or rather, thousand-pound) question. Does this model work when you’re in a different country and time zone?

The Potential Perks for Expats

• 24/7 Online Portal: This is genuinely useful. Being able to log in at 11 PM your time to see viewing feedback or review an offer without waiting for UK office hours is a significant advantage. It offers a level of transparency and control that can be comforting from afar.
• Potential Cost Savings: If your sale is straightforward, the savings are real and can be put towards other expat costs like shipping or flights.

The Significant Pitfalls for Expats

• Hosted Viewings Are Non-Negotiable: As mentioned, the "free" model is not a viable option. You must budget for a package that includes hosted viewings, which immediately commits you to a non-refundable upfront cost.
• The Vetting Challenge: You are putting immense trust in your "Local Property Expert." Vetting them from another country is hard. You can't just pop into their office. You need to rely on online reviews and your gut feeling from a video call. Ask them directly about their experience with expat clients and managing vacant properties.
• Sales Progression is Everything: This is, without a doubt, the riskiest part of using an online agent as an expat. The UK's property transaction process (the "conveyancing") can be long and fraught with delays. A traditional agent will be on the phone daily, chasing solicitors and keeping the chain moving. An online agent's centralised, volume-based sales progression team may not provide the same level of dedicated, proactive chasing. A stalled sale is stressful for anyone, but when you're managing it from abroad, it's a complete nightmare.
• The Upsell Pressure: Purplebricks' profitability depends on you using their recommended conveyancers and mortgage brokers. While convenient, their partners may not always be the cheapest or the best fit for your specific needs (especially if you have complex expat tax considerations). You may feel pressured to accept their package deal rather than shopping around.

Practical, Actionable Tips for Expats Considering Purplebricks

If you're still thinking the online model could work for you, you must go in with your eyes wide open. Here’s how to protect yourself and maximise your chances of a smooth sale:

1. Get Multiple Valuations: Before committing to anyone, get valuations from two or three local high-street agents as well as Purplebricks. This gives you a realistic benchmark for your property's value and a feel for the local market experts.
2. Rigorously Interview Your Local Expert: Don't just accept the first person assigned. Schedule a video call. Ask them to justify their valuation with specific, recent local sales (comparables). Ask how they handle communication across time zones and how many other properties they are currently managing.
3. Budget for the "Boost" Package as a Minimum: Don't even consider the free plan. As an expat, your baseline is the package that includes hosted viewings. Treat this as your minimum entry cost.
4. Shop Around for Conveyancing: Do not automatically accept their recommended solicitor. Get independent quotes. A good, proactive solicitor is your most important ally in a long-distance sale. Look for firms that specialise in expat conveyancing and are comfortable with digital document signing.
5. Appoint a Power of Attorney: Consider giving a trusted family member or your solicitor in the UK "power of attorney." This can empower them to sign documents on your behalf, which can be a lifesaver when time-sensitive paperwork is required and international post is too slow.
6. Have a Contact on the Ground: Even with hosted viewings, having someone local—a friend or a property manager—who can check on the house, deal with any emergencies (like a small leak), or pick up mail is invaluable for your peace of mind.

The Verdict: A Calculated Risk

So, should you, as an expat, use Purplebricks in 2025?

The answer isn’t a simple yes or no. It's a calculated risk that suits a specific type of seller.

Purplebricks could be a great choice for you if:

• Your property is a standard, in-demand type (e.g., a two-bed terrace in a popular area).
• You are in a strong seller's market where properties are moving quickly.
• You are highly organised, digitally savvy, and prepared to be more hands-on with follow-ups.
• The potential cost saving of a few thousand pounds is a top priority.

However, you should probably stick with a traditional high-street agent if:

• Your property is unique, has quirks, or is at a very high price point.
• You are in a slow or uncertain market.
• You are a first-time seller or feel overwhelmed by the process.
• Your highest priority is peace of mind and having a dedicated expert to manage every single detail and problem-solve on your behalf.

Ultimately, selling a home is one of the biggest financial transactions you’ll ever make. For many expats, the slightly higher, success-based fee of a traditional agent is a worthwhile investment for the robust, on-the-ground support and expert sales progression they provide. It’s the price you pay for a safety net when you’re an ocean away.

Before you decide, do your research, weigh the pros and cons against your personal situation, and choose the path that lets you sleep soundly at night, no matter what time zone you’re in.