Transparency in the Property Market – Why Ethical Practice Matters

The recent BBC Panorama investigation into alleged conditional selling practices has raised important questions about how some estate agents operate. The programme highlighted claims that certain firms, including large names such as Connells and Purplebricks, were prioritising buyers who agreed to use their in-house mortgage services.

This kind of practice, where viewings or sales are influenced by whether a buyer uses linked financial services, risks creating an uneven playing field. Buyers should be able to compete fairly, and sellers deserve agents who are focused solely on achieving the best result for them, not on meeting financial service sales targets.

For many property professionals who value transparency and fairness, the lack of a strong response from some major industry bodies has been disappointing. Ethical standards are the foundation of trust in our sector, and when those standards are questioned, clear leadership is needed.

Richard, Head of Residential at Shoulers, comments:

"The Panorama investigation is a reminder of how important integrity is in our industry. Conditional selling undermines trust, which is essential for successful property transactions. Every client – buyer or seller – deserves to know their agent is acting in their best interests, not prioritising cross-selling other services."

At Shoulers, we take this responsibility seriously. We do not engage in conditional selling or any similar practices. Our advice is always impartial, and our focus is on securing the best outcome for the property and the people involved. Our team is trained to maintain these standards, so clients can feel confident they are receiving honest, professional guidance.

While the Panorama report focused on individual cases, it also highlights a wider issue: the commercial pressures many agents face. Greater accountability and clear regulation could help restore confidence across the industry.

Richard adds:

"We welcome scrutiny because it pushes the industry to improve. Building trust with our clients has always been our priority, and that comes from consistently doing the right thing. We’d like to see stronger action from industry bodies to address unethical practices and reassure the public that transparency is taken seriously."

For anyone considering selling or buying a property, choosing an agent who puts clients’ interests first is key. At Shoulers, we remain committed to fair, transparent and ethical service – values we believe are essential for a healthy and trusted property market.