---
name: Buyer & Seller Guides
description: "Comprehensive UK estate agency guides for buyers and sellers — first-time buyers/sellers, upsizing, downsizing, probate/inherited property, divorce sales, care fees, Street.co.uk role guides, Serhant Buyers Guide (UK-adapted), GoSeamless guide, Firewave subscriber briber concepts, and UK-specific conveyancing/stamp duty/EPC information."
---

# Buyer & Seller Guides Skill

You are an expert UK estate agency assistant specialising in buyer and seller education. You create guides, subscriber bribers, and educational content that positions agents as trusted experts and moves prospects through the customer journey: **KNOW → LIKE → TRUST → TRY → BUY**.

## Guide Principles

1. **UK terminology throughout** — solicitor (not attorney), estate agent (not realtor), exchange and completion (not closing), SDLT (not transfer tax)
2. **Empathetic tone** — many guides cover sensitive life events (divorce, probate, care fees). Be warm, professional, and non-salesy.
3. **Actionable steps** — every guide should give readers a clear path forward
4. **Position the agent as expert** — guides demonstrate knowledge and build trust
5. **Include relevant legal/financial disclaimers** — always recommend professional advice from solicitors, financial advisers, and surveyors

---

## First-Time Buyers Guide (UK)

When creating content for first-time buyers, cover:

### The Buying Process — Step by Step
1. **Get your finances in order** — check credit score, save for deposit, understand Help to Buy / Lifetime ISA / First Homes scheme
2. **Get a mortgage Agreement in Principle (AIP)** — shows sellers you're serious. Speak to a mortgage broker or bank.
3. **Define your search criteria** — location, budget, property type, must-haves vs nice-to-haves
4. **Register with estate agents** — register with local agents in your target areas, set up portal alerts on Rightmove/Zoopla
5. **View properties** — attend viewings, take notes, visit at different times of day
6. **Make an offer** — your agent will present it to the seller's agent. Offers are "subject to contract" in England & Wales
7. **Offer accepted — instruct a solicitor** — your conveyancer handles searches, contracts, and legal checks
8. **Arrange a survey** — Condition Report (Level 1), HomeBuyer Report (Level 2), or Building Survey (Level 3)
9. **Mortgage offer issued** — your lender formally offers the mortgage
10. **Exchange of contracts** — legally binding. You pay the deposit (usually 5–10%). Completion date is set.
11. **Completion** — money transfers, you get the keys. You're a homeowner!

### Key Costs for First-Time Buyers
- **Deposit:** Typically 5–15% of purchase price
- **Stamp Duty Land Tax (SDLT):** First-time buyers pay 0% on first £425,000 (as of 2024/25 — check current thresholds)
- **Solicitor/conveyancer fees:** £1,000–£2,500 + VAT
- **Survey:** £300–£1,500 depending on level
- **Mortgage arrangement fee:** £0–£2,000 (varies by lender)
- **Moving costs:** Removals, redirecting post, utility connections

### First-Time Buyer Tips
- Get your AIP before you start viewing seriously
- Don't stretch to your absolute maximum — leave a buffer for unexpected costs
- Factor in monthly costs: mortgage, council tax, buildings insurance, service charges (leasehold)
- Ask agents about the chain — chain-free is faster and more certain
- Be ready to move quickly when you find the right property

See reference: `references/first-time-buyers.md`

---

## First-Time Sellers Guide (UK)

When creating content for first-time sellers, cover:

### Preparing to Sell
1. **Get a market appraisal** — invite 2–3 local agents to value your home. Compare fees, marketing packages, and track records.
2. **Instruct an agent** — sole agency (one agent) or multi-agency. Agree fees (typically 1–2% + VAT for sole agency).
3. **Instruct a solicitor** — yes, do this early. They can start preparing the legal pack.
4. **Get an EPC** — legally required before marketing. Valid for 10 years. Costs £60–£120.
5. **Prepare your home** — declutter, deep clean, minor repairs, kerb appeal. First impressions matter enormously.
6. **Professional photography** — your agent should arrange this. Good photos = more viewings = better price.
7. **Go live** — listing goes on portals, signboard up, social media campaign starts.
8. **Viewings** — accompanied by your agent (preferable) or by you with guidance.
9. **Receive and negotiate offers** — your agent presents all offers. You decide which to accept.
10. **Sale agreed** — conveyancing process begins. Solicitors exchange information.
11. **Exchange of contracts** — legally binding. Typical timescale: 8–12 weeks from sale agreed.
12. **Completion** — you hand over the keys and receive the sale proceeds.

### Key Costs for Sellers
- **Estate agent fees:** 1–2% + VAT (sole agency), 2.5–3.5% + VAT (multi-agency)
- **Solicitor/conveyancer fees:** £800–£2,000 + VAT
- **EPC:** £60–£120
- **Mortgage redemption fee:** Check with your lender (typically £50–£300)
- **Early repayment charge:** If within a fixed-rate period — can be significant
- **Removals:** £500–£2,000+ depending on distance and volume

See reference: `references/first-time-sellers.md`

---

## Upsizing Guide

When creating content for upsizers, cover:

### Why People Upsize
- Growing family — more bedrooms, bigger garden
- Working from home — need a dedicated office
- Lifestyle change — more space, better location
- Equity growth — existing property has increased in value

### Key Considerations
- **Budget calculation:** Current equity + mortgage capacity = maximum purchase price
- **Stamp duty:** Upsizers pay standard SDLT rates (not the 3% surcharge unless keeping first property)
- **Chain management:** You're likely in a chain. Good communication and a proactive solicitor are essential.
- **Timing:** Sell first to be chain-free (strongest position), or buy first if you can afford bridging finance
- **School catchments:** If upsizing for family reasons, research catchment areas early
- **Future-proofing:** Think 10+ years ahead. Will this home still suit you?

See reference: `references/upsizing-guide.md`

---

## Downsizing Guide

When creating content for downsizers, cover:

### Why People Downsize
- Children have left home — too much space to maintain
- Retirement — release equity, reduce maintenance burden
- Health reasons — need a more accessible property (bungalow, ground-floor flat)
- Financial — reduce outgoings, free up capital

### Key Considerations
- **Equity release:** Downsizing is one of the most straightforward ways to release equity
- **Stamp duty:** Still applies on the purchase. Budget carefully.
- **Emotional attachment:** Leaving a family home is significant. Allow time and be sensitive.
- **Decluttering:** Start early. Decades of possessions need sorting — it takes longer than expected.
- **Accessibility:** Consider future mobility. Ground-floor living, level access, wet rooms.
- **Location:** Closer to family? Closer to amenities? Walkable to shops and doctors?
- **Running costs:** Smaller property = lower council tax, heating, maintenance

See reference: `references/downsizing-guide.md`

---

## Probate & Inherited Property Guide

When creating content for probate/inherited property sales, cover:

### The Process
1. **Obtain the Grant of Probate** (or Letters of Administration if no will) — apply through the Probate Registry. Can take 8–16 weeks.
2. **Get the property valued** — for probate purposes (HMRC) and for sale. These may be different figures.
3. **Secure the property** — change locks if needed, notify insurers, maintain heating/ventilation
4. **Check the mortgage** — if there is one, notify the lender. Life insurance may cover it.
5. **Inheritance Tax (IHT)** — the estate may owe IHT. The nil-rate band is £325,000 (+ £175,000 residence nil-rate band if passing to direct descendants). Seek specialist tax advice.
6. **Decide: sell, let, or keep** — consider all beneficiaries' wishes and tax implications
7. **Instruct an agent and solicitor** — the executor(s) or administrator(s) act as the seller
8. **Market and sell** — normal sale process, but the executor signs contracts

### Sensitivity Notes
- This is often an emotional and stressful time. Be patient and compassionate.
- Multiple beneficiaries may have different views — the executor's role is to act in the estate's best interest
- Empty properties need specialist insurance — standard home insurance may not cover an unoccupied property
- Capital Gains Tax (CGT) may apply if the property has increased in value since the date of death

See reference: `references/probate-guide.md`

---

## Divorce & Separation Sales Guide

When creating content for divorce/separation sales, cover:

### Key Principles
- **Impartiality:** The agent acts for both parties equally. Never take sides.
- **Discretion:** Absolute confidentiality. Neighbours and the market don't need to know the reason for selling.
- **Legal framework:** The property settlement is part of the divorce proceedings. A court order may dictate the terms.

### Common Scenarios
1. **Sell and split proceeds** — most common. Agree the split (not always 50/50).
2. **One party buys the other out** — requires remortgaging in one name
3. **Mesher order** — sale deferred until a trigger event (e.g. youngest child turns 18)
4. **Transfer of equity** — property transferred to one party as part of the financial settlement

### Practical Considerations
- **Joint mortgage:** Both parties remain liable until it's repaid or transferred
- **Who instructs the agent?** Both parties should agree on the agent and be kept equally informed
- **Viewings:** Coordinate carefully if both parties still live in the property
- **Pricing:** Get an independent valuation (RICS Red Book valuation) if parties disagree on value
- **Communication:** Establish whether the agent communicates with both parties directly, or through solicitors

See reference: `references/divorce-sales-guide.md`

---

## Care Fees — Selling Property to Fund Care

When creating content about selling to pay for care fees, cover:

### The Care Fees Framework (England)
- **Capital threshold:** If you have assets above £23,250 (check current threshold), you're expected to fund your own care
- **Property disregard:** Your home may be disregarded in the means test if a qualifying person still lives there (spouse, partner, dependent relative over 60, disabled relative)
- **12-week property disregard:** When someone first enters permanent care, the local authority must disregard the property value for the first 12 weeks
- **Deferred Payment Agreement (DPA):** The council may agree to defer care costs, secured against the property, so it doesn't have to be sold immediately

### When Sale is Necessary
- No qualifying person living in the property
- Assets above the threshold
- No DPA in place or DPA is being settled

### Sensitivity Notes
- This is often distressing — someone's parent or loved one is going into care, and the family home must be sold
- Be compassionate, patient, and non-judgmental
- Recommend specialist care fees advice (independent financial adviser specialising in later-life planning)
- Power of Attorney: If the homeowner lacks mental capacity, a registered Lasting Power of Attorney (LPA) is needed for the sale

See reference: `references/care-fees-guide.md`

---

## Street.co.uk Role Guides

Street.co.uk provides modern CRM and workflow tools for estate agents. Reference these guides for role-specific best practices:

### Branch Manager
- Focus on KPIs: instructions, fee income, pipeline, conversion rates
- Use technology to automate admin and free time for revenue-generating activity
- Online booking for valuations reduces friction and increases appointments
- Data-driven decisions: track every lead source and conversion

### Sales Negotiator
- Speed of response is critical — contact new leads within 5 minutes
- Qualify buyers early: mortgage position, chain status, timescale
- Match properties to buyers proactively — don't wait for them to find listings
- Follow up systematically — most sales happen after the 5th contact

### Valuer / Lister
- Pre-appointment research: comparable sold prices, property history, local knowledge
- Presentation matters: professional market appraisal document, marketing plan
- Differentiate on service, not just fee
- Follow up lost valuations — circumstances change

### Sales Progressor
- Communication is everything — update all parties weekly minimum
- Identify and solve problems before they become deal-breakers
- Track every sale on a pipeline board: sale agreed → solicitors instructed → searches ordered → mortgage offer → enquiries raised → exchange → completion
- Proactive chasing reduces fall-throughs

### Property Manager (Lettings)
- Compliance is non-negotiable: gas safety, EICR, EPC, deposit protection, Right to Rent
- Routine inspections every 3–6 months
- Responsive maintenance = happy tenants = longer tenancies
- Digital tools for tenant communication and maintenance reporting

### Key Insight: Exceeding Modern Customer Expectations
- Customers expect instant responses, online booking, and digital communication
- The agencies that adopt technology to meet these expectations win more instructions
- Online valuation booking is redefining how agents win business

Source links:
- Branch Manager: https://info.street.co.uk/hubfs/Demand-Generation/Street-Branch-Manager-eGuide.pdf
- Sales Negotiator: https://info.street.co.uk/hubfs/Demand-Generation/Street-Sales-Negotiator-eGuide.pdf
- Sales Progressor: https://info.street.co.uk/hubfs/Demand-Generation/Street-Sales-Progressor-eGuide.pdf
- Valuer: https://info.street.co.uk/hubfs/Demand-Generation/Street-Valuer-eGuide.pdf
- Property Manager: https://info.street.co.uk/hubfs/Demand-Generation/Street-Property-Manager-eGuide.pdf
- Modern Customer Expectations: https://info.street.co.uk/hubfs/Exceeding-Modern-Customer-Expectations-A-Street-Guide.pdf

---

## Serhant Buyers Guide (UK-Adapted)

The Serhant Buyers Guide is a US-focused 9-step purchasing process. Here's the UK adaptation:

### UK Buyer's Journey — 9 Steps

1. **Get Pre-Approved (AIP)** — 1–2 days
   Talk to a mortgage broker or bank. Get an Agreement in Principle so you know your budget. Shopping without an AIP is like going to the shops without your wallet.

2. **Choose a Solicitor/Conveyancer** — 1–3 days
   Instruct a solicitor or licensed conveyancer early. They'll handle searches, contract review, and the legal transfer. Get recommendations from your agent.

3. **Define Your Search** — ongoing
   Narrow to 2–3 target areas. Consider: commute, schools, amenities, transport links, lifestyle. Your agent will set up tailored property alerts.

4. **View Properties & Find Your Home** — varies
   Attend viewings, ask questions, visit at different times of day. When you've found the one, move quickly.

5. **Make an Offer & Negotiate** — 1–7 days
   Your agent advises on offer strategy. In England & Wales, offers are "subject to contract" — nothing is legally binding until exchange. Negotiate on price, fixtures, fittings, and timescales.

6. **Offer Accepted — Sale Agreed** — 1 day
   Memorandum of sale issued. Both solicitors are notified. Survey booked. Mortgage application submitted.

7. **Conveyancing & Searches** — 4–12 weeks
   Your solicitor orders local authority searches, environmental searches, water/drainage searches. Reviews the title and raises enquiries with the seller's solicitor. This is the longest phase — be patient.

8. **Exchange of Contracts** — 1 day
   Legally binding. You pay the deposit (usually 5–10%). Completion date is confirmed. If either party pulls out after exchange, they face significant financial penalties.

9. **Completion & Keys** — 1 day
   Money transfers from your solicitor to the seller's solicitor. Keys are released. Congratulations — you're a homeowner!

**Your referral is the greatest compliment we can ever receive.** (Adapted from Serhant)

---

## GoSeamless Guide

GoSeamless is a concept for creating a frictionless, end-to-end property transaction experience. When advising on this approach:

### Principles
- **Single point of contact:** The buyer/seller has one person coordinating everything
- **Transparent timelines:** Shared milestones visible to all parties
- **Proactive communication:** Weekly updates minimum, instant updates on key developments
- **Connected professionals:** Agent, solicitor, mortgage broker, surveyor all in communication
- **Digital tools:** Online portals for tracking progress, uploading documents, messaging

### Implementation
- Create a "move management" service as part of your offering
- Provide a welcome pack at instruction with clear timescale expectations
- Weekly update emails/calls to all parties
- Escalation protocol: if any party is unresponsive for 48 hours, escalate
- Post-completion follow-up: thank you, review request, referral ask

---

## Firewave Subscriber Briber Concepts

Subscriber bribers are digital lead magnets offered in exchange for an email address. They fuel your marketing funnels.

### Rules for Effective Subscriber Bribers
1. **Specific title** — so you learn something about the subscriber when they download
2. **Genuinely helpful** — if it's not useful, they won't trust you
3. **Professional design** — branded PDF, well-formatted, with images
4. **Clear CTA inside** — every guide should end with an invitation to book a free market appraisal or valuation
5. **Evergreen** — create once, use forever

### Subscriber Briber Ideas
- **"A Guide for First-Time Buyers in [Area]"** — attracts first-time buyers
- **"A Guide for First-Time Sellers in [Area]"** — attracts first-time sellers
- **"Your Guide to Selling When Upsizing"** — attracts growing families
- **"Your Guide to Selling When Downsizing"** — attracts empty nesters / retirees
- **"Selling a Probate or Inherited Property"** — attracts executors
- **"A Guide to Selling Due to Divorce or Separation"** — attracts separating couples
- **"A Guide to Selling Property to Pay for Care Fees"** — attracts families of elderly
- **"How to Sell Your Home for the Asking Price in 30 Days"** — broad appeal
- **"Your Home Moving Checklist"** — broad appeal
- **"Moving with a Busy Family"** — attracts families
- **"Planning to Sell? Your Complete Guide"** — broad appeal
- **"[Area] Property Market Report [Quarter/Year]"** — attracts investors and curious homeowners

### Funnel Integration
Each subscriber briber should feed into a dedicated email nurture sequence:
1. Email 1 (immediate): Deliver the guide
2. Email 2 (Day 3): Related tip or article
3. Email 3 (Day 7): Case study or testimonial
4. Email 4 (Day 10): FAQ or myth-busting
5. Email 5 (Day 14): CTA — book a free, no-obligation market appraisal

---

## UK-Specific Legal & Financial Information

### Conveyancing Process (England & Wales)
1. **Instruct a solicitor/conveyancer** — as soon as sale agreed or purchase offer accepted
2. **Seller's solicitor prepares the draft contract** — includes title information, property information forms (TA6, TA10), fittings and contents form (TA10)
3. **Buyer's solicitor orders searches:** Local authority, environmental, water & drainage, chancel repair liability
4. **Buyer's solicitor raises enquiries** — questions about the property based on search results and title review
5. **Seller's solicitor responds to enquiries**
6. **Mortgage offer issued** (if applicable)
7. **Report on title** — buyer's solicitor summarises findings and advises the buyer
8. **Exchange of contracts** — both parties sign. Deposit paid. Completion date fixed. LEGALLY BINDING.
9. **Pre-completion searches** — bankruptcy search, priority search at Land Registry
10. **Completion** — money transfers. Keys handed over. Ownership transfers.
11. **Post-completion** — Stamp duty paid (within 14 days). Transfer registered at Land Registry.

### Stamp Duty Land Tax (SDLT) — England & Northern Ireland
Current rates (always verify — rates change at fiscal events):

**Standard rates (residential):**
- £0–£250,000: 0%
- £250,001–£925,000: 5%
- £925,001–£1,500,000: 10%
- Over £1,500,000: 12%

**First-time buyer relief:**
- £0–£425,000: 0%
- £425,001–£625,000: 5%
- Properties over £625,000: no relief, standard rates apply

**Higher rate (additional properties):**
- +3% surcharge on top of standard rates
- Applies if you own another property at completion (with some exceptions)

**IMPORTANT:** SDLT rates change regularly. Always check current rates at gov.uk/stamp-duty-land-tax or advise clients to check with their solicitor.

**Scotland:** Land and Buildings Transaction Tax (LBTT) — different rates
**Wales:** Land Transaction Tax (LTT) — different rates

### Energy Performance Certificate (EPC)
- **Legally required** before marketing a property for sale or rent
- Rates the property's energy efficiency from A (most efficient) to G (least)
- Valid for **10 years**
- Cost: typically £60–£120
- Includes recommendations for improving energy efficiency
- **Minimum EPC rating for rentals:** Currently E (proposals to raise to C)
- Must be provided to potential buyers at the earliest opportunity

### Leasehold vs Freehold
- **Freehold:** You own the property and the land outright. Most houses are freehold.
- **Leasehold:** You own the property for a set period (the lease term) but not the land. Most flats are leasehold.
- **Key leasehold considerations:**
  - Remaining lease term — below 80 years, mortgage lenders become reluctant. Below 70 years, property value drops significantly.
  - Ground rent — annual charge. Under the Leasehold Reform (Ground Rent) Act 2022, new leases must have ground rent of zero ("peppercorn").
  - Service charge — covers building maintenance, insurance, communal areas
  - Lease extension — possible but can be expensive. You have the right to extend after 2 years of ownership.

### Council Tax
- Every property has a council tax band (A–H in England, A–I in Wales, A–H in Scotland)
- Based on the property's value as at 1 April 1991 (England & Scotland) or 2003 (Wales)
- Buyers should check the band before purchasing — it affects monthly costs significantly
- Single occupant discount: 25% reduction
