Selling Trust, Not Targets: What the Panorama Exposé Means for You
When BBC Panorama went undercover at two major estate agents, what they uncovered was unsettling - but sadly, not shocking. From inflated valuations to pressuring buyers into in-house services, the programme revealed a culture of profit over people. Here's why it matters - and how, as an independent agent, we have a much different approach...
When BBC Panorama lifted the lid on how some of the UK’s biggest estate agencies are treating buyers and sellers, the findings were disappointing - but not surprising.
The investigation revealed a culture driven more by quotas and commissions than by care or clarity. And while it’s tempting to brush off stories like these as "just how the industry works", we think it’s time for a different conversation - about transparency, our own ethos and doing right by people.
The Panorama Programme – A Snapshot
Undercover journalist Lucy Vallance joined both Connells and Purplebricks, witnessing first-hand what many buyers and sellers have long suspected: Buyers being encouraged - or pressured - to use in-house mortgage and conveyancing services, with some told their offer would only be taken seriously if they complied.
Sellers being won over with sky-high valuations, only to be nudged into price drops weeks later when the initial interest failed to materialise.
It’s not just disingenuous. In some cases, it’s legally dubious.
Commission Before Clients?
At the heart of the programme was a clear theme: profits were prioritised over people.
Referral fees, mortgage leads, conveyancing kickbacks - all tied to performance targets, with little regard for whether the advice was genuinely in the client's best interest.
To put it plainly: the lines between helping someone buy or sell a home, and hitting a monthly figure, have been badly blurred.
Why It’s Often Different When You’re Independent
As an independent agency, Cope & Co. doesn’t answer to shareholders or sales boards. We don’t have mortgage departments tucked behind closed doors or staff incentives based upon how many houses we have instructed and listed.
We rely on something altogether more valuable: trust.
Trust from clients who recommend us because we’ve been honest—even when it wasn’t the easy option.
Trust from buyers who know we’ll present their offer fairly, regardless of where they got their mortgage.
Trust from landlords and sellers who want advice tailored to their goals—not what’s trending in a sales meeting.
We’re accountable to the people in our community, not a head office miles away.
What Can You Do as a Seller or Buyer?
The Panorama investigation rightly raised concerns - but it also gave consumers a valuable nudge: don’t be afraid to ask questions.
Over the past few years, many once-independent estate agents have quietly been acquired by large corporate chains - including Connells - often with little fanfare and even less transparency. The branding might stay the same, but behind the scenes, decisions are now driven by shareholders, not local priorities. For sellers who deliberately choose an independent agent for their personal touch, flexibility, and local insight, this can feel like a bait and switch.
In Derbyshire, there are 3 Connells owned 'independent' agents - however, I'm not naming them in this blog as I may come across as bitter and twisted and just using the Panorama program as an opportunity to slur other agents, and that's not me.
If you really do value independence, it’s worth asking who really owns the name above the door.
Whether you’re selling your home or making your first offer, here are some things to keep in mind:
Challenge high valuations: If it sounds too good to be true, it probably is.
Ask if any fees are earned through referrals: It’s not illegal, but it should be disclosed - and explained.
Insist that all offers are presented fairly: It’s the law, and you deserve transparency.
Choose advice over upsells: A good agent will never force a mortgage conversation just to make a margin.
The Industry Response (and Why It’s Not Enough)
Trade bodies and industry leaders were quick to condemn what was shown—but for many professionals, the damage is already done.
There’s a growing call for reform; a dedicated property regulator; a compulsory code of conduct; tighter rules on referral fees and in-house upselling. Until then, choosing a trusted, independent agent might be the most powerful decision a seller or buyer can make.
Why We’re Built Differently
At Cope & Co., we’ve always believed that good advice travels further than a hard sell. That relationships matter more than volume. That long-term success is earned through consistency, not commission.
We’ll never overvalue your property to win the instruction, nor ask your buyer to jump through hoops just to be heard. It’s not how we work—and it never will be.
You’ll find no small print, no in-house arm-twisting, and no scripts written in London. Just honest, committed, and human service that puts people first.
If you’ve watched the Panorama programme and come away disheartened, you’re not alone. But not all agents are the same.
At Cope & Co., we’re not here to game the system. We’re here to guide you through it - with care, clarity, and just the right amount of backbone.
If you didn't watch it and want to, here's the link to BBC iPlayer: WATCH IT
If you’ve got questions, we’ve got time.
CALL OUR SALES TEAM ON 01332 300150
