Eleven of the top 15 hybrid/online agents now charge on a ‘no sale, no fee’ basis, or offer an option to do so, begging the question as to whether overwhelming market leader Purplebricks will follow.

Yopa – backed by Savills and LSL – yesterday became the latest online agent to offer such a ‘no sale, no fee’ option.

It now offers a flat rate fee of either £1,495 or £2,695 depending on where clients live as a ‘no sale, no fee’ option.

That’s more than its traditional fee structure, which costs either £839 or £1,399, with the option to pay upfront or through a ten-month payment plan.

It is backing up the change with two new national TV ads and national radio ads.

The move means that of the top 15 hybrid/online estate agencies by listings (as ranked by a mystery league table published last year), the only firms believed not to offer a ‘no sale, no fee’ option are Purplebricks, Tepilo and Doorsteps.

Eleven other brands in the list all offer some sort of ‘no sale, no fee’ option, or in the case of easyProperty, it charges £295 upfront and a completion fee of £595.

It is not known how a 12th firm, Excel Estate Agency, charges its clients and EYE has been unable to reach the business at the time of writing.

In order of the ranking of the top online/hybrid estate agencies in the UK by number of available properties in December, EYE has attempted to establish what fee options these businesses offer:

1) Purplebricks: a flat fee of £849 or £1,199 in London and surrounding areas. No ‘no sale, no fee’ option available.

2) Express Estate Agency: charges on a ‘no sale, no fee’ basis with a typical fee of 1-1.5%.

3) Yopa: flat fee of £839 or £1,399, or a ‘no sale, no fee’ option of £1,495 or £2,695, depending on location.

4) HouseSimple: standard flat fee of £695, or £1,495 on a ‘no sale, no fee’ basis, payable on completion.

5) EasyProperty.com: recently dropped deferred payments and now charges £295 upfront and £595 on completion, as of January 2018.

6) Emoov.co.uk: standard flat fee of £795 upfront, or £1,495 ‘no sale, no fee’ option, payable on completion.

7) Tepilo: fixed fee from £645 (for the Essential package, £895 for the Classic package, or £1,295 for the Premium package). No ‘no sale, no fee’ option available.

8) Springbok Properties: offers a ‘no sale, no fee’ package “guaranteed”. EYE has contacted Springbok for further details.

9)  Doorsteps.co.uk: three fee options at £99 inc VAT, £199 inc VAT, £499 inc VAT. It does not offer a ‘no sale, no fee’ option.

10) EweMove: operates on a ‘no sale, no fee’ basis. EYE has asked for further details on typical fees.

11) House Network: a flat fee of £795 with no VAT or extras, or a £1495 ‘no sale, no fee’ option.

12) Hatched.co.uk: upfront flat fee of £495, or a payment deferred option of £895. Offers a traditional ‘no sale, no fee package’. EYE has requested further details.

13) Open House Estate Agents: managing director Alex Morrison explained that agents are free to choose their charging structure but that around 80% charge on a ‘no sale, no fee’ basis, with a typical fee of 0.75%.

14) Excel Estate Agency: EYE contacted Excel Estate Agency but no-one was immediately available and there are few details of its charging structure available.

15) Settled: charges a flat fee of £2,200 on a ‘no sale, no fee’ basis.

The question now is whether Purplebricks will move to a ‘no sale, no fee’ model. Analysts do not seem to think so.

One sector insider told us: “Their model is very much ‘list it’ rather than ‘sell it’. I don’t think it would stack up commercially for them to not be paid for months on a high proportion of listings and to have to add hundreds of sales progressors to ensure they got the ‘no sale, no fee’ deals completed.

“My understanding is they don’t even check chains or buyer finances and so they’re way behind the curve on this.

“As far as I understand it, they have just 40 ‘post-sale consultants’ overseeing 15,000 sales. Adding ‘no sale, no fee’ would dilute their upfront proposition.”

A spokesman for Purplebricks said: “Should our customers tell us they would like the choice to pay higher fees for the same quality service and that they don’t mind subsidizing those who don’t sell then consideration will always be given to meeting our customers needs.

“At the moment thousands every month tell us they prefer a fair, fixed fee.”