London condo listing still unsold after 93 days: what should the service actually cover?

M

mellow_quill

Homeowner
My London condo has now been listed for 93 days at around £304,200, and I’m deciding whether to renew the current arrangement or separate photography from the sales work. Providers use “listing photography” for wildly different packages: some appear to include negotiation and document coordination, while others make an introduction and disappear.

What should the written scope reasonably include—images, floor plan, revisions, publishing, enquiry handling, offer negotiation and support through exchange and completion? I also want clear fees, response times, local knowledge and one accountable contact. What evidence would you request before signing again?
 
Photography and sales progression should be priced as separate items even if one firm supplies both. For the images, get the number of edited photos, floor plan, turnaround time, usage rights, reshoot terms and cancellation cost in writing. For the agency work, ask exactly who handles enquiries, negotiations and the period between offer acceptance and completion. “We coordinate everything” is too vague.
 
The missing fact is why it has sat for 93 days. Have there been viewings, offers or repeated comments about price, presentation or the building? Better photos cannot fix an unrealistic asking price or a problem appearing in the property information. Ask for the enquiry and viewing trail before paying for another shoot.
 
One accountable contact may be worth more than splitting the work. I would keep a combined package if the quote itemises photography, portal advertising, enquiry handling, negotiation and sales progression, with a named person responsible for each stage. Add deadlines for acknowledging enquiries, reporting viewing feedback and handing matters over when the main contact is unavailable. Without that detail, the convenience of one provider only hides what the £304,200 listing fee is buying.
 
Also establish whether “condo” here is a leasehold flat, share of freehold or something else. In London, questions about the lease, service charges, building management and any planned works may affect buyer confidence more than a new set of photographs. Don’t wait for an offer before finding out which property documents are available and who must obtain anything missing.
 
The cash downside is not just the new fee. Changing provider may mean another photography charge, duplicated marketing costs or an obligation under the existing agreement. Read the termination and payment wording before moving. I would ask each candidate for one all-in figure, a list of possible extras, when each amount becomes payable, and what happens if no sale completes.
 
For independent evidence, compare the proposed images and description with current competing London listings near the same price rather than relying on a curated portfolio. Ask to see a complete example of a listing package, with private details removed, and a sample progression schedule. You are looking for consistent presentation and a visible chain of responsibility, not merely a few impressive wide-angle shots.
 
A practical fallback would be a short written improvement plan before renewing: assess price and feedback, identify any missing property information, specify a photography deadline, then set dates for reviewing enquiries and viewings. If the provider will not commit to that or name a backup contact, commission the media separately and compare sales providers on their actual post-offer scope. Keep every instruction, fee change and promised response time in email.
 
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