When Home-Buyers become profit centres

It’s easy to forget that buying a home is supposed to be exciting. But with every new story of hidden agendas, gatekeeping, and profit-driven decisions, it becomes harder to feel like the system is working for you.

Recent investigations have brought something to the surface that many buyers already suspect, that estate agents aren’t always putting buyers or even sellers first. In some cases, they’re putting commission before common sense.

This isn’t just about isolated incidents or bad apples. It’s about a structure that allows, and in some cases encourages, behaviours that work against the people actually trying to move home.

One agency was found to favour buyers who took out their in-house mortgage or conveyancing products. These individuals were given priority over others, including a cash buyer who may have offered more for the property. Why? Because the buyer who signed up for more in-house services could generate more revenue for the agency, potentially up to £10,000 from one deal alone.

The term used internally - “Hot buyer.” Not based on financial position. Not based on readiness to move. Based on what they’d signed up to buy along the way.

If you’ve ever wondered why your offer didn’t progress, why you were pushed toward a particular broker, or why a property disappeared before you even had a chance — this might sound uncomfortably familiar.

The problem isn’t just unethical sales tactics. It’s that the system quietly supports them. Most buyers move home once or twice in a lifetime. Agents do it every day. That knowledge gap creates a perfect environment for blurred lines, rushed decisions, and a lack of transparency.

That’s why we’re building I’m Buying.

Not to replace estate agents. Not to punish the industry. But to give buyers the tools, visibility and control they’ve been missing. We want to make the process clearer, not murkier. We want you to see what’s happening, understand what’s next, and feel equipped to make decisions without pressure.

We’re not shocked by the latest headlines — but we are motivated by them.

Because it’s time the buying process worked for buyers, not just for the businesses behind the scenes.

If that resonates, we’re here to help.

Join us