Sellers still don’t understand property jargon - and that’s a big opportunity for Estate Agents

Estate Agents work with property terminology every day, but our new consumer research suggests many sellers still struggle to understand some of the industry’s most common phrases.

The findings highlight a growing opportunity for agents to stand out through clearer communication, simpler explanations and stronger guidance throughout the moving journey.

Property language is still confusing consumers

iamproperty’s latest naming research surveyed 1,000 people across England and Wales who were selling, had recently sold, or were considering selling a property.

Our research found:

• Only three terms were completely understood by more than half of respondents
• “Private Treaty” and “SSTC” were among the least understood terms
• 26% said they were unsure what “Private Treaty” meant
• 21% were unsure about “Standard Enquiries”
• 19% were unsure what “SSTC” meant

Meanwhile, more familiar terms performed far better:

• 67% said they knew exactly what “Completion” meant
• 57% fully understood “Auction”
• 56% fully understood “Exchange”

The findings suggest that even experienced movers can find industry terminology unclear.

Simplicity is becoming more valuable

The research also showed consumers are increasingly prioritising clarity and certainty in the moving process.

Across iamproperty’s wider consumer tracking research:

• 93% said knowing the other party is fully committed to the sale is important
• 91% said a simple, easy-to-understand process matters
• 90% wanted more certainty around completion timelines
• 89% wanted better communication between all parties
• 87% said a faster process was important

This aligns with what many agents are already seeing on the ground – consumers are becoming less tolerant of complexity, delays and uncertainty.

Consumers respond well to choice – if it’s explained properly

The naming research also explored how consumers responded to different methods of sale, including The Modern Method of Auction (MMoA), Exchange Ready and Sale Ready.

One of the most interesting findings was that education mattered more than the terminology itself.

After consumers were given more information:

• 68% had a positive perception of MMoA
• 64% viewed Exchange Ready positively
• Sale Ready was the preferred option across both naming routes
• 84% said they responded positively to being offered a range of sales methods

However, the research also found that sellers expect agents to explain trade-offs clearly and help guide them towards the right route for their circumstances.

Communication is becoming a competitive advantage

Today’s sellers are not simply choosing the agent with the biggest brand presence or lowest fee.

Increasingly, they are looking for:

• reassurance
• transparency
• certainty
• clearer timelines
• simpler communication

Research from iamproperty’s Consumer Auction Tracker also found that:

• 92% of consumers value commitment to the sale
• 92% believe upfront Material Information would improve the moving experience
• 68% have a positive view of greater digitalisation if it speeds up the process

The agents who simplify complexity and explain processes clearly are likely to build stronger trust from the very beginning.

The opportunity for Estate Agents

Property transactions will probably never feel completely stress-free. But clearer communication can remove a huge amount of uncertainty for consumers.

Whether it’s explaining methods of sale, breaking down legal terminology or helping sellers understand timelines and risks, agents have an opportunity to position themselves not just as negotiators – but as trusted guides through the moving process.

And in today’s market, that guidance may be more valuable than ever.