Overview
Goodfellows is an estate and letting agent based at 99-101 London Road, Morden, SM4 5HP. The business trades from 8 offices under the same website (goodfellows.co.uk). The registered business name is EAGF Ltd. Companies House number 07223255. It has been trading since 2010-04-14. It belongs to The Property Ombudsman redress scheme. On the Find a Local Agent score it ranks 10th of 33 estate agent offices in Merton (2026-10-19).
In 2025 our market records place Goodfellows in 2 local agent league tables on 2 occasions. At its best it ranked 3rd of 76 agents in Morden (September 2025), with 25 homes for sale of 357 in the area (7% share). In the most recent capture (September 2025) it was 3rd of 76 in Morden with 25 homes, a 7% share.
Homes in the SM4 postcode district sold for a median £475,000 across 235 sales in the last 12 months. Across Merton the average price is £615,890 (July 2026), +12.7% over ten years and 7.0× its January 1995 level. Since 1995 the median sold price in SM4 has moved from £71,000 to £488,500 across 15,273 recorded sales. 28 estate and letting agent offices on the register are based in SM4.
Market position and ranking
10/33 in Merton on the Agent Score (70/100, provisional: 25% data) · 3 of 7 in SM4 · 10 of 33 in Merton · 553 of 1,694 in London
How Goodfellows has ranked against every other agent advertising homes in the same towns, from the register’s historical market records between 2025 and 2025.
Homes for sale over time
Homes this branch was advertising, by town league table
Share of local stock
Its homes as a share of all homes for sale in the town
League position
Rank among all agents in the town (1 = most homes)
Ranking by location, latest capture
| Location | Captured | Rank | Homes for sale | Share of local stock |
|---|---|---|---|---|
| Morden | 2025-09 | 3of 76 | 25of 357 | 7% |
| Mitcham | 2025-09 | 7of 59 | 8of 298 | 3% |
The Morden market it trades in
76 agents advertising 357 homes, average asking price £528,572, 40 new in the previous 14 days. Recorded 2025-09-08.
All homes for sale in Morden
Total advertised by every agent, each capture
Average asking price in Morden
All agents’ homes for sale
| # | Agent | Homes | Share |
|---|---|---|---|
| 1 | DextersThe Broadway, London, SW19 1RF | 32 | 9% |
| 2 | Barnard Marcus107 London Road, Morden, Surrey, SM4 5HP | 28 | 8% |
| 3 | Goodfellows103 London Road, Morden, SM4 5HP | 25 | 7% |
| 4 | Foxtons- 49 Mitcham Rd, London,Tooting,London,SW17 9PB | 20 | 6% |
| 5 | EllisonsCrown Lane, Morden, SM4 5BL | 19 | 5% |
| 6 | Andrews Estate Agents84, London Road,, SM4 5BA | 17 | 5% |
| 7 | Andrews Estate Agents5-7 Upper Green East, Mitcham, CR4 2PE | 14 | 4% |
| 8 | Barnard Marcus245 Wimbledon Park Road, Southfields, London, SW18 5RJ | 14 | 4% |
| 9 | eddisonwhite34 Christchurch Road, London, SW19 2NX | 14 | 4% |
| 10 | Goodfellows7/8 Fairgreen Parade London Road, Mitcham, CR4 3NA | 11 | 3% |
| 11 | Hawes & CoThe Broadway, London, SW19 1QE | 11 | 3% |
| 12 | Kinleigh Folkard & HaywardWimbledon Hill Road, London, SW19 7QW | 10 | 3% |
| 13 | Hawes & CoCoombe Lane, London, SW20 0LA | 9 | 3% |
| 14 | EllisonsQueens Road, London, SW19 8PF | 8 | 2% |
| 15 | FoxtonsWimbledon Hill Road, London, SW19 7QW | 8 | 2% |
| 16 | Barnard Marcus1 Langdale Parade Upper Green East, Mitcham, Surrey, CR4 2PF | 6 | 2% |
| 17 | Ellisons127 High Street. Colliers Wood, London, SW19 2HR | 6 | 2% |
| 18 | Rice & Roman46, High Street, Esher, KT10 9QY | 6 | 2% |
| 19 | Tennison Property312 Kingston Road, London, SW20 8LX | 6 | 2% |
| 20 | C James & Co190-192, High Street Colliers Wood, London, SW19 2BN | 5 | 1% |
Stock on the market
Stock breakdown coming
Homes for sale by price, bedrooms, property type, time on the market and postcode appear here once our crawler has read goodfellows.co.uk. Agents can speed this up by claiming the profile.
Sales performance
Asking price achieved and time to sell
We match each home an agent lists to its HM Land Registry completion to measure the price achieved against asking and the time from listing to completion. Results appear here once enough of this branch’s listings have completed, usually three to six months after we first read its website.
Reviews
Reviews left on Find a Local Agent
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The blended rating blends verified reviews left here, Google ratings shared by agents who connect their Business Profile, and ESTAS customer-service ratings. Ratings refresh nightly.
Online presence
Profiles are found by reading the links on the agent’s own website. Follower counts and posting activity will be added as they are collected.
The local market
Average prices across Merton since January 1995, and what has sold in SM4 in the last year. Merton averages £615,890 in July 2026, +9.0% over five years and +12.7% over ten.
Average house price, Merton
UK House Price Index, monthly
Homes sold each year, Merton
Completed sales recorded in the House Price Index
Sold prices in SM4 since 1995
Median price each year by property type, HM Land Registry
Homes sold each year in SM4
15,273 completed sales since 1995
Sales per month in SM4
HM Land Registry completions, last 12 months
What sold in SM4
Completions by property type, last 12 months
| Median sold price, SM4 | £475,000 | Sales, last 12 months | 235 |
|---|---|---|---|
| Detached | — | Semi-detached | £612,000 |
| Terraced | £521,000 | Flat | £320,000 |
Other agents in SM4
| Office | Type and group | Homes for sale |
|---|---|---|
| Ashley Whitehouse powered by eXp | Estate and letting agent (self-employed, network)eXp UK (self-employed network) | 16today |
| Turners Estate Agent | Estate agentIndependent | 11today |
| Andrews Estate Agents | Estate agentAndrews Property Group | 5recorded 2025 |
| Ellisons Estate Agents | Estate and letting agentIndependent | 5recorded 2025 |
| Barnard Marcus | Estate and letting agentConnells Group | 4recorded 2025 |
| Advan Properties Limited TA Ad1 Properties | Letting agentIndependent | 2today |
| Arfan Riaz Powered by eXp | Estate and letting agentIndependent | 0today |
| DAS Property Enterprise Limited | Letting agentIndependent | — |
| Drury & Cole Ltd | Letting agentIndependent | — |
| Eliver properties ltd | Letting agentIndependent | — |
| Estaex Limited | Letting agentIndependent | — |
| FPP Management Ltd T/A FPP Developers | Letting agentIndependent | — |
| Goodfellows Lettings & Management | Letting agentIndependent | — |
| KVS PROPERTY MANAGEMENT LTD | Letting agentIndependent | — |
| NOVEL HOUSING LIMITED | Letting agentIndependent | — |
| Nested | Estate and letting agentIndependent | — |
| Property Masters International ltd | Letting agentIndependent | — |
| SJ Urban Property Solution Ltd | Letting agentIndependent | — |
| Sam Bedford Properties LTD | Letting agentIndependent | — |
| Sandton Management Ltd | Letting agentIndependent | — |
All agents in Merton · Demographics and area data on Property Data
Other Goodfellows offices
7 other offices share the website goodfellows.co.uk.
- GoodfellowsMerton CR4 3NA
- Goodfellows Lettings & ManagementMerton SM4 5HP
- Fine & CountrySutton SM3 8BU
- GoodfellowsSutton SM3 9HE
- GoodfellowsSutton SM5 3LB
- GoodfellowsSutton SM3 8RQ
- Goodfellows Lettings & ManagementSutton SM3 8JW
Company history
- Cooke, Jonathan Alistair appointed director
- Fitzgerald, Sapna Bedi appointed secretary
- Incorporated as Eagf Ltd (Companies House 07223255)
- Humphreys, Martin John appointed director
- Lines, Christopher Marcus Maxwell appointed director
- Morgan, George Davd appointed director
- Slattery, Marc Anthony appointed director
- Slattery, Marc Anthony resigned
- Roberts, Geoffrey Michael appointed director
- Barker, Greig appointed director
- Roberts, Geoffrey Michael resigned
- Cooke, Jonathan Alistair resigned
- Lines, Christopher Marcus Maxwell resigned
- Keating, Bernadette appointed director
- Morgan, George Davd resigned
- Barker, Greig resigned
- Akhurst, Adam Giles appointed director
- Fitzgerald, Sapna Bedi resigned
- Stopped trading as Gfea Limited
- Heanley, Lucie Frances appointed director
- Best recorded league position: 3rd in Morden
- First appears in our market records (Morden)
- Robinson, Michael appointed director
Previous registered names: Gfea Limited (until 2023-05-24).
Officers
| Name | Role | Appointed | Resigned |
|---|---|---|---|
| Humphreys, Martin John | director | 2010-05-28 | |
| Keating, Bernadette | director | 2017-04-12 | |
| Akhurst, Adam Giles | director | 2023-05-05 | |
| Heanley, Lucie Frances | director | 2025-01-08 | |
| Robinson, Michael | director | 2025-10-01 | |
| Cooke, Jonathan Alistair | director | 2010-04-14 | 2015-08-01 |
| Fitzgerald, Sapna Bedi | secretary | 2010-04-14 | 2023-05-05 |
| Lines, Christopher Marcus Maxwell | director | 2010-05-28 | 2017-04-06 |
| Morgan, George Davd | director | 2010-05-28 | 2017-09-14 |
| Slattery, Marc Anthony | director | 2011-10-03 | 2014-01-24 |
| Roberts, Geoffrey Michael | director | 2014-02-01 | 2015-05-01 |
| Barker, Greig | director | 2015-05-01 | 2019-11-25 |
| Brown, David Seeley | director | 2015-08-01 | 2016-05-01 |
| Young, Gregory Winston | director | 2016-05-01 | 2023-05-05 |
| Buck, Helen Elizabeth | director | 2018-08-20 | 2023-03-31 |
| Hardy, Paul | director | 2019-11-25 | 2021-05-01 |
| Bisset, Peter | director | 2021-05-01 | 2023-05-05 |
Source: Companies House, company 07223255; Find a Local Agent historical market records.
Questions and answers
Is Goodfellows a leading agent in Morden?
Our records rank it 3rd of 76 agents in Morden by homes for sale in September 2025, with 7% of local stock.
How long has Goodfellows been trading?
Since 2010-04-14, about 16 years.
Which redress scheme is Goodfellows a member of?
The Property Ombudsman.
What do homes sell for near Goodfellows?
A median £475,000 in SM4 over the last 12 months (HM Land Registry, 235 sales).
Sources and freshness
| Source | Coverage |
|---|---|
| Find a Local Agent historical market records (town league tables) | 2 snapshots, 2025–2025 |
| HM Land Registry Price Paid Data, full history (OGL) | SM4, 1995 to 2026, 15,273 sales |
| UK House Price Index, HM Land Registry (OGL) | Merton, January 1995 to July 2026 |
| HM Land Registry Price Paid Data (OGL) | SM4, last 12 months |
| Companies House (free company data product) | 07223255, Active |
| The Property Ombudsman and Property Redress Scheme registers | Office details, February 2026 |
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