Historically, winning an instruction was all about the appointment itself—a single moment in time where the valuer’s performance could outshine competitors. If the valuer failed to impress, the decision often boiled down to fees, with the cheapest agency coming out on top.
But today, it’s clear there’s a better way to swing the odds in your favour. Agencies can not only win instructions more reliably but also command better fees. And beyond that, there’s the opportunity to elevate your entire brand, creating an impression that resonates far beyond a single market appraisal.
Success now hinges on carefully planned touch points that surround the appointment—before, during, and after—creating a seamless client experience. Let’s break this down.
1. First impressions: handling the enquiry
It starts the moment the phone rings. How is the enquiry handled? Does the person answering the phone sound friendly, professional, and confident? Are they the type of person who makes your business feel like one the homeowner would want to work with?
Leading agencies understand the importance of this touch point. Some won’t even let new starters into their offices until they’ve completed months of intensive training in a controlled environment, honing their phone and interpersonal skills to reflect the company’s standards. Every interaction is an opportunity to impress.
2. Appointment confirmation: making it personal
Think the appointment confirmation is a formality? Think again. It’s an opportunity to deliver something memorable. Use it to introduce the valuer in a personal, professional way—positioning them as an experienced expert with values that resonate with your target audience.
By the time the valuer arrives, they should already have a competitive edge. The homeowner should feel like they’re meeting someone they trust, not a stranger.
3. During the appointment: structured and impactful
The day of the market appraisal is, of course, critical. Traditionally, the agenda involves clarifying the owner’s position, touring the property, and providing a valuation. But to stand out, agencies must do more.
Have a structured pitch with clear, compelling key messages. Use visuals to support your claims and data to back up your recommendations. A digital device can be a game-changer, allowing you to present a professional, interactive experience.
Your goal is to go beyond simply stating the value of the property. You need to communicate why you’re the best choice—not just verbally, but visually and emotionally.
4. After the appointment: follow-up that makes an impact
The follow-up is often where agencies fall short. Many still send a standard valuation letter—uninspiring and forgettable. Instead, seize this opportunity to deliver something truly impactful.
Craft a follow-up that clearly outlines why your agency is the right choice. Highlight your unique selling points, supported by evidence and thoughtful recommendations. This is especially important for reaching decision-makers who weren’t present at the appointment. By positioning your agency as the most professional and capable choice, you reduce the likelihood of the decision being based purely on fees.
A well-thought-out marketing strategy, combined with a polished and professional presentation, justifies a higher fee and instils confidence in homeowners.
5. Ongoing engagement: nurturing prospects
Not every prospective client is ready to sell immediately. But that doesn’t mean they should be forgotten.
Continue building on the positive experience they’ve already had by sending personalised, valuable content over time. Done correctly, this approach achieves high engagement rates, keeping your brand front of mind. When the time does come for them to sell, your agency will be the obvious choice.
Shifting the focus from the pitch to the process
Winning instructions is no longer just about what happens during the market appraisal. By creating a consistent and impactful client experience across every touch point, agencies can elevate their brand, secure more instructions, and command better fees. It’s not just about building rapport on the day; it’s about communicating your unique strengths clearly and consistently, before, during, and after the appointment.
Start thinking beyond the traditional pitch moment. Success lies in the details of a carefully crafted process that sets your agency apart at every step.
