Any good estate agent will already know that the valuation appointment is a crucial opportunity to win – or lose – an instruction.
But new research has put a figure on just how much it matters.
A GetAgent survey found 86% of sellers consider the valuation appointment important when choosing which agent to instruct, with 47% describing it as very important.
The research, based on UK homeowners who sold during the past year, also suggests that what happens after the appointment can help determine who wins the instruction.
Valuation reports can help seal the instruction
Almost six in 10 sellers (59%) said the quality and presentation of an agent’s valuation report influenced which firm they chose.
Meanwhile, 69% said a professionally presented report would give them greater confidence in an estate agent.
Consistency also matters. Some 81% said an agency appeared more professional when its valuation report, website, marketing materials and communications used consistent branding.
Sellers expect a quick follow-up
Speed matters too.
More than half of sellers (51%) expect to receive their valuation report within 24 hours of the appointment.
For agents, the message is straightforward: getting through the door is only the first hurdle. The valuation appointment, quality of the follow-up and speed of response can all influence who ultimately gets the instruction.
Colby Short, co-founder and CEO of GetAgent, said: “Lead generation is incredibly important for any estate agent. We’re committed to getting quality agents through the door to meet sellers considering their next move. That introduction creates an opportunity, but the valuation appointment is where a seller starts to see what working with an agent would be like.
“They’re weighing up more than the valuation figure. They want confidence in the agent’s knowledge of the local market, their understanding of the property, the price they believe they can achieve and how they plan to market the home.
“Our research shows that the impression carries on beyond the appointment. The quality and consistency of an agent’s materials and communications matter to sellers, as does receiving the valuation report promptly. It’s the whole experience that shapes their decision.”
