Almost nine in 10 home sellers say the valuation appointment is important when deciding which estate agent to instruct, according to research from GetAgent.
A survey of UK homeowners who have sold a property during the past year finds 86% consider the valuation appointment an important factor in their choice of agent.
Almost half, 47%, describe the appointment as very important, highlighting the significance of the initial face-to-face meeting in converting potential sellers into instructions.
But the research suggests agents are being judged on more than the valuation figure, with the presentation, speed and consistency of their follow-up material also influencing sellers.
PRESENTATION MATTERS
Almost six in 10 sellers, 59%, say the quality and presentation of an agent’s valuation report influenced which firm they eventually chose.
More than two-thirds, 69%, say a professionally designed valuation report would give them greater confidence in an estate agent.
Consistent branding also appears to influence perceptions, with 81% saying an agency looks more professional when its valuation report, website, marketing materials and communications share the same branding.
Speed is another consideration. More than half of sellers, 51%, expect to receive their valuation report within 24 hours of the appointment.
WINNING INSTRUCTIONS
Colby Short (main picture, inset), Co-founder and CEO of GetAgent, says: “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.”
