Zoopla’s latest research into seller behaviour reveals a significant gap between what estate agents think motivates vendors and what really does.
Based on a YouGov survey of 1,000 homeowners who have sold a property in the past five years, and an Opinium survey of 100 agents, the results show a surprising mismatch between agents’ assumptions and sellers’ actual priorities.
And while agents may believe they’re winning business with promises of best-price negotiations, consumers are focusing elsewhere.
The standout finding is the continued dominance of the valuation pitch. Nearly half (49%) of homeowners invite three agents to value their property before choosing one – a figure closely matched by agents’ expectations (54%).
ESSENTIAL RESEARCH
However, 15% of sellers still go with just one agent from the outset, making preparation and research essential for any agent trying to convert a valuation into an instruction.
Supporting this trend is the launch of Zoopla’s new vendor product, Prospect Plus, which is designed to sharpen an agent’s pitch by delivering more detailed seller insights such as valuation goals and saved property searches.
DECISION TIME
So what actually sways a seller’s final decision?
According to the research, the most important factor is local presence, with 20% of sellers choosing an agent who is visibly active in their area.
A further 13% are influenced by an agent’s local reputation and word-of-mouth recommendations, signalling that trust and brand awareness outweigh price or digital marketing flash.
In contrast, agents cited negotiating the best price (11%) and financial services support (11%) as key deciding factors.
But these barely register among sellers themselves. In fact, mortgage support ranked last for consumers.
Finally, past experience and personal recommendations remain powerful: 30% of sellers instructed an agent they had used before, and 14% acted on a recommendation from family or friends.
BUILDING TRUST
Rich Hayes, Chief Operating Officer at Zoopla, says: “Our latest research powerfully highlights what’s driving vendor decision-making in today’s market and underscores the pivotal role of a valuation.
“It highlights that local presence, expertise, and reputation are far more crucial to consumers, and it really is about building trust with vendors from the outset, not just promoting low fees.
“Agents that are growing the fastest are shifting their mindset, and leading with marketing, data, and service to justify a higher fee.
“That’s why Prospect Plus is so powerful. It equips agents with additional insights into seller valuation goals and saved searches, giving them an advantage when it comes to developing rapport, securing instructions, and winning new business.”
Source: Zoopla
