By iamproperty
In today’s market, sellers are more informed and selective than ever before. That means the market appraisal can no longer be seen as just a valuation – it’s a crucial trust-building stage. It’s your chance to show you’re the right partner to handle one of the most important decisions of their lives. And success starts long before you arrive at the property.
At iamproperty, we’ve broken down the appraisal journey into three core phases: preparation, delivery and follow-up. It’s what you do across these touchpoints that sets leading agents apart and ultimately converts more appraisals into instructions.
Before the appointment: Preparation that builds confidence
The work you do ahead of an appraisal can have a big impact on vendor confidence. A short video from the valuer, a practical guide to selling, or a branded reminder with the appointment details are small touches that leave a lasting impression. Vendors who receive these pre-appointment communications tend to be more responsive and engaged. It demonstrates professionalism and shows you’re organised and proactive before you even step inside their home.
But preparation doesn’t end there. Knowing why a vendor is moving gives you the edge in tailoring your pitch. Questionnaires can uncover motivations such as upsizing, relocation, or increasingly, downsizing. Since the general election, many older homeowners have been prompted to bring forward plans due to expected tax changes. These insights help you highlight services like Conveyancing or timeline support in a way that feels relevant to their situation.
And don’t forget: vendors are doing their own research too. Your digital presence, social channels and marketing strategy are all being considered before they make their decision.
At the appointment: Delivering a pitch that resonates
Once you’re in the room, the focus should be on listening and understanding. Refer back to what the vendor shared beforehand to show you’ve done your homework. Then make the conversation less about the property and more about the service. Sellers want to see how you’ll market their home, what support you’ll provide, and why you’re the right agent to trust.
Interactive, branded presentations can make a real difference here. With mapped comparables, live visuals and personalised service recommendations, you can turn your pitch into a memorable experience.
With more stock on the market than at any time since 2014, standing out is vital. Talk about professional photography, listings, social reach and progression support. Use data to back up your points, and when objections come up – whether around fees or valuation – address them clearly with confidence and real examples.
After the appointment: Following up with impact
Many agents lose momentum after the appraisal, but this is when decisions are being made. Following up within 24 hours with a clear proposal that reiterates your key points is essential. Using branded, trackable proposals gives you a distinct advantage, allowing you to see when a vendor is engaged and when to reconnect.
Consistency is key. The best agents don’t stop at one or two follow-ups. By maintaining regular contact, they achieve up to 200% higher conversion rates. For some sellers, it can take several touchpoints to make their decision, but it’s that persistence – backed by valuable content – that keeps you front of mind.
Converting appraisals into instructions
An appraisal is never a single event – it’s a process, and each stage matters. Agents who prepare thoroughly, deliver with confidence, and follow up consistently are the ones converting more appraisals into instructions.
Want to explore this in more detail? Download iamproperty’s free guide to the appraisal journey, with tips and key steps to help you maximise every opportunity.
