How To Instantly Improve Your Valuation Conversion Rate
In today’s market, getting more valuations isn’t enough. If your team isn’t converting at least half of them into instructions, you’re leaving serious money on the table.
Here’s the truth: most estate agents are getting 35–40% conversion at best. But top performers? They’re hitting 50% minimum, with many hitting 55%+.
Here’s how to join them — using the exact techniques I teach live at the Agency Titans Bootcamp.
Stop Booking the Wrong Appointments
Let’s start with a bold statement…
If you’re still going out on valuations with just one of the decision-makers, you’ve already lost the deal.
You need both decision-makers there — always.
Use this line:
“Aside from yourself, who else will be involved in choosing the right agent? Brilliant. Steve, our expert valuer, always makes sure both parties have their questions answered so you can make an informed decision. Shall we book a time that works for both of you?”
It’s not pushy — it’s professional.
Ask the Right Questions (Most Agents Don’t)
Here are the four things you must know before the valuer even arrives:
Why are they selling?
When do they need to move?
What price do they need to make that move work?
Who else are they seeing?
And when they describe their property, follow it with a success story:
“Ah, you’re on Warren Road? We sold 5 properties on that road in the last 6 months — 2 over asking. We know exactly how to position it.”
Success stories remove doubt. They prove you deliver results.
Upgrade Your Confirmation Email
Ditch the boring email with just the time and date.
Send a professional, value-stacked pre-app confirmation including:
A “Meet Your Valuer” video
Case studies of similar homes
Video testimonials
A one-pager on your strategy
Why? Because the vendor starts making their decision before you even walk through the door.
Hand Deliver a Trump Card (Literally)
Want to blow the other agents out of the water?
Hand-deliver an envelope before the valuation. Include:
A welcome letter
Testimonials
A “Meet the Team” visual
And… Trump Questions — 7 strategic questions they should ask every agent.
Why?
Because when they ask your competitors things like:
“What percentage of your properties actually sell?”
...and they get blank stares?
You’ve won.
Master the In-Person Conversation
When you arrive, here’s your first line:
“Mr & Mrs Vendor, what’s been your experience with estate agents in the past?”
This tells you everything you need to fix. You’ll hear:
“Never heard from them.”
“They overvalued it just to get the listing.”
“They promised the earth and delivered nothing.”
Then ask:
“What’s most important to you in this move?”
Listen. Mirror. Tailor your pitch accordingly.
Make the Fee a Non-Issue
Don’t dodge the fee. Flip it.
“Let me ask you — if I can help you achieve £5,000 more on your onward purchase AND get your buyer to completion faster, would that make my fee of 1.75% seem like good value?”
Now you’re not asking them to pay more. You’re showing them how you’re going to make or save them more.
Big difference.
Follow Up Like a Professional
Lost the instruction?
Follow up anyway.
Don’t have the valuer chase. Get a different team member to call, ask for feedback, and say:
“Totally understand your decision. Can I ask — since the valuation, we’ve had two buyers register that might be perfect for your home. Would you be open to us bringing them through if we could arrange it swiftly?”
That’s how you win back lost instructions with class.
Summary — Your New Conversion System
Top agents don’t “hope” vendors choose them.
They:
Book the right appointments
Discover true motivation
Send strategic, persuasive emails
Use social proof before the meeting
Close confidently — at higher fees
Follow up relentlessly (and with care)
This is how you become the agent vendors trust, not just the one who gets the call.
Want Support Implementing This?
Schedule a call with our team to get started!
Let’s turn your valuers into instruction-winning machines.
