The Perfect First Call: 4 Questions That Set the Stage for Higher Conversions

Every instruction starts with a conversation.

And yet, most agents treat the initial call like a basic admin task — a box to tick before the “real” work begins at the valuation.

But what if that first call is the most important moment?

The reality is: the questions you ask and the tone you set during that first call shape everything that follows. They determine whether you walk into a valuation as just another agent… or as the clear front-runner.

Let’s break down what that perfect first call looks like — and the four essential questions that can dramatically increase your chances of winning the instruction.

Why the First Call Is Your Silent Sales Pitch

This isn’t just about booking an appointment.

It’s about establishing authority. Creating rapport. Uncovering motivation. Positioning yourself in a way that makes the vendor feel heard, respected, and understood.

By the time you hang up, the vendor should already be thinking:

“This agency really gets it.”

Get the first call right, and the valuation becomes a formality. Get it wrong, and you’re fighting to win them back.

The 10-Step First Call Framework (And the 4 You Must Nail)

Tony Morris teaches a ten-step framework for first interactions, but here are the four most critical components every negotiator, receptionist, or valuer needs to master:

1. Find Out Who Else They’ve Contacted

Ask:
“Can I ask which other agents you’ve invited out?”

Why it matters:
This gives you a heads-up on the competition and allows you to prepare better. But more importantly, it plants a subtle seed that not all agents are created equal. You can later tailor your pitch to stand out where others fall flat.

2. Discover What’s Essential to Them

Ask:
“What’s most important to you when choosing an agent?”

Why it matters:
You’re no longer guessing. You now know their non-negotiables — whether it’s speed, price, communication, or process. This allows you to tailor your valuation pitch directly to what they care about most.

It also shows that you’re listening — not just pitching.

3. Don’t Ask: ‘What’s It Worth?’ — Ask This Instead

Most agents ask:
“What are you hoping to get for it?”
or
“What do you think it’s worth?”

Instead, ask:
“What price do you need to make this move work?”

Why it matters:
This subtle shift moves the conversation from dreams to realities. You get a clearer picture of their bottom line, their financial situation, and their motivation. It also lets you guide expectations with care and professionalism.

4. Ensure All Decision-Makers Will Be Present

Ask:
“Aside from you, who else is involved in the decision to choose an agent?”
Follow with:
“It’s really important we meet both you and your partner because you’ll each have different questions, and we want to make sure we address them together so you can make an informed decision.”

Why it matters:
This is a simple yet powerful way to stop the classic stall: “I’ll need to speak to my partner and get back to you.”
It ensures everyone involved is part of the conversation from the start — and that means faster decisions, better rapport, and higher conversions.

The Psychological Advantage

By asking these questions, you're not just gathering information — you’re positioning your agency as methodical, experienced, and vendor-focused.

It’s not about manipulation — it’s about relevance. When you can speak directly to someone’s concerns, your value becomes obvious.

And that’s when vendors stop comparing on fee… and start comparing on fit.

Bonus Tip: Record and Review

If your team is handling dozens of inbound enquiries per week, it’s worth recording these (with consent) for training purposes.

Reviewing real calls helps identify missed opportunities, weak phrasing, or rushed conversations that cost you instructions.

Use call reviews as coaching sessions — not criticism.

Don’t Let Your First Call Be a Missed Opportunity

Most agents put all their energy into the pitch at the appointment. But if you’ve asked the right questions up front, the valuation becomes less about persuasion… and more about confirmation.

You’re not trying to win them over — you already have.

So stop treating the first call like a formality. Start treating it like a sales tool. Because that’s exactly what it is.

Want to implement a high-converting call structure across your team?
At Agency Titans, we help estate agents script, train, and refine their inbound enquiry process to dramatically increase valuation conversions.

Book your call today to start transforming your front-end sales funnel today.