Why ‘Just Curious’ Could Be Costing Your Agency Instructions

An online valuation enquiry comes in, your team makes contact and the homeowner says they were “just curious”. For many estate agents, that is where the opportunity ends. The lead is treated as unmotivated, placed into a generic nurture process or forgotten about completely.

But people rarely wake up one morning and randomly decide to check the value of their home. There is usually a trigger behind the enquiry. A neighbour may have recently sold, a friend may have mentioned the price they achieved or the homeowner could be considering refinancing, changing school catchment areas or discussing their future plans.

They may not be ready to sell today, but that does not mean there is no opportunity. Curiosity is often the beginning of the conversation, rather than the end of it.

One of the biggest mistakes estate agents make is asking the homeowner why they are selling. If they have not yet decided to move, this can put them on the defensive and close the conversation before the agent has uncovered what prompted the enquiry.

Instead, I recommend asking: “What prompted you to go online and get an idea of what your property is worth?” This does not assume that they are selling. It simply gives them an opportunity to explain the catalyst behind their actions.

From there, the online valuation figure can be used to continue the conversation. An automated system cannot consider every improvement, extension or change made to a property, so asking how the figure compares with what the homeowner expected can reveal more about their thinking.

They may believe the figure is too low, be surprised by how much their property has increased in value or admit that they have already been researching the market. Each answer gives the agent a better understanding of the homeowner’s expectations and potential motivation.

The next step is to explore their future plans. They may be considering moving within the next 12 months, waiting for a change in circumstances or simply looking at their options. The purpose is not to pressure them into booking an appointment, but to understand what could encourage them to take the next step.

Online valuations are not necessarily weak leads. They are often early-stage conversations with homeowners who have already taken an active interest in the value of their property.

The agent who asks better questions, shows genuine interest and takes the homeowner seriously is far more likely to be remembered when they are ready to act. With the right conversations and nurture process in place, agencies can turn more online valuation enquiries into appointments and instructions without increasing their marketing spend.

To discover the frameworks, scripts and processes that higher-performing estate agents use to convert more enquiries into instructions, join us at the Optimised Agency Workshop.

Click here to learn more about the Optimised Agency Workshop