Why Do Some Agents Win More Instructions?

Most agents know someone who consistently converts more market appraisals than everyone else. They may work in the same market, charge a similar fee and offer broadly the same service, yet sellers seem more willing to instruct them.

It is tempting to put this down to personality or experience. However, agents who consistently win instructions are rarely relying on charm alone. They prepare properly, ask better questions, explain their advice clearly and give the customer confidence that they can be trusted with the sale.

Most importantly, they understand that the instruction is not won by one impressive presentation. It is shaped by every part of the customer’s experience.

The appointment starts before you arrive

A seller will begin forming an opinion of your agency from their very first contact. How quickly was their enquiry answered? Did the person booking the appointment sound interested? Were useful questions asked? Was the appointment confirmed professionally?

By the time the lister arrives, the seller may already have decided whether the agency feels organised, responsive and easy to deal with.

Strong agents also arrive prepared. They have researched the property, considered relevant comparable evidence and looked at what is currently competing for buyers’ attention. They understand the local market, but they do not simply arrive with a generic presentation and talk through it regardless of the seller’s circumstances.

Preparation demonstrates professionalism, but it also gives the agent the confidence to move away from a rehearsed script and have a more useful conversation.

They listen before they sell

The purpose of a market appraisal is not simply to value the property and explain the agency’s services. It is also to understand the customer.

Why are they moving? Is there a timescale? Have they already found somewhere? What concerns do they have? Have they sold before? What matters most when choosing an agent?

A seller who needs to complete quickly may require different pricing and marketing advice from someone who is happy to test the market. Unless the agent understands the customer’s priorities, they cannot confidently recommend the right approach.

The strongest listers do not dominate the appointment. They ask good questions, listen carefully and then connect their recommendation to what the seller has told them. This makes the conversation feel relevant rather than rehearsed.

Customers do not always remember every feature of an agency’s service, but they usually remember whether they felt heard.

They advise rather than simply agree

One of the biggest challenges for any lister is competing against a higher valuation.

Quoting the highest price may win an instruction in the short term, but it does not necessarily build trust or produce the best result for the seller. An unrealistic asking price can reduce early interest, extend the time spent on the market and lead to a difficult price reduction conversation later.

Agents who convert well are confident enough to give honest advice. They support their recommendation with relevant evidence and explain what the information means rather than overwhelming the seller with statistics.

This does not mean presenting one figure as an absolute answer. Property appraisal requires professional judgement. The agent should be able to discuss a sensible pricing strategy, the likely response from buyers and how the recommended approach supports the seller’s plans.

There is also an important difference between confidence and arrogance. Customers want an agent who knows their market, but they do not want to feel talked down to or pressured into making a decision.

They make their value easy to understand

Most agencies promote professional photography, portal advertising, accompanied viewings and sales progression. Simply listing these features may not give the seller a clear reason to choose one agent over another.

Successful listers explain the benefit behind the service.

Instead of merely saying that the agency provides regular updates, explain how communication will be managed, how often the seller will hear from the team and what will happen if interest is lower than expected.

Rather than simply mentioning sales progression, explain how the agency qualifies buyers, communicates with the chain and identifies problems before they threaten the transaction.

This also makes it easier to defend the fee. When a customer understands what the agency will do, how it will reduce risk and how it could improve their experience, the conversation becomes less focused on finding the cheapest option.

Fees, additional charges and contract terms must still be explained clearly. Transparency does not weaken the sale. Handled confidently, it reinforces the impression that the agency is professional and trustworthy.

They provide proof

Customers are more likely to believe specific evidence than generic claims.

Relevant reviews, comparable sales, local market share and examples of recently completed transactions can all help demonstrate credibility. However, claims must be accurate, current and capable of being supported.

Saying that you are the area’s “number one agent” or that you have buyers waiting may sound impressive, but it can damage trust if the claim is vague, exaggerated or unsupported.

The best evidence is also relevant to the customer. A strong result achieved on a similar property nearby may be more persuasive than a large number of general statistics about the agency.

They follow up properly

Not every seller will make a decision during the appointment. Some will want to speak to other agents, discuss the move with their family or take time to think.

This is where many instructions are lost.

A generic email containing the valuation figure and brochure rarely adds much to the conversation. Good follow-up refers to the seller’s priorities, reinforces the recommended strategy and answers any questions raised during the appointment.

Strong agents agree the next step before leaving. They ask when the seller expects to decide and arrange an appropriate time to speak again. They then record useful notes in the CRM so the follow-up feels personal rather than automated.

Following up does not mean repeatedly asking whether the customer has made a decision. It means continuing to be helpful, demonstrating interest and giving the seller another reason to trust you.

Winning instructions is a team result

Although the lister may attend the appointment, instruction conversion is not solely their responsibility. Marketing, enquiry handling, customer reviews, telephone standards, CRM records and the quality of follow-up all influence the result.

Branches should therefore look beyond the individual conversion figure. Review the complete journey from the first valuation enquiry through to the signed terms of business. Identify where contact slows down, where communication becomes generic and where potential clients are being lost.

The agents who win more instructions are not necessarily the ones who talk the most, promise the highest price or charge the lowest fee. They are the ones who make the customer feel understood, explain their value clearly and give honest, evidence-based advice.

That is not simply a natural talent. It is a process that can be practised, reviewed and improved.

What happens when you do not win the instruction?

The lister should normally take responsibility for following up while the opportunity is still live. They understand the seller’s circumstances, the questions raised during the appointment and the advice that was given.

However, once an instruction has been lost, should the lister also be the person asking why?

When listers review their own lost opportunities, there can be a natural temptation to explain the result: another agent quoted a higher price, offered a lower fee or already knew the seller. These reasons may be correct, but they do not always tell the full story.

A seller may be more open with someone who did not attend the appointment. They might explain that the presentation felt too generic, the lister did not listen, the fee was not justified clearly or the follow-up was too slow. This gives the agency more useful feedback and creates an opportunity for the whole team to learn.

Winning more instructions is not only about improving what happens during the market appraisal. It also means understanding why instructions are lost and being willing to hear the customer’s honest answer.

In our next blog, we will look at how to review lost instructions properly, who should make the call and how customer feedback can improve conversion across the whole branch.

Find out more about our Listing & Market Appraisal course here available as a short course or part of our business subscription

Charlotte Jeffrey-Campbell is Director of The Able Agent, an online learning platform used by thousands of estate and letting agents across the UK.