By the Time You Meet a Seller, It Might Already Be Too Late

Imagine walking into a speed-dating event with a room full of potential clients. You only have a minute to make an impression – 60 seconds to convince them that you’re the right choice. How do you stand out from the crowd? How do you make sure they remember you?

Now imagine that as soon as you enter the room, the best prospects are already queueing up to meet you. They recognise you. They feel like they know you. They’ve already decided you’re ‘the one’.

This is exactly how the modern estate agency landscape works. By the time a seller invites you into their home for a market appraisal, they’re already up to 70% of the way through their decision-making journey. They’ve researched. They’ve read. They’ve formed opinions. If you haven’t been part of that process – if you’ve been waiting until the valuation appointment to start building a relationship – you could already be too late.

The Self-Service Seller

Last week my air fryer blew up. Smoke billowed from its engine and it made a noise like a kid with croup.

Within minutes, I had read Amazon reviews of several air fryers, found blogs listing The Top 10 Air Fryers in 2025, watched TikToks of influencers excitedly unboxing and reviewing their air fryers, found a MoneySavingExpert forum about air fryers, and created a spreadsheet comparing the essential specifications of my favourite air fryers. 

By the time I walked into Currys the next morning, I was a bona fide air fryer expert, knew exactly which air fryer I wanted, and certainly did not need any of their expert advice, thank you very much.

Consumer behaviour has changed. Just as I combed the internet for air fryer intel, sellers and landlords now conduct extensive online research before they even pick up the phone. They want to feel informed and in control of their decision. 

Your job is to leave a trail of breadcrumbs across your social media, marketing, and PR outlets, that lead the client to your door, firmly believing that you are a trustworthy and knowledgeable expert. 

If you don’t do this, the client will still go through the same research steps, but their perception of you will largely be left to chance.

Here’s how to leave your breadcrumb trail:

1. Market Update Reports: Show You Know Your Stuff 

How often are you asked, “How’s the market?” Regular market updates on social media, in newsletters, or via short videos position you as a local expert. Keep them clear, jargon-free, and relevant to sellers – not just a list of stats, but real insights on what’s happening in the market and why it matters to them.

2. Educational Content: Be the Agent Who Helps, Not Sells 

Legislative changes. Stamp duty updates. Tips for preparing a home for sale. Sellers are actively searching for this kind of information. The agent who provides it – through blogs, videos, and social media posts – builds trust long before a valuation is booked.

3. Assignment Selling: Answer Questions Before They’re Asked 

Assignment selling means proactively educating your client as part of the pre-market appraisal process. Set them the “assignment” of reading or watching a genuinely helpful guide you have prepared for them, so that you have built trust and familiarity before even setting foot in their living room.

The Agents Who Win the Pitch Before It Even Happens

People don’t want to be sold to. They want to feel empowered and informed. The agents who embrace this shift – who show up consistently with educational, engaging, personality-led content – will be the ones who are recognised, trusted, and chosen before the market appraisal takes place.

So, don’t wait for the date to start the relationship. By then, it might already be too late.