How to get more valuations from your existing estate agency CRM
Updated: 6 hours ago
Before buying another lead source, look at the people already in your CRM. Former valuation clients, applicants with a property to sell and owners who chose another agent may still be relevant. The difficulty is knowing whose situation has changed.
A useful prospecting system combines the relationship you already have with current property information, then gives each person a sensible next step.
Look for a reason to contact someone now
Five signals can help organise the work: a recent withdrawal, a price reduction, a long period on the market, a move to multiple agents or an old valuation followed by new market activity.
A signal is a conversation starter. It is not proof that someone dislikes their agent or has decided to instruct you. Write the message around what you can help them understand.
For example, a withdrawal may mean the owner has paused their move altogether. Ask about their plans before proposing a relaunch.
Create three working queues
Act now: a recent market change, a known relationship and an appropriate contact route.
Nurture: a plausible future seller or landlord without a clear immediate event.
Resolve first: duplicate records, conflicting addresses, missing preferences or an unclear current status.
This simple separation stops your team spending the first hour of prospecting correcting data. Give the third queue its own owner so it does not disappear indefinitely.
Use a practical priority score
Try an internal score from zero to two for each of three questions: how recent is the event, how well does the property fit your patch, and how strong is your existing relationship?
A recent withdrawal in your core area from someone you valued last year might score six. An unfamiliar property outside your normal area might score one. These scores are a suggested operating method, not a validated prediction of who will instruct.
Use the score to decide the order of work, then let the conversation determine the next action.
Make the first approach useful
An old valuation
When we last spoke, you were considering a move. Have your plans changed, or would an updated view of the local market be useful?
A recent withdrawal
If moving is still on your agenda, we would be happy to give you a fresh view on the options for your property. Would a short conversation be useful?
A price reduction
If you would like a second view on the marketing approach, we can look at the positioning, presentation and local competition with you.
Avoid “we have buyers waiting” unless you have current applicants who genuinely match. Specific, supportable help is a stronger foundation than a generic claim.
Keep the CRM useful after the message
Record the current intention, approximate timing, preferred channel and next agreed action. Separate “interested in selling”, “valuation booked”, “valuation attended” and “instructed” so your reporting reflects the actual stage.
If a record is archived or suppressed, respect that status. A new market event should not automatically override a person’s contact preferences.
The ICO’s electronic marketing guidance explains when consent or the soft opt-in may apply. Being in your CRM does not by itself establish permission to send marketing.
Run this weekly routine
Monday: review new market changes and select a focused eligible audience.
Tuesday: make the first approaches and deal with replies while the context is fresh.
Wednesday: hold the conversations, offer suitable appointment times and update preferences.
Thursday: follow up where appropriate with a new piece of useful information.
Friday: review opportunities, bookings and instructions by signal. Identify the one stage that needs improvement next week.
Automation can perform the recurring selection and sending. Your team’s attention should go to the conversations and decisions that need it.
Measure the whole path to an instruction
Track unique people reached, relevant replies, valuation opportunities, booked appointments, attended appointments and instructions. Compare the same period and audience type, and include staff time as well as campaign spend.
A bigger contact list is not automatically a better result. Ten relevant conversations can teach you more than a thousand poorly targeted sends.
Valuation Leads Intelligence matches CRM records against live market information and helps surface these changes, with notes returned to supported CRM records. Intelligence is free, so your team can start by acting on the opportunities manually.
Put it to work with Valuation Leads
Start free with 500 credits: enough for 500 emails, 500 WhatsApp messages or 50 letters, or a mix within your allowance. Email and WhatsApp use 1 credit each; letters use 10 credits each. It is a one-off starter allowance.
Want us to build and manage the campaigns for you? Managed includes 100 valuations guaranteed. Explore Managed and book a demo to see the programme for your agency. The guarantee covers qualifying valuation opportunities under the guarantee terms.