Lead Funnels Online Valuation Tools

How to generate more valuation leads using Facebook, instant online valuation tools and email marketing

Discover how you can attract and convert more valuation leads, using Facebook, instant online valuation tools and email marketing. We share with you a proven strategy used by successful estate agents to attract valuation leads in their town.

Generating and converting valuation leads

Facing increasing levels of competition, it’s no surprise that the number one priority for many UK estate agents is instruction winning lead generation.

But, with new PropTech ideas springing up all the time it can be difficult to pin down,  amongst all the noise, what really works and what does not.

There is, however, a standout solution – instant online valuation tools. Addressing both the need for lead generation and the increasingly digital consumer, these online valuation tools will help you convert your website visitors into leads, by simply exchanging their contact details for an instant valuation of their property.

ValPal Instant Online Valuation

The rise of instant online valuation tools

In recent years, online valuation tools have been widely adopted, with ValPal reporting over 4,000 branches using its tools.

For potential vendors and landlords already familiar with your brand and visiting your website, these valuation tools will be successfully converting them into leads.

However, visitor numbers to independent estate agent websites are relatively low in comparison to Rightmove or Zoopla for example; so how do you drive more visitors to your website to engage them with your valuation tool and convert them into tangible leads?

Using social media to drive instant online valuations

This is where harnessing the power of social media can help. If you have a large, established social media following, then you can create targeted posts to engage your followers and direct them to get an instant valuation.

Instant online valuation ad example Facebook

For those of you with a smaller following, this activity on its own will only increase the number of instant online valuations you receive by a small amount; so, what else can you do to drive visitors to your website?

Facebook advertising

Adopting a paid strategy using Facebook ads will increase the number of top of funnel leads you can attract, more quickly and successfully than relying on organic posts. (See our article on lead funnels for estate agency marketing if you are unsure about funnel strategies).

Facebook boasts incredible stats with a claimed 1 billion DAILY active users. See this article for more impressive stats. Not only does this mean that they are likely to have a significant number of users who you would want to attract, but a large number of them are interacting with Facebook every day!

Realistically, however, your estate agency probably only wants to attract vendors and landlords in your area, and this is where using the Facebook ad manager will help.

You can set up your Facebook ads so that they will only be shown to an audience that meets your requirements. You can choose their gender, their age range, income level, even their interests.

Facebook Audience Targeting

Once you have your audience set up, then you can focus on creating an advertisement that will encourage them to visit the instant valuation tool on your website. You may need to test a few different styles of the ad, and vary your audience requirements to see what gets the best results.

One of the benefits of Facebook advertising is that once you have worked out what ad and audience combinations gets the most visitors to your website, the cost of getting each lead reduces.


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Beyond basic Facebook ads – remarketing

Have you ever been browsing Facebook and an ad has appeared from a site you were browsing recently? It’s not a coincidence, it’s remarketing.

Facebook allows you to include a tracking code on your website, so it can see who is visiting your website. All you have to do is set up your Facebook ad audience, to target people who have recently visited your website, and they will receive your targeted ads automatically.

Following an instant valuation

Many agents will call their instant valuation leads, to further qualify them and convert them into real life valuations. Tools like ValPal also have a booking form at the last step to encourage conversions.

However, this approach will largely only be successful with the bottom of funnel leads, i.e. those thinking about moving. How do you go about converting all the other leads?

Use email to keep in touch

As many of the instant valuations won’t convert initially, you will need to encourage these leads to stay in touch with your estate agency. Email marketing offers a cost-effective way of keeping in touch over and above other marketing channels.

Ideally, you want your leads to join your newsletter or email series so that you can deliver and maintain regular communications with them. Explore our email marketing software for estate agents for an easy cost effective way to send email marketing.

Some estate agents set up a dedicated nurture program, which focuses on sending relevant, helpful and well thought out emails to vendors and landlords thinking of selling their properties. This allows them to demonstrate their local knowledge and expertise, as well as including the important calls to action.

Nurturing prospective clients in this way will often put you front of mind when they are ready to book a valuation or require further information. Again, if you need help with this get in touch.

Integrating your approach

Attracting and converting new valuation leads is greatly encouraged with a clear, streamlined strategy. Using Facebook, instant online valuation tools, and targeted email as an integrated approach, as opposed to standalone activities, will always deliver the best results.

Getting started will take some time and effort, but once in place, it is simply a case of managing the process, evaluating and then refining your approach based on your results.

For your agency, the outcome will be a proven, reliable, measurable and effective approach to attracting and converting new instruction leads.


Check out our next article which is a guide to implementing a Facebook instant online valuation funnel.

Get in touch to talk about our installation and managed Facebook instant online valuation services.

Email Marketing

5 Helpful Emails Every Estate Agent Should Send

We have put together a list of the top 5 helpful emails every estate agent should be sending to their clients.

Why send email marketing?

When you think of email marketing you often think of spam. You think of those sales emails that try to sell you promotional offers that you simply delete or ignore. You think of your inbox filling up with hundreds of emails of no interest to you.

However, you may be surprised to hear that as an estate agent using email marketing this is not always the case. As estate agents, you are in a unique position thanks to moving home being so important to your clients.

As a result, you can expect a much higher rate of engagement if you send high-value emails.


Following Best Practice

A new trend is emerging in email marketing called personalised email marketing automation. And whilst it sounds boring it is making a real difference to companies that use it properly.

The key to success is both what you send and also how you do it. Sending helpful content that is personal to each individual should be your ultimate goal.

Timing is also very important. Imagine if you send selling tips after the sale has fallen through. Or an email about your great service after they have complained about not knowing what is going on you with their property.

Poor timing can mean you will have both missed your opportunity to wow your clients and to have made a real difference to the process.


The 5 emails every estate agent should send

Below are our top 5 emails we think every estate agent should be sending to their estate agency clients:

1. Pre-market appraisal email

This email should set the tone for the appointment. It should help them learn about both the process and also you. It is your chance to put your agency in the first place before you meet.

Content should include some of the following ideas:

  • Personalised text about looking forward to seeing them
  • What to expect from the appointment,
  • Some tips or things to consider either of the valuation or choosing between agents
  • Any relevant local market knowledge to set you apart from the competition.
  • You can also introduce your company and how it helps vendors like them. Consider adding examples of social proof such as testimonials or links to online review sites.


Try to keep the sections in the email clear and link off to additional content on your website. You may want to experiment with different layouts to see which is most successful. Also, experiment with video and images.


2. Thank you for instructing us. Here is our guide to what happens next.

The purpose of this email is to set expectations and help them understand what you will be doing next. Help them understand what you will be doing and how they need to play their part. Other ideas include sending a step by step guide to the selling process. Try not to set false expectations or use too much industry-specific jargon. Again, if you can personalise the message even better.


Bonus email: Preparing your property in the best light

Send a small teaser email to help them understand how preparing their property for sale can have a big impact on the value achieved. This could be a brief email with a link to a detailed article or video on your website. Examples include how photos can impact click-through rates on Rightmove or how small jobs can make a real difference to getting what they want, a good price for their property.


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3. The email that shows you actually are listening to them

Send 1 unique email for their situation with either a link to further help or a referral to a trusted local supplier. The idea is to ensure your staff have listened and you are able to demonstrate that by adding value that is unique to them.

It could be they are downsizing, it could be they need to get something fixed or improved before listing. Whatever it is, send one email which shows you have listened and that genuinely helps them with their situation.


4. How are we doing?

The number of times I have heard complaints from friends and family about they couldn’t get the photos right, or they took longer than I expected. Or they are not keeping me updated. Communication is vital to your estate agencies long-term success.

Send them a how are we doing email shortly after the property has gone live, while the relationship is still strong. Try to find out if there is anything that could have been better or they are not happy about. Ideally, make it feel personal and genuine. Feedback is a key part of improving your service long term.


5. The sale next steps email

You know that the sale is often a complex and difficult time for both you and them. It is also a time of excitement and high expectations. However, the majority of buyers and sellers are inexperienced when it comes to sales. And even the experienced may have different ideas about the process.

Explain the process and what happens next. Consider different ways of delivering this content. Perhaps a combination of video, email, eBook or short well-timed tips. Key things to cover include what they need to do and the importance of timing. What are the key stages and what do they mean.

What are your roles, their solicitor’s roles and importantly their roles in a successful sale? And if there is a chain throw in a follow up small email dealing with a chain, what to expect.


The key in all of these emails is to set the tone clearly around helping and educating. Be clear, be concise and always put yourself in their shoes when writing content. We think email should encourage your clients to talk to you and compliment your service not replace it. For further help with email marketing explore our email marketing software for estate agents.

And our final tip: make sure you measure the results so that you can improve over time.

So, what’s stopping you? Get out there and start writing some great helpful emails today.

We know at first it seems like a real effort. Start small and you can build up from there. If you have any questions or need help with automating your email marketing then please get in touch.

We would love to hear if you have any comments or alternative suggestions for the estate agent community. Please post them below.