Turn more valuations into instructions with digital proposals

Agents using digital proposals are significantly more likely to convert appraisals into instructions – that’s what our latest insights have revealed 

Recent analysis of our Market Appraisal module data, based on a sample of over 750 opportunities, found that proposals sent digitally to customers converted 53% into won instructions. In comparison, only 41% converted where no proposal was sent, giving agents using digital proposals a 12% conversion uplift.

The Market Appraisals module we offer is part of our ecosystem of solutions and is available within our Marketing Toolkit, our lead gen solution. We designed this offering to help Estate Agents stand out at valuation, win more instructions and grow market share. For agents operating in a market where every valuation counts, and sellers are prioritising professionalism, communication and clarity, this uplift is significant.

These findings tie directly into industry trends identified in our latest insight paper, The real eSTATE of it, which found that 55% of agents see client relationships as a key driver of business success, 53% point to local reputation, 47% to valuation skill and staff ability and 33% to efficient processes and clear communication. These statistics underline the importance of delivering a professional, compelling appraisal journey.  

We understand the pressure on fees that agents are facing, which is why improving conversion from existing appraisal opportunities remains a top priority.

Ben Ridgway, Co-Founder of iamproperty, said: “This is exactly why we developed Market Appraisals as part of our Marketing Toolkit. Agents put huge time and effort into winning valuations, so making sure they have the right tools to convert more of those opportunities into instructions is incredibly important.

“These results show the value of giving customers a professional digital experience that keeps the agent front of mind beyond the appointment itself. It’s not just about looking polished in the front room; it’s about following up in the right way, reinforcing brand and value and making it easier for sellers to choose the agent with confidence.

“In a market where agents are under pressure to do more, stand out locally and prove their value, improving conversion can have a major impact. Market Appraisals helps agents do exactly that, while also connecting seamlessly with the full Marketing Toolkit solution to support prospecting, nurture journeys and smarter lead generation.”

Ashley Elbourne, Property Sales Partner, EweMove Swindon, said: “Having access to the Marketing Toolkit has really allowed us to streamline our business. We’ve been able to reach out to so many more clients through direct mail, but direct mail that actually works. As a digital follow-up, we’ve found the Market Appraisals really effective. I describe the consistency and look and feel of it as giving our reports ‘gloss’.”

Our Marketing Toolkit covers the full journey from pre-appointment communications and in-room presentations to digital proposals and post-appraisal follow-ups. We want to help agents ensure they have everything they need to convert more opportunities.

By connecting prospecting, market intelligence, appraisal tools and nurture journeys, it offers agents a joined-up solution to support the journey from lead generation through to instruction. It also reflects the growing demand for an integrated approach from agents, looking for tools to reduce admin, improve communication and help them perform at their best.

Interested in learning more about our Marketing Toolkit and Market Appraisals offering? Click here.

¹Nationwide survey of 322 agents carried out between December 2025 – January 2026

2Wave 5, iamproperty Consumer Auction Tracker Trust data (350 respondents) carried out between 5th and 12th February 2026