Dormant Marketing Strategy: Win the instruction, even when they’re not ready to sell

2025 has seen a surge in listings. In many areas, supply is outstripping demand by as much as 4 to 1.

Vendors are noticing. Homes are taking longer to sell. Price reductions are widespread. And for those needing to find their onward before they sell, there’s a growing frustration, not with what’s available, but with what’s realistically priced.

Many potential sellers are opting to wait. They’ll list when they’ve found somewhere, and not a moment before.

If you’re attending a valuation with one of these sellers, there’s a risk: you leave without an instruction, only a vague promise of “we’ll be in touch once we’ve found something.” Even if they’re sincere, you’re now in a follow-up loop. And meanwhile, another agent could win their trust, find their next home, and take the listing.

But there’s a way to change that, to secure commitment without pushing.

It’s called the Dormant Marketing Strategy.

Step 1: Offer a home-finding service, and show it in action

Don’t just tell the vendor what you can do. Show them.

Fire up Propalt during the valuation and use Audience Builder to create a home-finding campaign with them. This isn’t just a pitch, it’s an interactive session.

Start by asking them what they’re looking for in their next home. Then run a search using only on-market properties. The numbers might be underwhelming and that’s the point. Many of these homes will already have been seen and dismissed, often due to price.

Now, re-run the same search. But this time, expand to all properties, on-market and off-market. Watch the map fill up.

💡 “If you instruct with us, we’ll write to these homes for you.”

That’s your unique edge. And to add credibility, be sure to filter for owner-occupied homes and exclude recent Land Registry updates, these are the true prospects.

Step 2: Shift the conversation, subtly

At this point, you’ve delivered value. You’ve shown them something no one else has. Time to reel it in.

“We’ll get these letters sent as soon as I’m back in the office. To make sure you're in the best position to act on any replies, let’s get the ball rolling, we’ll organise photos, floor plans, and anything else needed to prep the listing.

Today, I’ll get [X] underway. All I need from you is a signed agreement confirming that if you/we find your next home in the next few months, you’re happy to market with me.”

Then, ease any pressure:

“We won’t go live until you’re ready, as I said, once you’ve found your next home, we’ll switch things on. No viewings until then.”

That’s the heart of the Dormant Marketing Strategy.

You’ve gone from offering a home-finding service to setting up a clear next step: get the listing prepped now, and launch later.

Even if they find their next property via a competitor, they’ll already be contractually committed to you.

When the other agent inevitably asks, “Do you have a property to sell?”

Their answer will be: “Yes, but we’re already on with another agent.”

You’ve locked in the instruction, without pushing them to go live before they’re ready.

💡 Tip: While Propalt doesn’t offer legal or contractual advice, it’s worth reviewing your agreements to ensure you can support this “signed now, go-live later exclusivity agreement” approach.

Bonus: Strengthen your pitch with a NEW Seller Report

To complement this strategy, Propalt has launched our new Seller Market Reports, tailored to help agents win the instruction by justifying pricing, managing expectations, and standing out from the crowd.

In a market where unrealistic pricing and race-to-the-bottom fees are everywhere, these reports help you strike the right balance:

✅ Clear, localical comparables

✅ Intelligent pricing insights

✅ Confident, agent-branded messaging

Secure the instruction now. Support them through the move.

That’s the power of Dormant Marketing, and Propalt.