When you think of market reports, your mind probably jumps to valuations - either as a way to gauge interest prior to an appointment or follow up after one. But what if we told you some agents are using these reports for something else entirely?

Canvassing.

Not in the automated, blanket-letter-drop kind of way - this is a more targeted, personal approach. It doesn’t scale easily, but for the right properties? It can be the difference between a cold lead and a new instruction.

Whether it’s:

• A home you’ve had your eye on for a buyer,
• A lead that went dark,
• Or a property with a competitor that you know you could sell…

A seller report could be your way in.

Why use a report over a letter?

Letters are great - concise, consistent, and easy to send at scale. But they are limited to how much you can fit on a page.

Reports offer:

• More space to get your message across
• A stronger signal that you've gone the extra mile
• A more professional presentation that stands out

By tailoring a Propalt Seller Report to a specific property and posting it - or linking it via QR code on your canvassing letter - you create a powerful first impression. One that shows initiative, insight, and intent.

A practical example

Let’s say there’s a house on the market with another agent. It’s been overvalued, already had a price reduction, and it still hasn’t sold.

This is where a Seller Report comes in. Open your Propalt account and create a report just for that vendor. Here’s how you tailor it:

Cover Page

Update the title to speak directly to their situation:

“So you’ve been on the market 7 weeks…”

Cover Letter

Forget the generic valuation copy. Instead:

• Acknowledge they were right to test the higher price
• Explain that buyer expectations have shifted recently
• Suggest your report offers an updated view of the market
• Don’t push for the listing - just ask to pop by for a chat

Focus on helping them get moving, not criticising their current agent.

Example cover letter

Dear homeowner,

I’ve taken the time to put together the following market report, as I believe your home still has every chance of selling - it just needs the right approach.

You were absolutely right to test the market at the price you launched with. Many sellers do the same - especially early in the year when buyer demand feels strong and expectations are high. But in the past few weeks, we’ve seen a shift. Buyer confidence has dipped slightly, and properties that would have flown earlier in the year are now taking longer - unless they’re priced in line with this new landscape.

The report I’ve prepared highlights what’s been happening locally and how comparable homes are performing right now. It’s not your agent’s fault, and it’s certainly not yours - this is simply a market in motion. But your plans are likely on hold until you find the right buyer, and I imagine that’s starting to feel frustrating.

This isn’t a pitch to jump ship immediately. I’m not asking for the listing. I’m asking if I can pop by for 15 minutes this week to talk through my strategy - how I’d position your home now, what I’d change (and what I wouldn’t), and how we’d approach things differently to get you moving.

Because ultimately, this isn’t about price, portals or presentation. It’s about progress. You started this journey for a reason, and I’d love to help you get back on track - and closer to that new home you’ve been dreaming about.

Property Overview

Leave as-is or tweak it if you know specific details about the house. Maybe you sold it years ago. Small personal touches go a long way.

Planning Insight

Adjust the opening line if relevant.

E.g. “A neighbouring home was granted planning permission over the garage, something that could increase your property’s appeal.”

Or, if you’re feeling bold - suggest submitting a planning application to boost the value before relisting.

Appraisal and Valuation

You probably have a good idea of what the property is worth, especially if it’s been sitting on the market for a while and already had a price drop. But rather than throwing out a bold figure too early, this is where subtlety pays off.

In your report, avoid listing a specific asking price straight away. Why?

Because vendors in this situation are often disheartened. They've already trusted one agent, tried a higher price, and haven’t had success. Throwing in a different number might come across as dismissive of their journey or too focused on price over strategy.

Instead, focus this section on credibility and next steps.

For example:

“We’ve looked closely at recent sales, market conditions, and buyer demand in your area. While we have a strong sense of what price your property could achieve, we’d want to confirm a few key details in person before finalising that figure. With a quick visit this week, we can provide a tailored strategy, not just a number.”

This frames your valuation as thoughtful and informed, not generic or overly opportunistic.

If appropriate, you can also hint at a pricing strategy, rather than a final price:

• “We’d likely recommend launching with a guide price that drives viewings and offers, rather than sitting above buyer expectations - but we’d confirm that approach once we’ve seen the home firsthand.”

Remember: the goal here is the face-to-face appointment, while occasional vendors can be convinced over the phone, many will need to see you in person first. Your valuation should come across as considered, respectful, and part of a broader plan to help them move - not just re-list.

Market and Comparables

When a property’s been sitting on the market - especially if it’s already had a price reduction - the comparables you include can do a lot of heavy lifting.

This isn’t the place to include random local sales just to fill a page. Every comparable should tell a story that gently reframes the vendor’s expectations without being confrontational.

Focus on sales that:

• Reflect today’s market, not six months ago.
• Mirror the home’s true condition and layout, rather than best-case scenarios.
• Show pricing trends, especially if similar properties have sold for less (or only sold after adjusting their price).

Rather than saying “you’re overpriced,” you’re saying:

“Here’s what’s selling right now, and here’s where your home sits in that context.”

Be transparent but constructive. For example:

“We’ve chosen these comparables because they’re similar in size and layout, and they’ve all been marked as SSTC in the last few weeks. As you’ll see, these homes sold quickly at prices slightly under where yours is currently listed, which suggests a shift in buyer behaviour since you launched. These examples help shape our revised marketing approach.”

You can even position this as insight the other agent may have missed:

“Your current agent may have priced based on stronger market conditions earlier in the year. But today’s buyers are more price-sensitive, and they’re expecting better alignment between value and asking price.”

Again, the aim here is to build trust - to show that you’re not just quoting a number but bringing real market insight that helps them get sold.

Testimonials

Have any reviews from vendors who switched to you after trying another agent? Include those - they’ll land perfectly here.

The final touch: QR Code delivery

You could post the printed report through their door, but without setup, it might lack context.

Instead, generate an online report in Propalt, turn the link into a QR code (using tools like QR Code Monkey) and add it to a canvassing letter. Make sure you draw attention to the QR code with bold colours, positioning and a tag line that explains why and what the reader should do now.

“We’ve prepared a report on what we can do to get your house sold.”

Is it worth it?

Yes, it takes time. But consider this:

1 in 5 homes sold this year switched agents before completion.

When done right, a single custom report can generate thousands in fees, and position you as the agent who didn’t just drop a letter, but delivered real insight.

That’s what gets instructions.