How to Turn One Instruction Into Multiple Valuations

Most estate agents work hard to win an instruction — door knocking, leaflets, marketing, calls. But once it’s won, that’s often where the marketing stops.

The truth is: every instruction is a marketing opportunity in disguise. And when the neighbours don’t hear about it, you’re leaving valuations (and potential fees) on the table.

We’ve put together a simple 4-step letter campaign that turns your latest listing into a ripple effect — raising your profile, creating conversations, and generating fresh valuations from nearby homeowners.

The Campaign in Action

Each letter in this four-part sequence has a clear purpose, and together they build familiarity, trust and urgency. Below, we’ll walk through each step and the role it plays — plus how to use Propalt’s targeting tools to deliver the message to the right people at the right time.

Step 1 – On Your Road to Value (Optional)

A quick win when time allows.

If you’ve got a valuation booked on a particular street, let the neighbours know. A short, polite note offering a no-obligation market update while you're nearby can spark early interest — even if they’re not thinking of moving just yet.

These letters help plant a seed. Introductions now may grow into instructions later.

How to target in Propalt:

• Open the 20:20 tool and select the specific property where the valuation is booked.
• Disable Propalt AI to take full manual control.
• Use the Radial or Freehand selection tool to draw around the road or immediate area.
• No filters are required at this stage — cast the net wide.

Note: Valuations often come with short notice, so this letter may not always be practical. But if time allows (or it’s a local instruction), using your visit to drum up further interest is always worth considering — even if it means a second trip.

Step 2 – Just Instructed

Build early awareness and credibility.

You’ve just been instructed to sell a local home — now let the neighbours know. Most homeowners aren’t watching Rightmove or Zoopla every day, so don’t assume they’re aware. A well-timed letter announcing your new instruction shows you’re active in their area and being trusted by people like them.

Why it works:

It leverages social proof. If a neighbour has trusted you with their sale, others are more likely to do the same.

How to target in Propalt:

• Go to 20:20, select the instructed property, and turn off AI.
• Apply specific filters to mirror the instruction:
  • Match the property type and bedroom count.
  • Set ownership to privately owned.
  • Exclude properties with a land registry update in the last 5 years (optional, but useful to exclude recent movers).

You might find 50–100 properties that fit this profile — perfect for a tailored campaign focused on homes like the one you've just won.

Step 3 – Under Offer

Show that you don’t just list — you deliver.

Now that the property is under offer, it’s time to follow up. This update reinforces your track record and reminds nearby homeowners that you follow through on your promises.

Why it works:

It creates momentum. Sellers want an agent who gets results — not just viewings.

Messaging tips:

• Highlight buyer interest (e.g., multiple offers, quick turnaround).
• Mention any notable results — record sale price, speedy deal, or competitive bidding.

Use the same filters and targeting area as Step 2. This keeps the message relevant and consistent for the campaign audience.

Step 4 – Expect New Neighbours

Create urgency by showing demand.

Congratulations — the sale is complete. This final letter isn’t just about celebrating your success. It’s about capitalising on it.

Tell local homeowners you have more buyers still looking for similar properties. These buyers missed out — but are ready to move, and could be perfect for their home.

Why it works:

It turns your recent sale into a live opportunity.

Messaging tips:

• Avoid vague lines like “We have buyers for your home.”
• Be specific: “We still have buyers looking for 3-bed detached homes on this street.”
• If possible, add QR codes linking to short videos of real buyers introducing themselves and what they’re looking for. It’s a powerful, transparent way to prove demand.

Filters:

Return to the same audience from Steps 2 and 3. You’ve been narrowing your messaging the whole way — this is where it pays off.

The power of repetition

It’s often said that a potential client needs to see your brand seven times before they take action. This sequence alone delivers four of those key moments — all in the right context and at the right time.

Combine these letters with your sale boards, social posts, and online ads, and you’ll stay front of mind when it matters most — if they’re ready to sell now, or a friend asks for a recommendation, you'll be on their shopping list.

Whether you're selling your first property of the year or your fiftieth, this strategy will help you make more of what you’ve already got — and win the next instruction before your competitors even show up.