Maximising Opportunities with One-Off Viewings: A Winning Strategy for Estate Agents

One common misconception among homeowners is that if they don’t immediately instruct an estate agent to list their property on the market, they’re not interested in selling anytime soon. However, this isn’t necessarily the case. Many homeowners might be open to considering potential offers sooner than they anticipate, particularly if the right buyer appears unexpectedly. An effective strategy that I’ve utilised to great success involves organising one-off viewings for properties that aren’t currently listed on the market. This approach is straightforward and highly beneficial, as I’ll outline here.

During the closing stages of a market appraisal, when it becomes clear that the property won’t be listed immediately, it’s a good idea to propose a one-off viewing arrangement. You might say to the homeowner, “On the off chance I speak to a buyer who is specifically looking for a home just like yours, would you be open to me arranging a potential one-off viewing?” In my experience, homeowners always respond positively to this suggestion. They have nothing to lose and much to gain.

Imagine the homeowner’s surprise when, a few weeks later, you call them with a potential buyer ready to view their property. You could say, “Remember when we last spoke, Mr Jones, and you mentioned you’d be open to a one-off viewing if I found the perfect buyer? Well, I have found the ideal person for your home. When would be a good time for them to come and take a look?”

Being strategic about this can lead to even more opportunities. For example, if the potential buyer also has a property to sell, you could end up handling both transactions, creating a win-win situation. You’re effectively generating two sales from one conversation, showcasing your resourcefulness and dedication.

Let’s consider the possible outcomes of this approach. The best-case scenario is that the buyer views the property, falls in love with it, and decides to list their own property with you. The worst-case scenario is that the buyer doesn’t like the property for some reason and decides not to proceed. Even in this less favourable scenario, you’ve still demonstrated your commitment to finding the buyer a suitable home, which will likely make you their preferred agent. Additionally, the homeowner who agreed to the one-off viewing has already shown a willingness to sell, opening the door for a discussion about officially listing the property on the market sooner.

Before moving away from this topic, there are a couple of critical points to consider. First, it’s essential to get your terms and conditions signed by the seller before arranging the one-off viewing. Clearly state in the T&Cs that these are only applicable for this specific viewing with the interested party. This precaution prevents any potential issues if the seller tries to bypass you and deal directly with the buyer, ensuring you maintain control and protect your interests.

Secondly, if the one-off viewing results in a sale, ensure that you prepare full property particulars and mark the property as ‘for sale’ for a short period before updating it to ‘under offer’. You might wonder why this is necessary if the property is already sold. There are several reasons. Firstly, surveyors and solicitors require comprehensive property details. More importantly, it provides an excellent opportunity for positive publicity. Highlighting a quick sale can significantly enhance your agency’s reputation and attract new clients. Additionally, marking the property as sold within a few hours can positively impact your average selling time, an important metric that can set your agency apart in a competitive market.

By implementing these strategies, you can turn seemingly inactive leads into active opportunities, demonstrating your proactive approach and commitment to both sellers and buyers. This not only strengthens your position as a reliable and resourceful estate agent but also maximises your chances of closing deals efficiently and effectively. The key is to always be prepared to seize opportunities as they arise, turning potential interest into concrete sales and showcasing your ability to deliver outstanding results for your clients.