Maximising the Value of Property Viewings: A Guide for Estate Agents

The property viewing stage is one of the most critical moments in the sales process. A well-executed viewing can lead to an offer, while a poorly conducted one can cause potential buyers to walk away without a second thought. For estate agents, viewings represent more than just showing a property; they are opportunities to connect with potential buyers, showcase the property’s best features, and gather valuable feedback.

The primary aim of any property viewing is, of course, to obtain an offer. However, viewings are also a chance to requalify potential buyers, ensuring they are a suitable match. There’s only so much you can learn about a buyer over the phone. In-person meetings reveal critical details that help you determine whether they’re a strong candidate for the property. A secondary objective is to follow up on any potential financial services and solicitor referrals, while also gathering feedback on the property’s price and general appeal. If the buyer has a positive experience during the viewing, they may also be inclined to leave a positive online review, which is always a plus for your agency’s reputation.

To make the most of this short window, which usually lasts around 30 minutes, agents should follow a structured plan. Preparation is crucial, beginning with a solid understanding of the property. If you’ve personally valued the property, this step is straightforward. However, if you’re a negotiator viewing the property for the first time, you’ll want to familiarise yourself with the layout and unique selling points. Reviewing the property details form and speaking with the valuer will provide a comprehensive overview. Arriving early also gives you time to get accustomed to the property’s layout, and to ensure you have everything you need, from the keys to alarm codes, ready for the viewing.

When showing a property, one common question is, “What should I talk about?” A successful viewing focuses on the buyer and their needs rather than just the property itself. Aim for a 70/30 split in conversation: spend 70% of the time discussing the buyer’s preferences, goals, and recent property search experiences, and only 30% on the property itself. Engaging with the buyer in this way lets you re-evaluate their motivations, confirm their search criteria, and identify whether any of their requirements have changed. These insights will help the seller make an informed decision if the buyer makes an offer.

During the viewing, avoid pointing out the obvious details of the property. Buyers generally don’t need an agent to tell them where the kitchen or garden is. Instead, link property features to the buyer’s personal needs or goals. For example, if they mentioned needing a spacious garden for their children, you might say, “You mentioned needing a garden for a trampoline, and this one offers plenty of space for that.” This personal touch not only makes the buyer feel valued but also reinforces that you’re listening to their needs.

The other aspect of property presentation is pointing out features that may not be immediately obvious. For instance, mention the installation date and any warranties on an extension, the presence of underfloor heating, or even the direction the garden faces. These are all details that might not stand out at first glance but could add significant value for the buyer.

An essential rule for property viewings is to ensure the homeowner is out of the property. Research shows that properties without the owner present tend to achieve higher offers. Some owners may feel more comfortable staying in, but their presence can restrict the open communication between you and the buyer. Encourage them to leave, perhaps suggesting they enjoy a coffee nearby, allowing potential buyers to freely express their honest thoughts about the property.

Another important aspect is punctuality. Arrive at least 15 minutes early to give the property a final check. Turn on lights, open windows, and make sure the space is presentable. Waiting outside the property for the buyer accomplishes two things: it makes it easy for them to spot you, and it signals to neighbours that you’re actively showing the home. These little touches reinforce your commitment to professional service.

As the viewing begins, outline the plan for the buyers. Explain that you’ll tour the ground floor first, then the upstairs, and finish with the garden. A small detail like “We’ll end in the garden to avoid tracking any mud back into the home” shows that you care about the property and are keen to make a good impression.

When introducing the property, mention a few key details, such as how long it has been on the market, the general level of interest, and a bit about the sellers’ reasons for moving. However, it’s important to frame everything positively. Avoid information that could undermine the property’s appeal. For example, avoid saying it’s been on the market for too long or has had little interest. Instead, emphasise its unique features and any strong selling points.

Small talk is an essential skill in this business. Estate agents interact with a wide range of clients daily, and being able to maintain a friendly, engaging conversation can make a world of difference. Always keep a few questions on hand to help the conversation flow, such as “How many properties have you looked at so far?” or “What’s the best property you’ve seen?” These questions can give you a better understanding of what the buyer is looking for and help you keep the conversation light and natural.

As you guide the buyer through the property, aim to tick off as many items from their “needs” and “wants” list as possible. If you know the property meets most of their criteria, you’ll be in a good position to close the viewing with a question that invites them to consider an offer. For example, you might say, “I can see this property ticks several boxes, including the three bedrooms, open-plan kitchen, and large garden. With all that in mind, is this a property you could see yourself moving into?” This framing encourages a positive response and gently steers the conversation toward the prospect of an offer.

If the buyer doesn’t feel the property is right for them, ask for feedback on what didn’t work for them. Their comments can be invaluable when discussing price adjustments or future improvements with the seller. Additionally, asking how the property compares to others they’ve seen, especially in terms of price, can yield useful insights.

Should the property not be a good fit, but the buyer is interested in the area, use this opportunity to explore further options. You can actively search for a new property on their behalf, perhaps through sending VIP letters to local homeowners or posting about the buyer’s interest on social media. This proactive approach can not only secure additional leads but also shows the buyer that you’re invested in helping them find their ideal property.

A well-executed viewing leaves you with a clear idea of whether an offer is likely or not. It also provides valuable feedback to share with the seller and may even generate future business opportunities. Property viewings aren’t just about showcasing a property; they’re about building relationships, understanding buyer needs, and showcasing your commitment to excellent service. In a competitive market, every viewing is a chance to leave a lasting impression that reflects positively on your agency and its reputation.