How Estate Agents Can Use Letters to Win More Property Instructions

One of the biggest frustrations estate agents across the UK face is not getting in front of enough motivated clients. If you’re serious about increasing your property instructions, you need to ensure homeowners in your area not only know who you are but also see you as a credible alternative when they start to lose faith in their current estate agent.

A highly effective way to achieve this is through direct mail campaigns—targeted letters sent to homeowners who are already on the market. While many agents shy away from this method, often due to concerns about effectiveness or compliance, those who master the art of persuasive, well-timed letters can consistently win new business.

The first step in an effective letter campaign is knowing exactly who to target. You should focus on homeowners who are already on the market with another agent, particularly those who have recently reduced their asking price or whose property has been withdrawn without selling. Why? Because anyone who has gone through the process of instructing an agent, completing compliance checks, arranging professional photography, and conducting viewings has already demonstrated a clear motivation to move. The challenge is that their initial expectations—whether related to pricing, service, or marketing—haven’t been met, making them prime candidates for a switch.

Statistics suggest that the most common time for a homeowner to change estate agents is around three weeks after they reduce their asking price. However, if you wait until this point, you’re probably already too late. By then, they’ve likely shortlisted their next agent or, worse, made a decision without you even being in the running. This is why your estate agency must be on their radar before they reach this critical decision-making point. If local homeowners were to switch agents today, would they think of you? Or would they simply pick a name from Google or a local directory?

Most estate agent prospecting letters follow a familiar theme: “Your current agent isn’t delivering results, so why not give us a try?” While this message can work in some cases, it’s overused and often ignored. To stand out, you need to offer something different—something that genuinely resonates with the homeowner’s concerns. One powerful but underused approach is to focus not just on selling their current home, but on where they want to move next.

Most sellers are motivated by the prospect of their next home, yet very few agents actively engage with them on this. Instead of simply asking them to switch to your agency, offer to help them find their next property. A well-crafted letter that acknowledges their onward move—perhaps by highlighting new properties that match their search criteria—can feel far more personal and relevant than a generic ‘switch to us’ message. This approach not only grabs attention but also positions your agency as genuinely helpful, rather than just another estate agent looking for business.

Imagine receiving two letters as a homeowner struggling to sell. One says, “Your agent isn’t getting results—switch to us instead.” The other says, “We noticed you’re trying to sell your home. If you’re still planning to move, we’d love to help you find your next property. We have access to homes that may not yet be on the open market, and we’d be happy to assist in your search.” Which letter feels more compelling? The second one instantly shifts the focus from the frustration of not selling to the excitement of moving forward.

Of course, letters should be just one part of your overall estate agency marketing strategy. If your brand isn’t already visible in your area—through online content, social media, networking, and exceptional customer service—then even the best letters will have a limited impact. The key is to combine consistent brand awareness with smart, targeted messaging that reaches sellers at the right moment.

Successful estate agents don’t wait for homeowners to come to them—they actively position themselves as the natural choice when the time comes to switch. By using letters in a strategic, well-timed way and focusing on what really matters to sellers, you can significantly increase your instructions and establish yourself as the go-to agent in your area.

If you’re serious about taking your estate agency to the next level, The Estate Agent Consultancy can help. We work with ambitious estate agents to develop proven marketing strategies that win more listings, increase fees, and improve conversion rates. Get in touch today to discover how we can help you grow your business.