How estate agents can win more instructions in a slow market: 9 ideas for 2026

It's a hard market to be an estate agent in. As of September 2026, the number of homes for sale is at a 12-year high, buyer enquiries are down 9% on last year, and agreed sales are down 9% too. Every vendor you meet has three other agents' valuations on the table. Here are nine ideas for winning the instruction, and keeping the vendor happy once you have it.

1. Lead with honest pricing, and show the proof

Rightmove found that 74% of homes sold so far this year were priced right first time and didn't need a reduction. That's your strongest argument against the agent who over-values to win the instruction. Show the vendor the figure, then show them what similar homes near them actually sold for.

2. Tell vendors the real odds

Across Great Britain, 61% of homes that come to market find a buyer, down from 74% in 2021. In the South East it's 56%. Vendors rarely hear this at a valuation. The agent who says it, and then explains how they'll beat it, sounds like the one who knows the market.

3. Set expectations on timing from day one

The average sale now takes 64 days to find a buyer and a further 150 days to complete. In July, Rightmove put the total at 216 days, the longest for that time of year in its records. Vendors who expect a quick sale get frustrated and blame the agent. Vendors who know the real timeline stay patient.

4. Give the vendor a plan for the wait

A vendor who's already moved out is paying the mortgage, council tax and bills on an empty house for months. That pressure turns into calls asking for a price drop, or a decision to switch agents. Agents who can offer a plan for the wait have something the others don't.

One option is to refer the vendor to a short-let company. The house earns from guests on the nights you don't need for viewings, stays warm and clean for every viewing, and is empty for completion. At Guestwise, we pay agents £350 for every vendor they refer, once the home takes its first booking. See our agent referral scheme.

5. Make vacant homes show well

Empty homes show badly: cold rooms, bare walls, post behind the door. Offer vendors a simple checklist: heating on low, regular visits, post cleared, a few pieces of furniture left in. A house that feels lived in sells better than one that feels abandoned.

6. Speed up sales progression

With completions taking around 150 days, the legal stage is where sales die. Chase searches, mortgage offers and surveys weekly, and tell your vendor what's happening even when nothing is. Vendors judge agents on how well they're kept informed after the offer, not just on how quickly they find a buyer.

A simple weekly routine helps:

• Monday: chase any outstanding searches and mortgage valuations.
• Wednesday: check every sale in the chain with the other agents.
• Friday: send every vendor a short update, even if it's "no change, here's what we're waiting for".

7. Use local data in your marketing

National figures make headlines, but vendors care about their street. Share local sold prices, local time-to-sell figures and what's selling fastest in your area. Always name your sources, so vendors can check.

Content that works well for agents right now includes:

• a monthly "what sold near you" update, with sold prices and time on market
• short guides answering the questions vendors ask most, such as how long selling takes and why a house isn't selling
• honest market commentary, citing the source for every figure

Vendors who read useful content from you before they sell are far more likely to call you when they do.

8. Build a network of referral partners

Solicitors, mortgage brokers, surveyors, removals firms and short-let managers all meet vendors before or after you do. A good network brings you instructions and gives your vendors a smoother move. Always tell your clients about any referral fee you receive.

9. Be clear about what the market is doing

Rightmove's updated forecast is that asking prices could change between 0 and -2% by the end of 2026. Vendors who hear that from you, with a plan attached, trust you more than an agent who promises a rising market that isn't coming.

What should you say at the valuation?

Vendors remember how you made them feel more than the figure you quoted. A few honest lines go a long way:

• "Nearly three-quarters of homes that sold this year were priced right first time. I'd rather get yours right now than reduce it in two months."
• "In the South East, just over half of homes on the market are finding a buyer. Here's how we make sure yours is one of them."
• "From offer to completion is taking around five months on average. I'll update you every week, even when there's nothing new."
• "If you've already moved out, there are ways to cover the bills while it sells. I can put you in touch."

What are vendors asking right now?

"Should I wait until the market picks up?" Rightmove's forecast is for asking prices to stay flat or fall slightly this year. Waiting for a rise that may not come can cost more in bills than a well-priced sale now.

"Why is everyone else valuing it higher?" Show the sold prices, and the figure that most sold homes this year needed no reduction. An inflated valuation wins the instruction and loses the vendor's trust later.

"What happens if it doesn't sell?" Talk through the plan: a review at six to eight weeks, honest feedback from viewings, and options for the wait if the house is empty.

Which agents win in a slow market?

In a busy market, almost any agent can sell a house. In a slow one, vendors choose the agent who's honest about pricing and timing, keeps them informed, and has a plan for the months in between. That's the agent who wins the instruction, and the one who's still instructed when the house sells.

If you have vendors with empty homes on your books, see how our agent referral scheme works, and send them our guide: Can you let your house while it's for sale?

Refer a vendor

This is general information, not legal, financial, tax or insurance advice. Market figures are averages as of the date shown above and change every month. Speak to a qualified professional before you act on anything here.