How to write an estate agency proposal

A professional estate agency proposal can be the deciding factor between winning or losing a new listing.

When you present a clear, compelling document that highlights your value as a professional real estate business, you create confidence and trust from the very first interaction.

When you take the time to create a tailored real estate proposal, you position yourself as the agent of choice. Let’s take a look at how you can do that.

Table of contents:

• What is an estate agency proposal?
• What to include in an estate agency proposal?
• Estate agency proposal templates
• Successful estate agency proposal examples
• How to make a winning estate agency proposal
• Contact MRI Software
• FAQs

What is an estate agency proposal?

An estate agency proposal is a formal document that outlines how you plan to sell or lease a property. It presents your marketing strategy, your experience and your approach in a way that is designed to build client trust and confidence.

It serves as both a business offer and a marketing piece. A well-crafted proposal answers the client’s questions before they even have to ask and demonstrates why you are the right person to handle their listing.

What to include in an estate agency proposal?

Your estate agency proposal should cover several key areas to make a strong impression on your prospective clients.

Essential sections in a proposal include:

• An introduction that welcomes the client and outlines your understanding of their needs.
• A summary of your experience and recent success stories.
• A detailed marketing plan that covers everything from photography to digital advertising.
• Pricing strategy based on market research and comparable sales.
• A clear timeline and next steps.
• Your terms and conditions, including commission structure and service offerings.

Each part of the proposal should build trust and guide the client towards choosing you as their agent.

Proposal templates

Using a proposal template can help you create professional documents faster and with greater consistency.

Templates often include:

• Pre-built sections for key information.
• Branding options to showcase your logo and colours.
• Drag-and-drop features for images, charts and case studies.

Templates are a great starting point but always customise them for each client. Personalisation shows that you have taken the time to understand their property and their goals.

Successful estate agency proposal examples

Successful proposals are those that tell a story and create a vision of what working with you will look like.

For example, a winning proposal might:

• Start with a personal note thanking the client for the opportunity.
• Highlight a similar property you recently sold with clear outcomes.
• Include a tailored marketing plan that addresses the client’s specific goals.
• Feature testimonials from happy clients.

Storytelling, tailored strategies and professional presentation all combine to create proposals that stand out.

How to make a winning proposal

Creating a winning estate agency proposal is all about building trust and showing that you are the best choice to represent the client’s property.

Step 1: Research the property and client

Start by gathering as much information as you can about the property and the owner’s goals. Understanding their needs allows you to tailor your approach and show that you are aligned with their priorities.

Step 2: Personalise your introduction

Address the client by name and reference specific details about their property or situation. A personalised opening sets a warm and professional tone, while also showing that you genuinely care.

Step 3: Present your unique selling points

Explain what sets you apart from other agents. This could include your market knowledge, negotiation skills, marketing reach or client care philosophy. Focus on benefits that matter to the client rather than generic statements about being the “best in the area.”

Step 4: Detail your marketing strategy

Provide a clear, step-by-step plan that includes both traditional and digital channels. Outline strategies like professional photography, virtual tours, social media marketing, email marketing, Facebook promotions and paid advertising. Tailor the plan to the property type and the target buyer or tenant demographic.

Step 5: Include market analysis and pricing advice

Share your market research, comparable sales data and pricing recommendations to position yourself as an expert and help clients feel confident about your advice.

Step 6: Create a clear call to action

End with a warm and confident call to action. Invite the client to contact you, schedule a meeting or sign a listing agreement. Make it as easy as possible for them to take the next step.

Contact MRI Software

Writing a compelling proposal is a skill that can elevate your business and help you win more listings. By understanding your client, presenting a strong marketing plan and communicating clearly, you show that you are a professional who can be trusted to deliver great results.

To learn how, with MRI Software’s estate agency software you can gain full control and simplify your marketing, sales and letting activity in a single platform, contact us today on +44 (0)20 3861 7100.