28 September 2026 · 7 min read · Oscar Markham
How to generate valuation requests, properly
Estate agency lead generation has one meaningful entry point. A homeowner asks what their house is worth, and everything else follows from there. Almost every Irish agency website treats this as a line on a contact page rather than the single thing the site exists to produce, which is why so many of them generate almost nothing.
It should be the most prominent thing you have
Not in the navigation. Not below three paragraphs about the firm's history. The first thing on the page, with its own dedicated landing page for anyone arriving from an ad.
This is the work we did for a Dublin property agency — Google Ads pointed at landing pages built specifically around valuation requests and vendor leads, which produced over two hundred and forty qualified enquiries. The mechanic is not complicated. It is just that almost nobody builds the site around it.
Promise something specific
'Contact us for a valuation' asks the homeowner to start a relationship with a salesperson. That is a bigger commitment than it looks and a lot of people will not make it.
Say what actually happens: who comes, how long it takes, that there is no obligation, and when they will have a figure. Removing the uncertainty about what they are agreeing to converts considerably better than any headline change.
Ask less than you want to
Name, address, phone. That is enough to do the job. Every additional field costs submissions, and you can ask the rest on the phone.
The address is the one that matters, because it lets you arrive at the call already knowing the street, the recent comparables and roughly what you are going to say. That preparation is what makes the first call sound different from the other two agencies.
Answer it within the hour
Vendors frequently request valuations from more than one agency in the same sitting. The one that rings back first is usually the one that gets to set the terms of the conversation.
Requests arriving in the evening and at the weekend are the ones most often lost, and they are also when homeowners actually do this. Decide explicitly who is covering those hours.
The ones who are not ready yet are still worth having
A proportion of valuation requests come from people who are twelve months away, or curious, or refinancing. Agencies write them off.
They are exactly the list you want when the market turns. A quarterly note on what has sold locally keeps you present without effort, and when they do decide to move you are not one of three names, you are the name.
Measure the right number
Not valuation requests. Instructions won per euro spent, and eventually fee income per euro spent.
An agency optimising for request volume will end up with a lot of low-quality enquiries and a frustrated valuer. The number that pays the bills is further down the funnel and needs to be tracked all the way.
Written by Oscar Markham, founder of Dublin Growth Digital. We run lead generation for Irish estate agents and trades, reported every Friday in enquiries and booked work.