Every rival agent will arrive with a figure and a smile. You are arriving with sources, dates and workings. This is how to use each page of the report while you are standing in someone’s hallway.
The seller cannot tell whether your number is judgement or flattery. They can tell whether you did the work. Show them the work, and the question answers itself.
Your logo, the address, the client's name, and the three headline figures.
Hand it over before you say a number. Let them read it themselves. The silence while they look at the cover is the most valuable ten seconds of the appointment.
“I’ve done the homework before coming. Everything in here is sourced.”
WatchDo not talk over them while they read the cover.
Evidence-based value, recommended launch price, and the six-week sale probability.
Three numbers, not one. The gap between the value and the launch price is your strategy, and the probability is your honesty.
“The value is what the evidence supports. The launch price is what I would market it at, and here is what that does to your chances.”
WatchIf a seller fixates on the launch price, bring them back to the value. That is the defensible one.
Six cards: value, launch, likely range, probability, confidence score, property at a glance.
The likely range is where negotiations actually land. Point at it early and you will never be accused of over-promising later.
“Most sales agree somewhere in this band. I would rather show you the band than a single flattering number.”
WatchThe confidence score is here. If it is low, address it before they find it.
Plain-English captions saying what those two numbers mean, and what they do not.
Most sellers have never seen a confidence score on a valuation. Explain it once and they will trust everything after it.
“A guarantee would be dishonest. This is how strong the evidence is.”
WatchRemoving this leaves two numbers nobody understands.
A short factual description of the home, its accommodation and its position.
Read it aloud. If anything is wrong, the seller will correct you, and you have just improved the valuation for free.
“Tell me if I have any of this wrong. It changes the number.”
WatchThis is written from the form. Errors here are the seller’s errors, and worth catching.
Floor area, price per square foot, and condition, with a note on how the figure was reached.
Price per square foot is the language of professional valuation. Using it makes you sound like a surveyor rather than a salesperson.
“Your street trades at roughly this per square foot. Your home is this size. That is where the figure starts.”
WatchIf floor area is unverified, it says so. Own it — offer to arrange an EPC.
The sold homes behind the figure: address, size, rate, date, price, and the weight each carries.
This is the section that wins the instruction. Every rival agent brings a number. You are the only one bringing the receipts.
“These four sales are why. Number 2 sold in July for this, at this per square foot. You can look it all up.”
WatchKnow why each one carries the weight it does. A seller who asks and gets a shrug learns you did not read it.
A chart showing how the chance of selling within six weeks falls as the asking price rises.
The single most persuasive object in the pack. When a seller asks for more, do not argue. Put a finger on the curve and let it answer.
“We can absolutely ask that. Here is what it does to your chance of a sale in six weeks.”
WatchNever use it to bully. Show it, then stop talking.
How the wider local market is moving, and where this street sits within it.
Useful for sellers who have been watching the portals and formed a view from asking prices rather than sold prices.
“Asking prices tell you what sellers hope for. Sold prices tell you what buyers paid.”
The mechanics of a stale listing: fewer viewings, an early reduction, a lower final price.
The hardest conversation in the job, already written down. Let the page be the bad guy so you can be the ally.
“I am not going to flatter you into a price cut in six weeks. I would rather lose the instruction than do that.”
WatchSay this before they ask for a higher figure, not after.
The formal launch recommendation, in one paragraph, with the reasoning.
Your professional opinion, on the record, in writing. Sellers keep this page.
“That is my recommendation, and I have put my name to it.”
Four cards about your agency: photography, review process, honesty, communication.
Read last, if at all. The evidence has already done the selling. This is a reminder, not an argument.
“I will leave that with you.”
WatchEdit these to be true of your agency. Generic claims undo the credibility the evidence just built.
Your fee including VAT, and what the seller is likely to walk away with.
Sellers care about the number at the bottom, not the percentage. Showing proceeds rather than a rate reframes the whole conversation.
“This is what you would expect to have in your hand, before your mortgage and legals.”
WatchTurn this off if you prefer to discuss fees verbally. Many agents do.
The services covered by your fee, in one line.
Pre-empts the cheapest-quote comparison. Costs nothing to include.
“All of that is in the fee. There is nothing else to pay.”
The four figures restated, with one closing sentence.
The page a seller photographs and sends to their partner. Make sure it says what you want repeated.
A waterfall of every adjustment, from the anchoring sale to the final figure.
Hand this to the sceptical spouse. It is the page that survives being read twice.
“Every pound of that is itemised. Argue with any line and I will change it if you are right.”
WatchBe ready to defend each line. That is the point of it.
Three columns: confirmed from records, taken as described, still to confirm.
The most counterintuitive section, and the one that wins trust. You are volunteering what you do not know, before anyone asks.
“This column is what I have not been able to confirm yet. I would rather tell you now than have a survey tell you later.”
WatchCannot be switched off. A valuation that hides its assumptions is the thing this product exists to replace.
A statement that this is an evidence-based market appraisal, not a RICS Red Book valuation, survey or legal advice.
Nobody reads it. It protects you anyway.
WatchCannot be switched off. Removing it would misrepresent what the report is.
A written covering email to the seller, ready for you to review, edit and send.
Never sent automatically. It arrives with you, in your voice, for you to check.
WatchRead it before sending. It is a draft, not a decision.
A separate admin PDF listing every source, every assumption and everything outstanding.
Read this in the car before you knock. It is where the answers to awkward questions live.
WatchNever give this to a client. It is marked admin only.
A seller who challenges your figure is not challenging you. They are challenging a comparable, a floor area, or an adjustment. Find which one, turn to that page, and answer it. If they are right, change the figure and say so out loud. You will have won more trust in that moment than any pitch could buy.
And when the evidence is thin, say the evidence is thin. The confidence score is on the page whether you mention it or not. Mentioning it first is what separates you from every other agent who has stood in that hallway.
Evidata reports are evidence-based market appraisals. They are not RICS Red Book valuations, surveys, or legal advice. Every report is produced from public records and the information supplied, and is reviewed by you before it reaches your client. Four sections cannot be switched off: the cover, the headline figures, what we checked, and the limitations statement.
One credit produces one report, and credits never expire. Prices shown are the total price.