How to Win More Instructions by Communicating Better

AD | This season of Golden Nuggets: Movers & Shakers is supported by Rightmove Why does one estate agent win the instruction while another never gets through the door? For Ashley Cain, it starts with communication. In this episode of Golden Nuggets: Movers & Shakers, Ashley Cain, Owner of Moovahome Estate Agents, joins Silvia Eldawi to break down the communication playbook his team uses from the moment a seller makes contact — through the valuation, follow-up, marketing and eventually the sale. It’s not simply about being fast. It’s about making every touchpoint count. 🎙️ WHAT WE COVER • Why Ashley believes speed matters when a seller first gets in touch • Why speed without substance isn’t enough • Creating a consistent experience across every customer touchpoint • What happens when a valuation request arrives • Following up without becoming pushy • What makes a strong valuation appointment • Why property data is a tool rather than the entire valuation • Letting sellers have input into how their home is marketed • How sellers should compare estate agents before appointing one • What to check in an estate agency contract • Ashley’s Golden Nugget for winning more instructions 👀 WHO IS THIS FOR? Estate agents and agency owners looking to improve how they convert valuation opportunities into instructions. It’s also useful for sellers comparing agents, because Ashley turns the conversation around and explains what consumers should actually test before deciding who to appoint. 💡 GOLDEN NUGGET “Do what you say you’re gonna do.” Ashley says Moovahome won three instructions in a single week after another agent had received the valuation enquiries but failed to respond when they said they would. The lesson is simple: Speed matters. Communication matters. But ultimately, follow-through matters most. ⏱️ CHAPTERS 00:00 Do sellers actually like WhatsApp groups? 00:19 Rightmove supports this season 01:14 Why speed matters 02:39 The seller communication playbook 03:39 The pre-valuation touchpoints 05:31 Why data is only part of the valuation 06:08 Tell sellers what you won’t do 06:49 Where do you sit against the competition? 07:39 Let the seller shape the marketing 09:12 How should sellers choose an agent? 11:14 Ashley’s Golden Nugget 🤝 MORE FROM RIGHTMOVE Unlock more opportunities with Rightmove: https://hub.rightmove.co.uk/maximising-your-opportunity Discover more ways Rightmove is championing agents: https://hub.rightmove.co.uk/share-your-expertise/ 👤 ABOUT ASHLEY CAIN Ashley Cain is Owner of Moovahome Estate Agents in Swindon. With more than two decades in property, Ashley has built his agency around speed, communication, distinctive marketing and a highly systemised customer journey. In this episode, he opens up the playbook behind the touchpoints his team uses to turn enquiries into relationships — and relationships into instructions. 🔗 FOLLOW SILVIA ELDAWI Website: https://propologi.com/ LinkedIn: https://www.linkedin.com/in/silviaeldawi/ Instagram: https://www.instagram.com/silviaeldawi/ ▶️ WATCH NEXT Watch the complete Golden Nuggets: Movers & Shakers series: https://www.youtube.com/playlist?list=PLfgAOYYBteUk 💬 VIEWS & OPINIONS The views and opinions expressed by the host and guests are their own and do not necessarily reflect those of Rightmove. This content is provided for general information and discussion purposes only and should not be relied upon as professional, legal, financial or property advice. ✨ ABOUT GOLDEN NUGGETS Golden Nuggets gets property’s movers & shakers talking — uncovering the stories, debates, playbooks and lessons behind the people moving the property industry forward. Hosted by Silvia Eldawi.