Understanding a homeowner's true goal—not just selling their house—is the key to winning an instruction, according to Chris Webb, founder of The Estate Agent Consultancy.
The Real Goal Behind Selling
Webb argues that most homeowners do not want to sell their house for its own sake. Instead, selling is a means to achieve something else: an extra bedroom as children grow, a larger garden for a dog, a smaller home after downsizing, proximity to parents, a school catchment, or a shorter commute. That end goal, he says, is what the homeowner is emotionally invested in.
When an agent is invited into a home, the conversation naturally focuses on the property's value, marketing, and comparable sales. But while the agent thinks about the current house, the owner is picturing their next one—the bigger kitchen, the easier garden, the preferred school, or the town they have wanted to move to for years.
Motivation Shifts Quickly
Webb explains that motivation can change overnight when the right property appears, even if nothing about the current home has changed. The destination has. Suddenly, the valuation, timescale, and buyer quality matter more, and even a few weeks in the transaction can become critical because everything is tied to what the homeowner genuinely wants.
Helping with the onward move can also differentiate agents. If three agents give similar advice on the current property, the one who understands the homeowner's destination will stand out. That agent is no longer just selling a house—they are helping someone achieve something.
Decisions Gain Meaning
Once the goal is understood, decisions around the property take on more significance. An offer is not simply £10,000 higher or lower if it affects whether the seller can afford the next property. A completion date is not just a diary entry if it determines whether children can start a new school before September.
Webb concludes that while estate agents sell, market, and negotiate houses, the house itself is rarely what the client ultimately wants. They want what gets unlocked next, and the agent who understands that is better placed to help them get there.
