Let’s be honest, most "Book a free appraisal" posts are ignored. Why? Because they’re asking too much, too soon. In today’s market, homeowners are curious, but not necessarily committed. The key to generating more appraisal requests is creating intrigue, urgency and a little healthy fear of missing out.
This playbook will help you flip the script. Instead of chasing sellers, you’ll learn how to use subtle, psychology-based triggers that make them reach out to you. No pressure. Just smart, strategic marketing that works.
What really makes a homeowner take that first step
Most people don’t book an appraisal just because they saw a “Book Now” button. That’s not what moves them. The real spark is usually something they feel. A neighbour’s success. A market shift. A sense that they might be missing out.
The decision to act doesn’t begin with intent, it usually starts with a fleeting thought: “I wonder what ours would go for?”
As such, your job isn’t to push them, rather it is to make that thought feel so relevant, so timely, that they want to find out.
Subtle cues homeowners respond to
What’s happening nearby – the power of proximity
Sold signs, “just listed” flyers, removals down the street, they all trigger comparison and curiosity. When someone sees movement in their neighbourhood, it raises an unspoken question: “If they’re moving, should we be thinking about it too?”
It creates a sense of momentum. Familiar streets start to feel like shifting ground, and people want to understand what that shift means for them.
What others are achieving – the comparison effect
If a similar home nearby just sold quickly or above asking, homeowners instinctively wonder how theirs might stack up. This isn’t about envy, it is about benchmarking: “They got that much for that? What could ours be worth?”
Seeing someone else’s success makes the market feel real and potentially rewarding.
Where they are in life – milestone mindset
Life transitions are powerful motivators. End of school terms, home anniversaries, even changing seasons can subtly nudge people into reassessment mode. These moments don’t scream “Sell now!” but they create a natural pause for reflection: “Is this still the right home for where we’re at?”
Agents who understand these quiet milestones can time their messaging to land when people are already primed and thinking ahead.
What they’re feeling – emotional readiness over logic
Selling a home is rarely just about money or market timing. It’s emotional. It’s about closure, possibility, even identity. A homeowner might have been thinking about moving for years, but only now does it feel right. These are delicate moments. Pushing too hard shuts things down. But a well-placed post or conversation can gently open the door: “If you’re starting to wonder, it might be time to find out.”
To tap into these moments, think more like a guide than a marketer. You’re not convincing them; you’re creating space for curiosity to grow.
- Spark a question, not a decision
- Be the guide, not a salesperson
- Offer insights, not pressure
Three mini frameworks to apply
1. Show → Suggest → Step back
Show them what's happening locally, suggest they might want to understand how it affects them and then step back, giving them the space to come to you.
2. From curiosity to clarity
Your role is to take a fuzzy thought (“I wonder if now’s a good time”) and help them move toward clarity, without pushing them into commitment.
3. Emotion → Reflection → Action
A well-placed post or story can trigger emotion. That leads to reflection (“Are we missing out?”). When done right, this leads to action and that’s your appraisal request.
The four events to spark homeowners’ curiosity
Each of these events taps into specific emotional drivers that make homeowners sit up and think: "Maybe it’s time". These aren't generic market updates; they’re real-life nudges that help homeowners connect local activity to their own potential plans.
The secret is in the timing and delivery. You’re not just reporting on market movements; you’re showing homeowners what those movements mean for them. Here's how to turn these four common events into compelling triggers and how often to use them for the best results.
1. Sold signs nearby
Emotion triggered: Social proof, competitiveness, validation
Why it works: Seeing a nearby property sell (especially quickly or for a high price) can make sellers wonder if they’re missing out. People often benchmark their home’s value by what their neighbours achieved.
Actions:
- Post a local property with a "SOLD" banner and add context: "Sold in just 6 days, less than 500m from your doorstep." Link to a landing page offering a local market report or instant valuation tool.
- Share it as a story with a poll: "Would you sell if your home could sell this fast?" Use the story link feature to take them to your instant valuation tool.
- Pair it with a short caption like: “Another one gone. Want to know what yours might go for?” Link to a soft valuation enquiry form or lead capture quiz.
Visual tip: Use a stylised street map or sold sign overlay with bold property stats.
2. Dramatic price changes
Emotion triggered: Anxiety, urgency, self-reflection
Why it works: Large price adjustments make people wonder whether they’ve missed the peak or if they’re holding out too long. Even for homeowners not actively thinking of selling this might cause them to pause and reassess.
Actions:
- Feature a price drop or major sale over asking price with a “What changed?” angle. Link to a blog or post breaking down recent local pricing trends.
- Email subject line: “Price drop alert in [postcode] — what would you do?” Link to a landing page offering a free “current home value” tool or PDF download.
- Use a slider in Instagram Stories: “Too much? Just right? You decide.” Link to your contact form or price tracking newsletter opt-in.
Visual tip: Include a simple "Was $XXX, Now $XXX" graphic to draw the eye.
3. New listings in the [area]
Emotion triggered: Comparison, territorial instinct, market awareness
Why it works: New listings make homeowners think competitively, “Is their house better than ours?” It prompts people to evaluate how their property stacks up.
Actions:
- DM or mail drop script: “A new property’s just gone live in [postcode]. Want to see how yours compares?” Include a QR code or link to a “compare your property” valuation tool.
- Facebook carousel: “Two homes, same postcode. Which would you choose?” Add to the final carousel card a CTA: “Want a private comparison? Click here”. Add urgency: “Yours could be next.” Link to your seller success stories or appraisal booking form.
Visual tip: Use split-screen imagery of the new listing vs a similar past sale.
4. Interest rate changes
Emotion triggered: Financial concern, FOMO, forward planning
Why it works: Rate changes create natural decision points. Even if someone isn’t thinking about moving, changing rates bring their finances front of mind, making “What’s our home worth?” a relevant question.
Actions:
- Email subject: “What the latest rate rise means for your property plans.” Link to a simple explainer post or free consultation booking form.
- Story overlay: “Mortgage rates are rising — would you move sooner if you knew your value?” Use the story swipe-up or link sticker to direct to a financial impact calculator or valuation tool.
- Blog-style post or video: Break down what’s changed and how it could affect selling timelines or buyer demand. Include inline CTAs linking to an appraisal form or downloadable guide.
Visual tip: Use a timeline graph or quote from a trusted lender or economist for added authority.
Pro Tip: Layer these triggers together over time. One week it’s a sold sign. The next, a rate change. Keep the appraisal question front of mind without ever directly asking for one.
Call-to-actions (CTAs) that create curiosity, not pressure
The goal of a great CTA in this context isn’t to convert immediately, it is rather to open a door and provoke contemplation. The right call-to-action should feel like a helpful suggestion, not a demand.
The key principles:
- Keep the ask small
- Focus on what they get (not what you want)
- Frame it as insight, not a service
Here are three categories of CTAs you can use to gently pull homeowners into conversation.
Neighbourly CTAs
Use when you want to create a sense of social proof and comparison
- “Want to know what your neighbours are getting for their homes?”
- “Another home just sold in [postcode]. Think yours could beat it?”
Link to a landing page with recent sales in their area or a “check your street” postcode tool
Soft offer CTAs
Use when you want to remove friction and make it feel risk-free
- “Happy to give you a ballpark estimate — no commitment needed.”
- “We’ve just updated our price check tool. Want early access?”
- “Get an insight, not a sales pitch.”
Link to a stripped-back appraisal request form with clear language like: “No pressure, just an initial idea of what it might be worth.”
Passive CTAs
Use when targeting homeowners who may not be ready but are quietly interested
- “Thinking of moving in 2025? Start with a market check-in.”
- “Curious about what your home’s worth now? We can show you quietly.”
- “We’ve helped others sell without going public — want to know how?”
Link to an “off-market appraisal” enquiry form or private consultation booking.
Tip: Test using these CTAs in low-pressure environments such as email footers, story stickers, casual social captions, before rolling them out in ads or more prominent placements.
Where and how to post
Not every platform is created equal, and neither is your audience’s mindset on each one. Here’s how to adapt your messages and CTAs for different platforms based on how people use them and what they’re primed to do.
Facebook posts
Best for: Local updates, community pride, light engagement. Use soft or neighbourly CTAs at the end.
Use:
- Carousel: Before/After, Just Sold vs Just Listed
- Add a poll: “Would you sell if your home could fetch that price?”
Link to: Local market updates or appraisal form
Instagram stories
Best for: Micro-interactions, passive engagement, curiosity. Keep it visual, brief, and non-salesy.
Use:
- Polls, emoji sliders, “Tap to see what it sold for” overlays
- Q&A boxes: “Want a quiet price check?”
Link to: Appraisal tool, contact form, or lead quiz
Email marketing
Best for: Deeper context, subtle reminders, long-term nurturing. Use soft offer CTAs with confidence framing.
Use:
- Subject lines like: “Your street has changed, has your home’s value?” or “This postcode just broke a record. Want the details?”
- Add featured listings, testimonials, or price change alerts
Link to: A valuation landing page or recent sales gallery
Local group messages
Best for: Personal connection, VIP updates, fast engagement. Keep it chatty and informal.
Use:
- Short bursts like: “Just saw another sale on [street]. Thinking of selling next year?”
- Include a link or ask for a private reply
Link to: Personalised appraisal or booking calendar
TikTok
Best for: Attention-grabbing visuals, trends, behind-the-scenes insights. Encourage viewers to comment postcode or DM for details.
Use:
- 15-60 second videos with overlays like: “How much did this home actually sell for?” or “This seller got $42K over asking — here’s how”
- Use trending audio or voiceovers to tell a quick story
Link to: Profile bio with link to free valuation or “price my home” quiz
Best for: Research mode users, long-term planners, homeowners dreaming ahead. Focus on planning and insight, not urgency.
Use:
- Pin infographics: “Top 3 ways to boost your home's value before listing”
- Checklists: “Should I sell this year?”
- Link pins to your lead magnets, home prep guides or appraisal tools
Link to: Resource library or long-form appraisal explainer page
Pro Tip: Repurpose once, distribute widely. One strong trigger idea (like a sold sign or rate change) can become:
- A carousel on Facebook
- A story poll on Instagram
- A video on TikTok
- A checklist pin on Pinterest
- A quick stat on SMS
- A subject line in your next email
The core message or trigger can stay the same, what changes is how you deliver it across different platforms. A sold sign, for instance, might be a bold graphic in a Facebook carousel, a curiosity-led video on TikTok, a quick poll in Instagram Stories, or a subject line in your next email. Tailor the tone, visuals and format to match the way people engage on each platform.
Done-for-you micro scripts
Sometimes the hardest part is knowing what to say and how to say it without sounding salesy. These done-for-you micro scripts are designed to be dropped into Facebook posts, Instagram captions, Stories, emails or even SMS. They’re curiosity-first, pressure-free and focused on one goal: sparking that initial conversation.
Here’s how to use them:
- Stories or Reels: Add text overlays to video or image clips (with poll stickers or DM prompts)
- Feed Posts: Use as the opening line to hook attention
- Emails: Lead with these in the subject line or opening paragraph
- Direct Messages: Use casually to follow up on engagement or as a first contact nudge
Curiosity hooks
“Your neighbour just sold for $42K above asking. Want to know why?”
“Two homes listed. One sold. One didn’t. Want to know what made the difference?”
“Another local listing. Another quick sale. Quietly wondering what yours might fetch?”
“The market in [postcode] just shifted — have you seen the latest numbers?”
“They waited. Their neighbour didn’t. Guess who got more for their home?”
Soft inquiry prompts
“Wondering how much your home is worth in today’s market, without the hard sell?”
“We’ve just updated our market tracker for [postcode]. Want a quick check-in?”
“Not ready to sell, but curious what you’d get right now?”
“Happy to send you a rough estimate, no strings attached.”
“We can do a quiet appraisal — nothing on the market, just a private update.”
Response nudges
“Pop your postcode in the comments or DM - I’ll send you a quick range.”
“Want me to send you a rough idea of the value - just between us?”
“It’s free, private and takes 60 seconds, let me know if you’re curious.”
“Want a quick idea of what buyers might pay? I can send you a few examples.”
“No catch, no pressure, just some helpful insight if you’re even slightly curious.”
“If you’ve ever wondered what your home’s worth - without actually having to talk to anyone - we’ve got you.”
“We’ll only get in touch if you want us to. Curious? Tap here.”
These scripts lower the barrier to entry for homeowners and make it feel natural for them to raise their hand. Use them consistently across your channels to turn passive interest into inbound conversations.
Conclusion
You don’t need to beg for appraisals; you just need to spark curiosity. By understanding what makes sellers tick (and click), you can build a steady stream of inbound enquiries without ever sounding desperate.
Start using these triggers today, and watch your next DM, email or comments turn into an appraisal request, without ever asking for one.
