More than one in three estate agency proposals are sent after the six-hour window associated with higher instruction conversion rates, according to research from property technology firm Acaboom.
The study analysed 123,010 market appraisal proposals sent by UK estate agents during the first half of 2026 and found that 35.9% were delivered more than six working hours after a valuation appointment.
Previous analysis by Acaboom found that proposals sent within six working hours are 73% more likely to convert into an instruction than those sent more than 24 hours later, suggesting the delay could be affecting agents’ ability to secure new business.
Timing and conversion rates
Following a market appraisal, agents typically send homeowners a proposal outlining their recommended asking price, marketing strategy, fees and service offering. With many sellers obtaining valuations from multiple agents, the timing of that proposal can influence the final decision.
The research found that 64.1% of proposals were sent within six working hours, while 18.2% took more than two working days to arrive. Almost 4,800 proposals (3.9%) were not sent until more than five working days after the appointment.
The findings come as the property sector adapts to recent regulatory reforms, with agents facing increased competition for instructions in a challenging market.
Regional variations
The analysis identified regional differences in response times. The North West recorded the fastest median turnaround, with proposals sent 2 hours and 41 minutes after a market appraisal. The West Midlands (2 hours 49 minutes) and East of England (2 hours 55 minutes) also performed strongly.
By contrast, Scotland recorded the slowest turnaround, with a typical proposal taking 5 hours and 21 minutes to reach prospective clients—almost twice as long as in the North West. London agents took a median time of 4 hours and 2 minutes, while Wales (4 hours 21 minutes) and the South West (4 hours 38 minutes) were among the slower regions.
Brian Farrell, founder of Acaboom, said: “Most homeowners don’t decide which estate agent to instruct while the agent is sitting in their living room. They decide afterwards, comparing the proposals they’ve received, discussing them with family and weighing up asking prices, marketing strategies and fees.”
He added: “The surprising finding is that more than a third of proposals are still sent after that window. This isn’t about asking agents to work longer hours or spend more money. It’s about recognising that the proposal is one of the most influential moments in the homeowner’s decision-making process.”
Market implications
The data suggests that agencies sending proposals within the six-hour window may have a measurable advantage in securing instructions, particularly in competitive markets where sellers typically request multiple valuations.
The research did not examine whether slower response times were linked to specific business models or agency sizes, nor whether the conversion rate differential holds across all price points and property types.
