Appraisal Nurture System for MKIEA
A proposal for MK Independent Estate Agency
Prepared for: Maurice Kilbride
Date: 13th November 2025
Prepared by: Lee Jamison & Seth Ward, YEAA!!
The Challenge You Identified
In Your Own Words
"I'm hopeless at nurturing... it's ad hoc and not good enough."
You conduct appraisals with homeowners who don't instruct immediately. Some are testing the water. Others have chosen a competitor. Many are just busy with life and need time.
The reality: They all will eventually sell - the question is: with you or someone else?
You intend to follow up consistently but get pulled in other directions running the business. Days turn into weeks. Weeks turn into months. The result: appraisals go cold, and instructions go to whoever stayed in touch.
The Solution
A Weekly Nurture System That Keeps You Top-of-Mind
01
Weekly Input (2-3 Minutes)
Once a week, you speak or type a brief market update. Examples: "Three properties under offer this week in Cheadle" or "Mortgage rates dropped - good for first-time buyers" or "Quieter November, but strong interest in family homes under £400k"
02
AI Creates Personalised Messages
The system transforms your update into professionally written messages in your voice. Each message is personalised to the recipient and includes your market insight for that week.
03
Smart Delivery Via WhatsApp/SMS
Messages go out via WhatsApp (or SMS if WhatsApp unavailable) on the right schedule: Weekly for people warming up (likely to instruct in 1-3 months), Monthly for people who said "maybe later", and Strategic timing if someone chose a competitor.
04
Zero Effort After Setup
Your only ongoing task: that weekly 2-3 minute update. The system handles scheduling, personalisation, delivery tracking, and frequency management automatically.
Why This Is Different From What You Have
You already have strong systems in place. This fills a specific gap that none of your existing tools address.
Your Existing Systems
  • Monthly newsletter to 10,000 contacts (general awareness)
  • Social media automation (public brand visibility)
  • Lettings qualification (handling enquiry volume)
This Nurture System
  • Weekly messages to 30-40 specific people who've had appraisals
  • Private, direct communication (95%+ open rates)
  • Personalised to their circumstances
  • Frequency adjusts based on their status

The key difference: It's the difference between broadcasting to thousands and maintaining relationships with dozens of warm prospects who've already met you.
Proof: Green & Company Results
Green & Company, a 4-branch West Midlands agency with a similar profile to yours, implemented this system in February 2025. The results speak for themselves.
30
Years in Business
March 2025 was their record month for new instructions in three decades of trading
3
Minutes Per Week
Managing partner's total time investment after initial setup, to send up to hundreds of personalised WhatsApp / SMS messages
1st
Conversion Rate
Highest monthly appraisal-to-instruction conversion rate in the first full month of deployment
"It does what I always intended to do but never had time to do properly."
— Green & Company Managing Director
What's Included
Initial Setup
  • Apex 27 CRM integration
  • WhatsApp Business API setup (with SMS fallback)
  • Knowledge base trained on Cheadle market
  • Tone of voice calibration to match your style
  • Team training (2 hours)
Ongoing Service
  • Weekly message generation from your updates
  • Intelligent scheduling based on appraisal status
  • Automatic frequency management (weekly/monthly/strategic)
  • WhatsApp delivery (SMS fallback)
  • Delivery tracking and engagement monitoring
  • Monthly performance reports
  • Up to 1,000 messages per month
  • Dedicated support
Investment & ROI
Monthly Investment
£300
12-month minimum contract
Annual Investment
£3,600
Fixed price, no hidden costs
Conservative ROI Analysis
1
Your Current Situation
40 appraisals per year
10 instruct immediately (25%)
30 go into nurture
8 eventually instruct (27%)
2
With Nurture System
Same 40 appraisals
10 instruct immediately (25%)
30 go into nurture
14 instruct (47% - Green & Co results)
3
Additional Revenue
6 additional instructions
£3,000 average commission
£18,000 additional revenue
500%
Return on Investment
£18,000 return on £3,600 investment
2.4
Months to Payback
System pays for itself in under 3 months

Even more conservative: If you only get 3 extra instructions (not 6), you're still at 250% ROI. The numbers work even if we're only half right.
Implementation Timeline
1
Week 1
Contract signed → Technical setup begins (Apex 27 integration, WhatsApp API configuration)
2
Week 2
Team training session (2 hours) → Knowledge base calibration to Cheadle market
3
Week 3
Test messages sent → Tone refinement → Your approval before going live
4
Week 4
System goes live → First nurture messages delivered to your appraisal database
5
Ongoing
Weekly updates from you (2-3 minutes) → Quarterly performance reviews
From contract to live: 3-4 weeks. Minimal disruption to your business. We handle the technical complexity whilst you focus on running the agency.
Why Now?
You mentioned it's quieter at this time of year. That's exactly why now is the perfect time to implement this system.
1
Implement During Quiet Period
Set up when you have breathing room. By spring market, it's running smoothly and capturing all those appraisals that would otherwise go cold over summer.
2
Build Database Now
Every appraisal from now through winter goes into the system. By March/April, you have 20-30 warm prospects. Spring starts with momentum, not from scratch.
3
Beat Post-Budget Rush
When budget uncertainty clears in January, homeowners will move. The agencies that stayed visible during the quiet period will be first in mind.
4
Compound Effect
The longer it runs, the more valuable it becomes. Starting now means by next November, you'll have 12 months of proven results and a database that's been nurtured consistently.
Risk Reversal
We understand you're making an investment. Here's how we protect that investment and ensure you're completely satisfied.
90-Day Performance Review
After 3 months, we'll review engagement rates, instruction conversions, and time investment. If you're not seeing improvement, we'll fix it or discuss an exit. No lengthy commitment if it's not working.
Transparent Reporting
Monthly reports showing messages sent, engagement rates, and instructions from nurtured appraisals. No black box. You'll see exactly what's happening and what results you're getting.
Richard Rawlings Oversight
Richard recommended us and reviews our client outcomes. If you're not happy, he'll hear about it. His reputation is on the line as much as ours, which keeps us accountable.
Next Steps
You have four options to move forward. Choose the one that feels right for you and your business.
1
Let's Do This
Reply "Yes, let's proceed" and we'll send the contract. Implementation starts within 48 hours. You're live in 3-4 weeks with your first messages going out.
2
More Questions
Reply with questions or book a 30-minute call to discuss specifics. We can also arrange a demo using actual Cheadle market data so you can see exactly how it would work for your agency.
3
See It Working
We can connect you with Green & Company's managing partner for a conversation about their experience. Hear directly from someone who's been using the system for months.
4
Not Right Now
Let us know and we completely understand. We'll check back in Q1 2026 when the market picks up and you might have more capacity to think about new systems.
Final Thought
"I'm always looking to improve what I'm doing."
— Maurice Kilbride
This isn't about replacing what you're doing well. Your monthly newsletter works. Your social media works. Your lettings qualification works.
This fills the one gap you identified: consistent, personalised follow-up with people who've shown interest but aren't ready yet.
The question isn't whether nurturing appraisals matters - you already know it does. You've seen prospects go cold. You've watched instructions go to competitors who simply stayed in touch.
The question is: Do you want to keep intending to do it properly, or actually do it properly?
For £300 per month, you can stop feeling guilty about the follow-up you're not doing and start seeing instructions from follow-up that happens automatically.

We'd love to work with you and your family business. Let's turn those appraisals into instructions.
Let's Get Started
Lee Jamison & Seth Ward
YEAA!!
Your Estate Agency Automator
In partnership with Richard Rawlings
We're ready to help you implement a nurture system that actually works - one that runs automatically whilst you focus on what you do best: running your agency and serving your clients.
Ready to proceed? Drop us an email and we'll get your contract sorted and implementation scheduled.