Biggest challenges facing agents is generating motivated buyer leads
The latest research by GetAgent has revealed that while seller activity remains relatively resilient across the UK housing market, growing buyer hesitation is weighing on overall market momentum, creating a more challenging environment for estate agents.
The survey of UK estate agents, commissioned by GetAgent, examined current market conditions, lead quality, business investment and expectations for the second half of 2026.
The findings show that more than half of agents believe current market conditions are weaker than they were this time last year, with 53% describing the residential sales market as either slightly weaker or much weaker. In contrast, just 20% believe conditions are stronger, while 29% feel the market remains broadly unchanged.
Despite the tougher backdrop, seller activity appears to be holding up relatively well. When asked how the quality of seller leads compares to a year ago, 48% of agents say seller lead quality has improved to some degree, while only 24% believe it has worsened.
However, buyer-side activity tells a different story. More than half of agents, 58%, say the quality of buyer leads entering the market has deteriorated compared to this time last year, while just 15% believe buyer lead quality has improved.
As a result, one of the biggest challenges facing agents in the current climate is generating motivated buyer leads, cited by 30% of respondents, closely followed by converting viewings into offers at 25%. A further 20% say progressing agreed sales through to completion remains the biggest obstacle in today’s market conditions.
In response to these challenges, the vast majority of agents are continuing to invest in their businesses. Some 87% say they are actively investing in order to navigate current market conditions, with AI and technology tools proving the most popular area of investment, cited by 21% of agents.
Brand awareness and local advertising ranks second at 18%, while social media marketing (14%) and digital marketing (11%) also rank highly.
The tougher market conditions also appear to be placing greater emphasis on lead generation. Nearly eight in 10 agents believe strong lead generation is now more important than it was a year ago, with 60% stating it has become significantly more important.
Looking ahead, agents remain relatively measured in their expectations for the second half of the year. While 29% expect the market to strengthen to some degree, 43% believe conditions will remain broadly the same and 29% expect the market to weaken further.
Co-Founder and CEO of GetAgent, Colby Short, commented:
“Seller intent remains relatively healthy and instructions are broadly consistent year on year, but buyer uncertainty is making it harder for agents to get transactions over the line.
That’s putting greater emphasis on strong lead generation. With competition for instructions high and sales taking longer to complete, quality opportunities have become even more valuable.
We’re seeing that ourselves. The cost of generating vendor leads has increased significantly, but we’re continuing to invest more than ever because we know there are still motivated sellers in the market and agents are continuing to get deals done despite the tougher conditions.
It’s also encouraging to see so many agents adapting, making the most of every opportunity and continuing to invest in their own businesses.”
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