Total Instructions
303
Annual, all branches
Sales Agreed
175
Annual, all branches
Market Avg Instruction-to-Sale
56.5%
Across all branches
Market Avg Stock Reduced
34.3%
Annual average
Why we built this
Most agents tell you
what they want
you to hear.
We built this site because we believe vendors deserve to make decisions based on evidence, not promises. The estate agency industry has long operated on the basis of valuation meetings, glossy brochures, and bold claims. Very little of that is independently verifiable.
This dashboard draws on Rightmove Plus data covering 32 branches across South-East London — 2,072 instructions and 1,196 sales agreed between February 2025 and February 2026. Where possible, sales have been cross-referenced with Land Registry completion records to confirm final sale prices. The result is a transparent, data-driven picture of who is actually performing — and who is not.
Verified intelligence,
not marketing copy.
All data sourced directly from Rightmove Plus and cross-referenced with Land Registry records. No estimates. No spin.
What the data measures
Conversion discipline
The instruction-to-sale ratio is the most honest measure of an agent's effectiveness. It tells you what proportion of properties they take on actually sell — and how that compares across every branch in the territory.
Pricing accuracy
Price reductions are a symptom of overvaluation at instruction. We track what percentage of each agent's stock requires a reduction before finding a buyer, and how deep those cuts run.
Price achieved
Ultimately, the only number that matters to a vendor is what they walk away with. We track the final sale price as a percentage of the original asking price — confirmed against Land Registry records where available.
Instruction-to-Sale Ratio
All Branches
Percentage of instructions that converted to a sale agreed. Branches with 21+ annual sales agreed included.
Market Average
56.5%
Price Reduction Rate
Top 30 Branches
Percentage of each branch's annual stock that received at least one price reduction.
Market Average
34.3%
Expose shown in coral for reference.
Branch League Table
Annual performance across 33 qualifying branches (21+ sales agreed). Ranked by instruction-to-sale ratio. Click any row to view full branch detail.
The instruction-to-sale ratio measures the percentage of instructions that convert to a sale agreed. It reflects an agent's ability to price accurately, and execute their role effectively and in the client's best interests. Expose's 92% ratio is the highest of any agent in this territory with 30+ annual sales — a figure that reflects operational discipline, not volume. Click any row to see a full breakdown of that branch's performance against Expose benchmarks.
Price Reduction Analysis
Branches ranked by the percentage of their annual stock that received a price reduction. Based on annual branch reports.
A high price reduction rate is a symptom of overvaluation at instruction. When an agent consistently needs to reduce asking prices to find a buyer, it signals either poor pricing discipline, a strategy of winning instructions at inflated valuations, or both. Expose's 8.6% reduction rate is the lowest in the territory — meaning 91.4% of properties listed by Expose sold at or above the original asking price without any reduction.
What the Data Shows
Statistical analysis of 1,100+ property sales across SE19, SE20, SE25, SE27 and BR3.
The Evidence
The relationship between reduction rate and final price achieved is not coincidental — it is causal. Agents with high reduction rates consistently achieve lower final prices relative to original asking. The bubble chart below plots every brand in the territory: the further left, the fewer reductions; the higher up, the stronger the price achieved. Expose sits in the top-left corner. Each data point represents a property sale matched to its Land Registry completion record, confirming the final sale price rather than relying on asking price alone.
Key Finding
Properties that received
a price reduction took
48 days longer
to sell.
Reduced properties averaged 121 days on market vs 73 days for those that sold at or above their original asking price.
Statistically significant across all five postcodes (p<0.0001).
78%
of reduced properties sold below their original asking price
vs 31% of non-reduced properties
121d
average time on market for reduced properties
vs 73d for non-reduced
51.8%
average instruction-to-sale ratio across the territory
Expose: 92.1%
34.3%
of all stock listed annually receives a price reduction
Expose: 8.6%
Our Sales
247 verified sales from Jan 2022 to Mar 2026. Source: internal CRM records.
Total Sales
247
Avg % Achieved
102.5%
At or Above Asking
85%
Lifetime GDV
£122.5m
Avg Sale Price
£496k
Year-on-Year Performance
2022
101.6%
avg of asking achieved
34 sales
£17.3m GDV
2023
101.7%
avg of asking achieved
39 sales
£19.0m GDV
2024
102.7%
avg of asking achieved
76 sales
£37.2m GDV
2025
102.9%
avg of asking achieved
76 sales
£39.7m GDV
2026
103%
avg of asking achieved
22 sales
£9.2m GDV
The Cost of a Price Reduction
What the data shows about the financial and time penalty of reducing a property's asking price before finding a buyer.
Methodology
The deeper the cut, the worse the result.
Drawn from 463 matched property journeys — Rightmove listings cross-referenced with Land Registry completion records. Only properties where a price reduction occurred before a buyer was found are included. The pattern is consistent across all reduction depths.
Territory-wide finding
7.4%
lower final sale price
vs non-reduced properties
Territory-wide finding
61d
longer on market
for reduced properties
Territory-wide finding
£35k
average value lost
per reduced sale
Reduction Depth vs Final Outcome
The deeper the cut, the worse the final price achieved.
463 properties analysed
| Reduction Size | Properties | Avg % Achieved | Avg Days to Sale | Avg Value Lost |
|---|---|---|---|---|
| <3% | 51 | 96.6% | 112d | £15k est. |
| 3–6% | 211 | 94.4% | 94d | £25k est. |
| 6–10% | 157 | 90.9% | 98d | £41k est. |
| 10–15% | 34 | 87.1% | 96d | £58k est. |
| >15% | 10 | 78.4% | 111d | £97k est. |
Based on 463 properties in the territory with at least one asking price reduction before finding a buyer. £ value loss estimate uses £450k as a proxy for median list price. Source: Rightmove URL-matched journey data, SE19/SE20/SE25/SE27/BR3.
Why Pricing Accurately Changes Everything
The psychology of a price reduction and its compounding effect on the final outcome.
The Expose Approach
Accurate pricing creates competition.
Competition creates leverage for the seller.
When a property is priced correctly from day one, it enters the market with momentum. The listing is fresh, buyer interest is concentrated, and the seller holds the negotiating position. Multiple offers within the first two weeks are not uncommon — and when they occur, the seller has both price certainty and the ability to choose the strongest buyer, reducing the risk of a sale falling through.
The Four Consequences of Overpricing
The Buyer Gains Leverage
A price reduction is a public signal that the seller is under pressure. Every buyer who views the property after a reduction knows this. They will negotiate harder, offer lower, and move slower — because they can. The reduction has shifted the power dynamic before a single conversation has taken place.
The Seller Loses Control
Once a reduction is made, the seller is no longer setting the terms of the transaction — the market is. Buyers who have been watching the property know it has been reduced once and will wait to see if it reduces again. The seller is now reacting, not leading.
A Falling Market Compounds the Problem
In a nervous or declining market, overpricing is particularly dangerous. By the time a vendor's expectations have adjusted to where the market was six months ago, the market has moved again. Each reduction chases a price that no longer exists — and the client chases the market down.
The Onward Purchase at Risk
A protracted marketing period doesn't just cost money — it costs opportunity. Vendors who are buying onward lose their preferred properties, face renegotiation from their own buyers, and enter chains in a weakened position. The financial cost is visible in the data. The cost to onward plans is often greater.
How We Approach It Differently
Three
principles.
One outcome.
The same approach, applied consistently, across every instruction.
Competitive Pricing Drives Competition
Pricing accurately — or slightly below the ceiling — concentrates buyer interest in the first two to three weeks, when the listing is at its most powerful. This is when the highest offers come. A well-priced property in a strong market can achieve above asking without ever needing a negotiation.
More Offers Means More Choice
Multiple offers don't just prove the market to the vendor — they give the vendor the ability to select the right buyer. A cash buyer, a chain-free buyer, or a buyer with a mortgage in principle all carry different levels of risk. Having options means we can derisk the transaction, not just maximise the price.
The Freshness Window Is Short
Buyers on Rightmove and Zoopla see new listings within hours of launch. The first 14 days of a listing generate the highest volume of enquiries. Once that window closes, the property enters a secondary market of buyers who have already seen it and passed. Pricing correctly from day one is not a tactic — it is the strategy.