The Real Value of Material Information: Why the Best Agents Lean In
There’s a growing realisation in the industry: material information isn’t just about staying compliant, it’s a business advantage hiding in plain sight. From building trust with clients to reducing fall-throughs and speeding up completions, the benefits are real and tangible. We invited an expert panel to share their thoughts on how material information can be a strength for agent.
Meet the panel:
- Toby Martin – Estate Agency Consultant
- Matt Baldock – Owner of Charles David Casson
- Sophie Lang – Director of Lang Llewellyn
- Ann Durrell – Managing Director of Maddox Noel Estate Agents
- Rowan Waller – Chief Scribe at the The Property Pen and ex estate agency owner
If it would affect your decision, it’s material
The golden rule, as Sophie put it, is simple: if you were buying or renting the property yourself, would this information change your mind? If the answer’s yes, it’s material. And chances are, your clients already know what should be disclosed, they just need a trusted agent to guide them through it.
Transparency builds trust and trust wins business
Matt highlighted a common moment on valuations: when a seller says something they hope won’t get out, that’s usually exactly what needs flagging. Being upfront protects everyone involved and helps prevent costly surprises later. As Toby added, it’s not just about giving clients reassurance it’s about helping them see how this process benefits them directly.
Better information = smoother transactions
From fewer fall-throughs to faster sales, the practical upside is undeniable. When agents gather material information early, issues are flagged before they can derail a deal. Sophie noted that it shows pride in your work and makes you stand out. It also means less chasing later and a more efficient, streamlined experience for buyers and sellers alike.
It’s not a chore. It’s a differentiator
Framing matters. As Toby explained, telling a vendor to “fill in forms before we list” feels like homework. But position it as a way to get a quicker sale, reduce the chance of legal comeback, and make the whole process easier and suddenly you’ve set yourself apart from every other agent they’ve spoken to.
It influences how you market and who you market to
Annalese pointed out a strategic benefit: the more you know upfront, the smarter your marketing can be. A four-bed home that can’t be converted into a HMO shouldn’t be targeted at investors. Material information isn’t just for compliance it informs strategy and helps position the property accurately from day one.
Use the right tools and streamline your journey
With forms like the TA6 and TA7 already part of the process further down the line, why not bring them forward? Rowan suggested using them at listing stage, both to speed up sales progression and to kick-start deeper conversations with vendors. It’s about working smarter, not harder.
Lead with credibility, not fear
When you can explain why you’re asking for this information and other agents haven’t you instantly position yourself as the more credible, more professional option. That alone can win instructions. It’s not about overwhelming clients, but about showing that you know what it takes to get their property sold with minimal stress.
The verdict? Material information isn’t just a checkbox. It’s your chance to prove you care, to operate with integrity, and to give your clients an experience they’ll remember and recommend. In a market where trust and differentiation matter more than ever, that’s not just valuable. It’s essential.
