In recent years, there has been a noticeable increase in the number of sales progression providers entering the UK property market. It’s a direct response to how much more complex, protracted and pressured the sales transaction process has become, and to the growing recognition that sales progression is no longer an “add-on” to estate agency, but a distinct and valuable function in its own right.
When we launched ASAP over a decade ago, we were the only business focused exclusively on sales progression. Today, there are an estimated 25–30 providers operating across the UK, most of them local boutique businesses. This growth reflects an important shift in mindset among agents: a stronger emphasis on customer experience, a clearer understanding that sales progression is critical to getting paid, and a growing appreciation of how specialist outsourcing can strengthen and complement an agency’s core operation.
Transactions are sadly taking far longer today than ever before, with the average time to exchange now standing at 123 days[1] and involving far more moving parts. Conveyancers are under greater strain than ever, juggling high caseloads while navigating increasingly complex compliance requirements. That pressure inevitably translates into slower progress, more unanswered queries and higher fall-through rates.
This is where outsourced sales progression can deliver real commercial value. A dedicated sales progression partner provides consistent oversight of the transaction, proactively chasing updates, resolving issues early and keeping all parties aligned. At ASAP, our fall-through rate is just 9%, compared with an industry average of approximately 30%. Crucially, outsourcing also frees negotiators and branch managers to focus on winning instructions and supporting clients, while a sales progression specialist ensures each sale is driven through to completion.
What remains disappointing is that some agents still fail to prioritise sales progression at all. This lack of focus plays a significant role in the delays and frustrations buyers and sellers experience. In a chain, progress is only ever as fast as the slowest party involved. If one agent isn’t engaged, obtaining timely updates becomes incredibly difficult and the entire chain suffers as a result.
Agents ultimately have two viable options: employ someone whose sole responsibility is sales progression, or outsource the function to a specialist provider. What is no longer sustainable is treating it as an afterthought. Maintaining momentum from offer agreed through to completion isn’t a luxury – it’s essential. Effective sales progression protects pipeline value, improves client satisfaction and can be the difference between getting paid or not.
For agents considering outsourced support, ASAP stands apart from other providers through our genuinely end-to-end service, Complete ASAP. Unlike many sales progression companies that only step in post-sale, we manage the entire journey, from the point of listing right through to completion, ensuring continuity, accountability and momentum throughout. This service is free to agents, with a referral fee paid back to the agency, meaning no additional overheads and immediate commercial benefit. For agents looking to improve cashflow, reduce fall-throughs and deliver a consistently stronger customer experience, it’s a model that delivers measurable results.
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[1] According to TwentyEA data