The Framework
The conversation starts later than the decision.
By the time a homeowner identifies themselves, they may already recognise names, remember results and have preferences.
The model
Five conditions before a conversation.
- 01AttentionA reason to notice.
- 02FamiliarityRecognition built through repeated exposure.
- 03TrustEvidence and relevance reduce uncertainty.
- 04IntentBehaviour begins to reveal timing.
- 05ConversationThe homeowner identifies themselves.
What an agent can see
Most of the decision is out of view.
Quietly forming
Recognition, familiarity, research.
Becoming observable
Exploration, repeat engagement.
Visible
Enquiry, reply, conversation.
Not a straight line
People don’t move in order.
A homeowner can sit in familiarity for years, jump to intent after a neighbour sells, then go quiet again. Trust can arrive before attention does, through a referral or a result down the street.
The sequence describes what tends to be present before a conversation. It is not a timetable, and nobody can say how long each part takes.
Understanding how the decision forms is useful.