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113% increase in Resi Sales Income in 9 months (and 65% in lettings income)

Content is King .. what the hell does that really mean?

Its all a load of cr*p some people would say. Probably is.

Most agents, be they estate agents or letting agents scratch their heads and ask how is it done, where do I start and most importantly, what is it really all about. Estate and letting agents have always been in the business of attracting customers (sellers with a property to sell and landlords with properties to let) with a service proposition wrapped in a nice box and presented in something called a brand, but a brand has to have something to say. In order to do that, a brand has to have meaningful content. Seems rather obvious, when you think about it.
Admittedly though, brands have taken it up a level when it comes to the content they deliver. What constitutes “content” has gotten much richer over time. Back in the day, a business card touting your services or an A5 leaflet listing the features of your firm was content at its best (ARLA registered, No sale no fee, no let no fee, professional etc etc). Then along came websites, allowing letting agents and estate agents to go beyond just providing information about the services they provide. Suddenly, we had the method and the space to talk about the way of life that goes along with our services, not just the product itself. That’s when content marketing as we call it today got its start.

Content marketing is more about giving landlords and sellers what they need, than it is about pushing products. It’s through engaging content that we build the brand and an emotional connection with current and future landlords and property sellers.
Start by thinking about what your landlords / vendors want in their lives, and how that can match up with what you can uniquely deliver. Think through what you can give your landlords that will help them live their lives, help them to get things done, and most importantly help them. If as a letting agent you start by putting your landlord’s needs first, and determine the kind of content you can create that could satisfy those needs.
All good marketing starts with knowing your landlords, what makes them tick, and what they need to accomplish their goals. The only two thing’s that turns on a landlord and house seller is …

How much is my house worth?
Where is the next one I want to buy?

If you really know your landlords and potential house sellers , and answer this questions with answers, then you can figure out how to give them what they need to keep them happy and engaged — and how to keep them coming back to you in the process. If you adopt a step by step approach to capture the attention of landlords and vendors, 99.999% who use an opposing agent, then get and build their interest using great content, so they will eventually want to come and talk to you.That’s content marketing for your letting agency or estate agency, for your landlords and house sellers.

Does it work? This agent uses content market .. and in 9 months increased his well established letting agency income by 65% in nine months and rest sales income by 113% in nine months

He calls, his content marketing ‘landlord farming’ .. watch this 6 min video (and his blog is below the video)

This is his blog .. http://southockendonproperty.blogspot.co.uk

These are the sort of newsletters  (click on the picture for both sides) he did …

Screenshot 2016-01-16 11.32.12

and here is another example .. (again click on the picture to read the full edition .. all four sides)

Screenshot 2016-01-12 08.17.08

here is one from Northampton … (again click on the picture to download the full newsletter)

Screenshot 2016-01-20 10.27.56

and from the North West (again .. click on the picture to download the full newsletter)

Screenshot 2016-01-20 10.30.28

and Newspaper Editors love them as well ……

Screenshot 2016-01-20 10.34.56


You have three choices …

  1. Do nothing and let your competitors start writing articles like this, meaning they get more properties and you dont
  2. Start writing themselves yourselves
  3. Love them, but couldn’t write articles like this every week .. no stress .. we are a group of four Ghostwriters .. we write all these articles and we can write them for you  … look me up on Linkedin or email me [email protected]

Christopher Watkin

Christopher Watkin

I teach, guide, support, mentor, consult, counsel, partner many hundreds of UK Estate and Letting Agents in their quest to grow their estate and lettings agencies business. Old school techniques of touting, landlords wanted leaflets, ring us for a free valuation, we have sold this in your street leaflets don't work anymore. There are too many competitor agents .. meaning cheap fees are epidemic, overvaluing is almost a norm to get the stock and don’t even mention about the online/hybrid threat. So a few years ago, I set about looking around the UK and spotted that certain agents (not many mind you) in certain towns were still seen as the ‘go to person on property’, the person the newspaper editor rang up every week for a comment and I looked at what they did and they were doing some thing quite remarkable…. Only one thing but they were doing it so well .. and reaping the reward in terms of decent listings and decent fees, happy staff, decent sales pipeline and exchange income, managed lettings portfolios in the many hundreds .. but more importantly, they really enjoyed the job… they enjoyed getting up in the morning and people looked up to them Over 400 agents around the UK are on a mission to change the way our Estate and Lettings agency profession is perceived and looked upon, doing it town by town, city by city. I guide these 400 agents, teach them, mentor them and support them to be seen in a different light, to be seen as the ‘go to person for property’, actually be the ‘local property expert’ and prove it. Christopher Watkin 07950 147 572 [email protected]

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