7 things Letting Agents can do to get more landlords to use their letting agency

You need to stand out from the crowd of the other agents in your town with your marketing and not fade into the background …

  1. You need to be the best letting agent

…..otherwise you are just inferior and second best. Be the best .. no landlord has every said, “I want the most mediocre agent in the town to manage my property”.  It’s time to aim for excellence. Stop selling your yourself and start telling landlords what they want to hear (because people don’t like to be sold to).

  1. You need to the different letting agent

.. because the opposite of different is uniform and standard. Be different .. not for different sake .. different in a way landlords (and vendors) will care about –

  1. You need to be a noteworthy letting agent

…. because the opposite of noteworthy is unexceptional, insignificant and boring. Its not about brand awareness anymore. If any part of your marketing is about brand awareness – that worked 10 years ago – but doesn’t work now. I know many brands – but I don’t use them – and the same goes for you. Being noticed is not the same as being noteworthy. Running down the street naked will get you noticed, but it won’t accomplish much and whilst it will get you a night in the cells at the local Cop Shop – it wont get you any new instructions. It’s easy to pull off a stunt, but not useful

  1. You need to an intriguing letting agent

….because the opposite of intriguing is boring, unexciting and unstimulating. Be intriguing by making landlords and vendors want to hear what you have to say.  Landlords wanted leaflets aren’t intriguing…. Would anyone miss them if you stop delivering them?

  1. You need to educate others

…. because the opposite of educate is neglect and ignorance. Be educational …. teach landlords and homeowners stuff they might not know, stuff they need to know.

  1. You need to be a remarkable letting agent –

….otherwise you are just average, ordinary and inconsequential letting agent .. And don’t forget .. remarkable doesn’t mean remarkable to you (or your Mum). It means remarkable to me. Is a landlords or vendor going to make a remark about it? If not, then you are average, and average is for losers.

  1. You need to be an extraordinary letting agent –

… because the opposite is just ordinary. You need to be an extraordinary agent but extraordinary isn’t for everyone. So bl**dy what? Most people are ostriches with their heads in the sand. Your goal isn’t to please everyone. Either your goal is to be like every other agent in your town (ie average and ordinary) or your goal is to be extra-ordinary. Please those landlords that will spread the word, those want an agent who knows what they are doing.

That is how you get landlords to swap letting agents from your competition to you

 

 

 

 

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 christopher@christopherwatkin.co.uk

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