99% of Estate Agent Marketing might not be working

September 26, 2016

In this 21st Century internet 24/7 world that we live in, many people have started to believe everything can be measured. Everything has a number, be it time, click thru rates, sales, targets, open rates etc etc

Many people are also believe that an action will always result in a reaction.

Estate Agency marketing is now created with the expectation that it will deliver an immediate (notwithstanding short-term) reward. Look at your marketing and I bet 99% of it is geared to try and persuade people whom are about to put their property on the market to use your agency … NOW.

… but the vast majority don’t want want to put their property on the market now.

You see, the best marketing doesn’t work this way   … do something today and get something tomorrow. As in life, near instantaneous payoffs rarely lead to constant and continual results.

Reflect on the difference between the ‘All You Can Eat’ restaurant targeting spontaneous passersby and the restaurant that takes weeks to get a reservation because they consistently delight clients who return.

Is your agency the ‘£10 all you can eat buffet’ … or the 5 star No.1 Trip Advisor Restaurant, with its Michelin star, that is booked up for weeks at the weekend?

When we adopt a short term outlook it changes the marketing we produce. As agents, we elevate our marketing for conversion at the expense of connection. Our attitudes and resulting actions demonstrate that we value quick wins over incessant and unceasing progress.

The awesome work you do today as an estate agent might take months or even years to have an impact on your bottom line… the question is .. only you have the power to choose whether you are here for today or next year?

If you are in it for the long term.. here are a series of videos that can make you the estate or letting agent that is the Michelin star restaurant – not the ‘£10 All You Can Eat Buffet’

As always, that you for reading my article

kind regards

Christopher Watkin

Some chap that helps new and existing Estate and Letting Agents get more instructions, more listings and bigger market share - but you wouldn't be interested in that - would you? Oh you are? Well - have a look see below - you might find things of interest?

email christopher@christopherwatkin.co.uk

400+ blog posts on getting more people (house sellers or landlords) for your estate agency or lettings agency  http://how-to-grow-your-lettings-agency.blogspot.co.uk

my thoughts on video on how to succeed in UK estate/letting agency   (15+ videos) https://goo.gl/Zzw4LN

 

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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