The future of estate agency is about …

March 18, 2016

…. having connections to homeowners and the knowledge of what those homeowners want.

Its as simple as that..

But this is where we fail as as industry …. do homeowners who might want to sell in 6 or 18 months want to know about how many houses you have sold this week? how you have smashed your targets this month or you have the best click thru rate on Rightmove?

They don’t give damn!

I don’t care, your mother in law doesn’t care, homeowners (and landlords) simply don’t care .. (.. and why should they – you don’t care about them)

Agents … Stop talking about yourselves, your firm or your services .. nobody likes anyone who talks about themselves . Nobody cares (except your Mum and boss) about any of that rubbish.. Nobody cares about your click thru rates (except your Mum – but she’d be proud of anything you do), nor the fact you have sold 5 houses in 30 seconds whilst riding a unicycle, they don’t care you are part of a network of 200 offices nor the fact your agency has been in business since 43 BC. Nobody is going to say, wow they open 8 days a week, 26 hours a day … nobody cares.

.. again .. the don’t give a ****.

.. but I do know what homeowners (and landlords) do care about. What they are interested in …

Themselves.

Talk about the homeowner, talk about their local property market, talk about how their town has outperformed the neighbouring town, talk about how their estate has outperformed other estates in the town  .. then you will the top dog agent in no time – .. because you will talking about something your potential clients are interested in.

Have a look these agents .. they are talking about the local property market …  on videos, newspaper editorials, newsletters, social media .. and it has a name and its called ‘content marketing’ … this is what ‘content marketing for estate agents’ looks like!

For you social media people ….

Click on the Chelmsford Blog to go to the Blog …

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Newspaper editorials …

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Newsletters (click on the pic to download the full copy)

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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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