5 most important things about your estate and letting agency

August 9, 2016

As estate (and letting) agents, we often skip the significant step of considering our marketing goals against our potential house seller and potential landlords objectives.

As a consequence, we fall in love with our own marketing message and don’t remember to question what it is the potential vendor (or potential landlord) needs to know or wants to hear.

We forget who is the most important person in the equation

It’s not hard to check if this is true of your estate and letting agency  .. merely answer the next two questions.

  1. What are the five most important things you want the potential homeowner and landlord to know about your agency’s service?

I bet you could list more than five couldn’t you?

Now answer this

2. What are the five most important things the potential homeowner and landlord wants to know?

.. be honest .. are they the same?

Do you think most potential homeowner and landlords would even get to three?

The potential homeowner and landlord, not the agency is the champion, the star of every standout estate and lettings agency.

… and what does that look like?

Stop talking about yourselves (we have this many branches, we have won these awards, we open 25 hours a day, we go on this portal, we have been open since 2BC .. because if a solicitor said that .. you couldn’t two monkeys – so why should a potential homeowner and landlord?

Instead, why not just say one thing, one thing like, ‘I will look after your home as if it were my own’

kind regards

Christopher

PS For more thoughts on being a better estate and letting agent .. here are over 200 posts on Linkedin about attracting more people to your estate and letting agency  .. just click on the picture to be taken to them

Screenshot 2016-08-08 07.00.59

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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