90% of estate agents are wasting their money and time with their advertising / marketing spend. 

July 17, 2017

The attention of potential homeowners and landlords is the only thing that matters in this cluttered noisy 21st Century world to be a successful agent .. if they don’t know who you are – they wont ask you for the free val … and no free val – means no listing

Therefore, before you can tell potential homeowners/landlords how wonderful your lettings or estate agency is .. before you can do any of that .. you have to have their ATTENTION

Without v attention – vendors/landlords you cant do anything

Because, once you have their ATTENTION .. then you can tell the story of your firm.

That is why 90% of estate/letting agent’s marketing is about ‘brand awareness’

… yet those agents are throwing money in the bin because that type of marketing doesn’t work anyway as good as it did in 2007, 1997, 1987…

… everyone is ignoring your agency advertising

Take your agent hat off and think like a human being for one second

  1. Do you watch TV commercials? … I didn’t think so. Nobody does .. everyone fasts forward them
  2. Do you ignore adverts in newspapers? I thought you did .. and so does everyone else ignore them
  3. Do you bin direct mail? Yes, I thought so …. As does everyone else.
  4. We have got ninja sharp and adept at ignoring banner ads on the internet .. you can blank them out …as can everyone else in the UK

.. but we, as estate/letting agents spend hundreds and thousands of pounds each month to making such adverts (hi, we are a great agent, we offer these services, we open 26 hours a day and 8 days a week, we have won this award, we have so many branches, we have sold this many houses this month, look at our Rightmove stats, look at our Trustpilot scores, we are brilliant) and then spend even more money distributing them in newspapers and leaflets

Nobody tonight will carefully go through their direct mail .. and read every line? You will be lucky if it gets opened

You know the old tactics dont get the same results .. yet the estate and lettings industry still keeps doing it.

Why?

… because you don’t know any better!

Until now…

There is a new way .. a way that is 21st century rolled up in good old fashioned Victorian values

Instead, stop talking about yourself, your firm, your services, your fees …. Instead, start talking about things that interest landlords and homeowners.. stuff that is valuable to them, stuff that is intriguing to them.

… because people will be attracted to things that interest them

All you have to do is stuff like these agents ..

If you want to know more about these techniques .. here are over 80 training videos on getting more business for your lettings and estate agency https://goo.gl/jOHvsd

 

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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