99% of Estate Agents are misguidedly believe this

September 27, 2017

 

Most estate agents marketing is aimed at persuading or convert a house seller to use their agency just before they need a free valuation. As Josh Phegan said at his speech at the EA-Masters on Friday.. too many estate agents are focused on getting the ‘now vendor’.

That can clearly be seen in the epidemic spread of such internet tools as ValPal and RoboVal.  If I see another ‘Click here for an instant free valuation of your home’ .. I will scream

Agents spend hours contemplating the right pantone colour applied to a ‘click here for your instant free val’ button, or the best time to post their ‘instant fv’ or ‘properties wanted’ posts on Facebook

These are strategies to get the half-hearted house seller over the line.

Our house sellers path to their decision of which agents they will call out for a free val is intricate and long-winded. The decision is subjective and most definitely influenced by the story they (the house seller) tells themselves of the agents concerned..

“They only deal with posh/cheap houses”

“My friend Barbara used that agent 8 years ago, they were so rude”

House sellers choices are made by concerns, sorrow and regrets concerning their past, the frustration, trials and tribulations of the here and now and fears of their future.

.. but all we do as estate agents is we market our estate agency services like they (the house seller) are only seeing the qualities of what’s right in front of their eyes here and now.

99% of estate (and letting) agents misguidedly believe we constantly have the power to influence the decision of which agent a potential house seller will ask for a free val / market appraisal to our advantage with a strategic nudge, overlooking that sometimes the factors persuading the decision of which agent were put in motion long before they saw our marketing advert / flyer / rightmove banner

As an Estate (Letting) agent, the role of your marketing isn’t simply to help people to make up their minds which agent to call out for a free val… It’s to decide which house sellers / landlords you can sincerely help.

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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