A good estate agency, like a good person, must be about more than itself.

January 15, 2018

A good estate agency, like a good person, must be about more than itself.

But why do we use the most powerful communication medium known to mankind (the internet) and abuse the hell out of it. To really understand the power of the internet, we have to go back in time .. not look forward

The miracle of the internet is that the people looking are in charge and have the control to block and avoid anything.

The t’interweb makes communication democratic and helps make a better world.

Please take that on board and bury it in your head and heart.

Instead of talking about yourself and your firm, ask “How can we help you with your fears, frustrations, aspirations and hopes?”

Grow a distinctive, preserved and useful story about you and your estate agency story… a story that comes from your audience’s real-life experience’s, its fears, frustrations, aspirations and hopes and how you have helped other homeowners and landlords with similar fears, frustrations, aspirations and hopes.

Always remember that the key to success in estate agency marketing is to give potential clients interesting, valuable, intriguing and helpful experiences, not self-serving, me-me-me-me-me tedious sales pitches.

The world is changing … You have changed

But has the way you market yourself and your estate agency really changed over the last 10/15 years?

Sales pitched don’t work .. even if you do them over the internet or spam emails

Stop pitching your services and start giving great advice and opinion that is interesting, valuable, intriguing and helpful to your potential clients … because it isn’t going away

Time to get used to it.

 

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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