Your Agent is $h*t – Use us
One way to get new instructions and stock is to pick up second hand stock from agents out of sole agency.
In fact, on Page 1 of ‘The Dummies Guide To Get Yourself More Stock for Your Estate Agency”, it tells you to hit these low hanging fruit.
Leaflets, Letters .. old school biz gen at its best!
But have you ever stopped to wonder why people who are out of sole agency agreements don’t swap agents anywhere near as much as they did 10 years ago?
10 years ago – pop a leaflet through a door and you’d get it (the new instruction) before you got back to the office
.. but nowhere near as much today?
Why?
Ask yourself this question – Are your leaflets and marketing material campaigns house-seller serving or self serving to you as an agent?
Honestly?
Go and get that leaflet or series of touting letters you send out and ask yourself this second question –
Look at them .. its all about you .. isn’t it?
Are you telling yourself its Ok to send these leaflets/letters, (that are clearly designed to generate more new instructions for your lettings/estate agency), by attempting to explain or justify with what you believe are logical reasons about how dissatisfied landlords/vendors are missing out on your agency services – even though most of the time – be true to yourself – these are not really apt or appropriate?
Look again at your material .. if you had to sum up your message of your marketing material in one line .. would it look something like this?
- Use us – we are ace
- Your Agent is $h*t – Use us
- This is what we do differently (list of bullet points more the better) – we are wonderful
Just think for a second .. these messages … its all about you and your agency…isn’t it?
Its like the person at the party that talks about themselves all night (and we all know what we think to them)
Its me ..me .. me ..
Its take .. take .. take
Instead, why not make giving your priority before getting what you want (the new instruction)
In its place, run every piece of marketing through a “big-heartedness filter” .. which stops the ‘me me me’ and the ‘take take take’ bull$hit marketing and only allows ‘give give give’ marketing to go through.
How you will do that?
- Why not write to homeowners on the market with the competition and ask where they are moving to and ask if you could help them find something?
- Why not drop by on your way home and give them a copy of your monthly property market report?
- Why not drop by a few numbers of removal people you know?
Start doing that in first couple of weeks of it being on the market – and by the time its out of sole agency – every other agent has been trying to take from them – you have been giving .. and which agent would you choose to swap to?
Christopher Watkin
PS Thank you for reading my thoughts on improving yourself and your estate and letting agency .. more thoughts here if you were interested … on my Youtube channel …
https://www.youtube.com/channel/UC5Ei7gMsp3DW7pNDD5zsOUw
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