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

 

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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