Agents .. evolve or die.

Let’s face it, the estate and letting agency business has changed. Now people can search for property without having to step foot into agencies anymore (with the advent of the tinterweb and the portals). Hardly anyone puts themselves on mailing lists now (paper ones) .. and thus, agents haven’t got people they can get listings off. The work of estate and letting agents has changed. People used go into agents offices for brochures .. info on the property .. but now they don’t need to. The number of face-to-face interactions with our potential customers (house sellers and landlords) has declined.

As a result, to be more successful, you agents will need to step outside your usual agency circles to be more visible to those who matter. Raising your visibility and developing a reputation in your town will be vital if you want to grow your business …. i.e. getting more people to ask you to market their property for let or sell.

This can bring estate and letting agents outside their natural comfort zone, and therein lies the challenge. Agents and the work we do has to change rapidly with a changing world, but are we, letting and estate agents willing to adapt to those changes as well and quickly enough to remain relevant?

So how can we become part of the community, to make ourselves the agent of choice, the agent everyone thinks of when it comes to buying, selling and renting property? The answer is to become involved in the community and become your town’s guru of property. .. and here is the best bit .. the British love property!

.. but being a guru isn’t talking about what you have sold, being a guru isn’t talking home staging or that you need scatter cushions on a viewing, being a guru isn’t talking about how long it take to sell or let a property, being a guru isn’t talking about changes in property law, being a guru isn’t telling people how many awards you have won, being a guru isn’t gimmicky market with high heel shoes next to for sale boards, a guru isn’t saying look at our new for sale board or business cards, and guru’s don’t ask for the business by saying ‘Need help with the successful Letting & Management of your property?’

Being a property guru is all about giving. It’s also about how giving will come back to you many times over. Trust me on this, there is nothing loopyloo or funnyfarm about this snizzle. This giving lark is based on universal laws and principles that have stood the test of time. Everyone has heard of the saying, Give and you shall receive.Many have seen this principle operating in their lives .. so why not in lettings and estate agency? The give and receive stuff is simply one manifestation of the law of cause and effect.

Sometimes this rule shows itself almost straight away; other times, it takes months and years. Sometimes the result comes directly from the cause, and other times indirectly. Some people seem to experience the results of this law more tangibly and in ways easier to understand than do others. But we all know intuitively that this law works.

Why does this law work? Why do we receive so abundantly when we give? You see when you sell your lettings or agency service, although you would go out of business if your service cost you more than you took in financially, you can actually provide a service that adds more value to those landlords or house sellers lives than the fees they paid for it, while making a profit at the same time…. but the principle works even better when someone isn’t a client. Why ..come to my blog and i will tell you!

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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