Brand Awareness is Killing Your Estate /Letting Agency

August 16, 2016

Growing market share for listings and increasing one’s managed portfolio is the goal of every estate and lettings agency and conventional wisdom tells us that in order to grow we need to get more attention.

It is with irony, when we start to think about how to increase brand awareness we often move our focus internally.

We work on differentiating from our competitor estate and letting agents.

We express and pronounce in our marketing, whatever we, as agents, believe our edge to be over the competition

… and so, as agents, we tend get just a little louder and telling anyone and everyone how much different we are to that lot (your competition), all the while forgetting that if we want landlords and house sellers to notice us  ….. all we need to do is to get better at noticing them first.

The most important thing of increasing brand awareness for your estate/letting agency is to improve your landlord and house seller awareness.

What two things could you do today that will help you do that?

 

 

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 [email protected]

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