Cynical vs Optimistic Estate Agents

At the end of the day, being a cynic is a second-rate and crummy tactic in life .. so what is true in life – must be true in Estate Agency? (.. and lettings)

Many Estate Agents are cynical.

They are pessimists because they have seen it before and they believe they have already done it as well as it can be done. They are stuck in their ways with the way the operate and act. One example of cynicism I see all the time, from both young and old Estate Agents, is to deride the online threat, poking fun at the Purplebricks of this world … calling them listing agents/call centre agents etc and saying their service is rubbish. Whilst another example of Estate Agent cynicism is the ‘if you cant beat them join them’ mindset, with overvaluing and cheap fees.

But taking the pi$$ of the PB’s and Yopa’s of this world isn’t a solution to the online threat .. because whilst you laugh .. they are eating away, virus like at your market share and as you laugh, they eat, one listing at a time, your market share.

The opposite of being a cynic is an optimist

Thankfully, not every estate agent is a cynic  …. but an optimist

However, whilst many Estate Agents are optimistic (and hopeful) of the future .. they have no plan to counteract the online estate agent threat, or neutralise the issue of low fees, or offset the problem of overvaluing, and even compensate of a shrinking market (less property being sold) by taking a bigger market share (as even more competitors pile into the market).

You need a plan to beat these threats, because Optimism and Hope without a plan doesn’t produce the leadership needed to move onward and upward. .. .. because let’s be frank, there is no future to work for, no reason to carry on being an estate agent if you don’t have those three (OptimismHope and a Plan) …. is there?

On the other hand, those Estate Agents leaders who do have Optimism, Hope and a Plan will succeed

.. but how do you get those three things  …

  1. Optimism
  2. Hope
  3. a Plan ..

I can help … we can help

We are part a group, an affiliation, an alliance of over 400 estate and letting agents. We all have a plan to beat online agents, we all have a plan to beat over valuing, and low fees… but more importantly .. we all help each other to give each other optimism and hope. With the knowledge of the plan and the group support to help, guide and support each other, hope and optimism natural flows between us.

Each six months, our alliance of letting and estate agents all meet up (you might have seen the videos of us all) .. at our Summits/ Workshop. In fact, here are a couple of short videos of us all sharing ideas at the last Summit in June (2016) on our plan how to grow our businesses, how to beat online agents, how to beat cheap fees etc  and (these are just Part 1 and Part 2 of a series of videos)

….and then there is our Facebook Group, which has at least 6 to 10 posts a days of the fellow agents sharing ideas on what is working for them, sharing with the group. It costs nothing to be the Facebook group either (we just need to know you are an agent) …. and the cost of the 6 monthly get-togethers is normally only £40 to £45 ish (to cover the room hire and food).

Its not about making money – its about helping each other. The group has letting agents with 1,400 managed properties down to baby letting agents with a handful – it has Estate Agents with 8 offices down to the baby estate agents who havn’t even opened.

.. and the name of the group on facebook … Landlord Farming Club  (and yes we know its sounds lettings focused – the group was when we started two years ago until our group members found out the techniques worked even better for resi sales and by which time the name had stuck ..and anyway .. ‘Vendor and Landlord Farming Club’ is quite a mouthful)

Hot topics at the moment include ..

  • How to make ValPal really work – how to get the 90% of people whom don’t fill in the ValPal form to communicate with you (so you can get their details)
  • Turning Gumtree Landlords into Disciples for Your Letting Agency
  • The ‘Frozen Peas’ method (yes its called that) to get more more Resi Stock on your books
  • 30 minute training video on Social media
  • How to get the hundreds of email address of landlords in your town at no cost
  • How to identify the addresses of your Competitor’s Letting Agents stock (not just what is on now but including the ones let)
  • How one agent increased his resi-sales pipeline by 113% in a year (and he was already No.3 agent in the town before he started
  • Systems to help you streamline your estate agency business
  • How to incentivise your landlords to go out of their way into recommending you without paying them a penny

So what are are you waiting for .. you would like some optimism, help and a plan .. join up! (see the PS below)

kind regards


07950 147572

PS If you do want to join – we would love you to join us if you have our same values. There is no cost to the group. We do though need to know you are an agent and because every agent gives all their ideas away for free, we also need to check we already don’t have an agent from your area already in the group. So please apply, but send me an email or text me or ring me so we can ensure everything is is ok, so we can get in you in the group PDQ





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

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