ESTATE AGENTS You believe you are creating authority by telling your estate agency’s story of how long you’ve been around in your town selling houses or how many house sellers or landlords you have helped or property sold or those awful Rightmove Pie Charts with your market share, etc.
My intuition tells me thought what you are really doing is boring the pants of potential customers, who, quite frankly, just don’t care about that rubbish, and even if they weren’t conscious of that story (as they are) that you are offering a very selective story of your agency that is undoubtedly at least 80% ballcocks.
Instead, why not focus your marketing around how your agency’s services will change the vendor’s life rather than all the things your agency service does.
If you want to know if you fall into this trap as an agent, look at your website and marketing material and the use any of these four words .. ‘we’ ‘our’ ‘I’ or ‘me’.
If you use these words your marketing is turning the focus towards you and your agency instead of the potential client.
My advice, only use these words when it’s difficult to leave them out.
Estate/Letting Agency Industry Vlogger
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Author: 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.
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