Estate Agents _ What do you really sell?

It’s been cold recently.

And it’s been getting dark earlier.

Before you start thinking I’m indulging in National State the Bleeding Obvious Day let me explain where I’m headed.

I was shuffling down the High Street where I live the other day freezing my face off.

It was that horribly dusky 4pm ish time of the day when I was struck by a great piece of marketing.

Not literally I must add, actually the only way I think that could happen is a billboard falling on top of someone. Or perhaps a really well designed flier catching a gust of wind and whacking you straight in the mush.

Anyway I digress. The local travel agent had in flashing lights in their window three simple but brilliantly attention grabbing words shining out of the late November afternoon gloom.

_We sell sunshine._

Bang. Simple but super.

It’s a cracking example of selling the benefits not the features.

All those cold, miserable people scurrying past with their hoods up, scarves on and wrapped up like south coast mummies aren’t thinking _I hope that travel agent is organised with lots of shiny brochures_ or _I really need 10 per cent off a coach trip to Windsor Castle._

Nope. Those who are in the market for a holiday this time of year are predominantly looking for winter sun. And the window sign clearly tells them that this agent has exactly that so come on in folks.

As estate agents you sell houses right? And as letting agents you find landlords tenants correct?

But before you do any of that you have to sell trust, a good track record and your expertise.

When I_ve instructed agents in the past integrity and honesty were the most important things I needed to feel I would be getting from them. I also wanted good results obviously.

So how do you sell trust, integrity and results? Here are some brief thoughts.

Trust _ Promote your track record of testimonials from delighted customers. Whether it_s via getting Google Reviews, writing up case studies or having a jam packed testimonials page on your website -these all help sell trust.

Integrity _ Again testimonials help but I think also having a clear tone of voice on your website. Genuine, personable and professional without losing the human touch.

Results _ A client of mine researched their local market and came up with a Rightmove graph that showed clearly they had the highest level of sales agreed through to completion in the town. They also attend valuations with a full folder of comparables and case studies.

There are loads more other ways you can build on the above themes but I_m off to the travel agents now to try to buy me and the Lyons_ posse some sun in February.

Thanks for reading and here_s to your next instruction.

Jerry

PS: I_m currently selling the last few remaining areas for our weekly _way to get your audience to know you, like you and trust you_ offer – Interested? Ping me an email with _Tell me more sonny_ in the subject line to Jerry@propertyprexpert.co.uk

Jerry Lyons

You May Also Enjoy

Breaking News

Popping the Asking Price Bubble

Where in the Uk Can Buyers Snap Up Property Bargains and Where Properties Go for a Premium Above Asking Price   New research from fast selling property company, Upstix has uncovered the UK’s most surprising postcodes for snapping up a property at bargain prices this year, highlighting a widening gap between sellers’ expectations and the…
Read More
Rightmove logo
Breaking News

Highest demand to lease office space since pre-pandemic

The latest insights from the UK’s number one commercial property website Rightmove, reveals that the number of unique enquiries to lease office space is at its highest point since pre-pandemic, as businesses look for spaces that meet modern requirements. Demand to lease office space is 19% higher than the same period a year ago and…
Read More
Planning disputes on new build land
Estate Agent Talk

Planning consultations for major infrastructure to be streamlined

Robert Bruce, a planning and infrastructure partner at law firm Freeths LLP, said he: “Welcomed the change as a significant step to speeding up the DCO process and the focus on the quality and effectiveness of the consultation, rather than box ticking and a risk averse approach to pre-application consultation due to the current legal…
Read More
Breaking News

‘The property ladder pulls further away’ warns Open Property Group

For many first-time buyers across England, the dream of homeownership continues to slip further out of reach. Despite rising wages, soaring house prices are making it harder than ever to get on the property ladder. A leading UK professional house buying company ‘Open Property Group’ based in Buckinghamshire UK, has raised concerns over the ongoing…
Read More
Estate Agent Talk

How Long It Takes to Buy a House in the UK: 5 Common Delays That Can Slow Down Your Home Purchase

Wondering how long it takes to buy a house in the UK? The average timeline ranges from 8 to 22 weeks, but even that can stretch significantly due to unexpected delays, especially if you’re a first-time buyer or caught in a chain. That’s why working with experienced professionals like Belvoir — one of the UK’s…
Read More
Love or Hate Rightmove
Breaking News

Rightmove to host Renters’ Rights Bill webinar with Guild of Lettings

Rightmove is hosting a live and interactive webinar session with the Guild of Lettings to help agents get Renters’ Rights Ready. The webinar will take place from 10:00am – 11:00am on Wednesday 23rd April. Susie Crolla, Managing Director for the Guild of Lettings, will be joining Rightmove to help agents with questions they may have about…
Read More