Failing Estate Agents

“We have just opened a new office in ….

“We have sold the most number of houses in …”

“Our agents are the leading experts in the (insert name of town) property Market…”

blah-blah-blah

It really does concern me about the quantity and quality of marketing, leaflets, press releases, tweets, social media posts from agents that always seem to talk about how awesome they are.

The first rule of marketing is to understand that your potential clients (i.e. Humans) only care about themselves.  

After you realise that as estate agents, you can develop a plan to talk about valuable, relevant and compelling messages that the potential landlord or house seller would be interested in (with focus on their pain points).

Estate agents .. not following this golden rule is one of biggest reasons why many estate agents are failing at their marketing and social media

Let’s be frank – Does anyone really want to share information or talk about your estate agency ?  Not if it’s about your estate agency brand (£900 to sell your house coupons aside), your new website, or how brilliant your MD is.

By creating something interesting, educational, intriguing, compelling and sharable that is all about serving the clients’ needs is the only solution

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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