Four Simple Steps To Win More Instructions.
October 16, 2014
We have spent the past few months travelling the UK and speaking with hundreds of estate agency and letting agency directors.
Two constants wherever we go are that there is a shortage of stock for sales and rentals, and the battle to win instructions routinely centres on the fee being charged.
In this short article Rajeev Nayyar of Fixflo looks at an alternative approach that should pay dividends for your agency over the longer term.
The Power of Your Brand
Think about your last trip to the supermarket.
When you went down the aisles did you fill your shopping trolley with branded goods or their generic (and quite possibly cheaper) counterparts?
Put simply, branding works by selling a product to you before you even decide that you need that product.
If you want to win instructions before attending a valuation your brand is key. Here are four simple steps to help you to unlock the power of your brand.
Understand Your Brand
Start by visualizing your brand as a person. Would they be fun, quirky or traditional? Are they loud and brash or understated and serene?
Then at your next five valuations ask yourself whether the prospective client would like your brand if they were carrying out the valuation? Crucially would they trust your brand with their largest asset?
Once you have identified what your brand is and why clients would choose your brand it’s time to speak with your team.
It Lives and Breathes
A brand is something your agency should live not just a catchy tag-line on your website.
Before exposing your thoughts to customers get feedback from your entire team. For example, if you’re the agency that does everything with a smile then you will need the buy in from every single member of staff.
A single scowl from an overworked team member could shatter what you’re trying to achieve.
With a clear idea of your brand and buy-in from your team you should review how you treat your current customers.
Think of People NOT Roles
Building a brand is a long-term exercise that requires real commitment.
Start to think of everyone you interact with as someone who should see what your brand offers. For example someone may be a tenant today but they may be your landlord, vendor and/or purchaser of the future.
Every interaction your agency has is an opportunity to show off your skills and corporate ethos.
Make those opportunities count and in the long-term potential vendors and landlords will be sold before they walk through your door.
Build Your Proof
Unless someone has instructed you it can be hard to show the value that you add.
Ask customers (and yes that includes people who are or were landlords, tenants, vendors and purchasers) to give you feedback you can use for your marketing communications.
A quiet word from a peer is more powerful than you shouting about your value and your brand.
See how we use testimonials in our business here.
You May Also Enjoy
Hipster hotspots drive market activity south of the river
The latest research from leading London lettings and estate agent, Benham and Reeves, has revealed that while more homes have sold north of the River Thames over the last 12 months, it’s south of the river that is seeing more homes sold on average per borough, driven by the popularity of hipster hotspots such as…
Read More 
Yarmouth named the UK’s most prestigious marina
The latest research from eXp UK has found that living close to some of the nation’s most idyllic marinas comes at a significant cost, with Yarmouth Harbour topping the list for the highest house price premium in the country at 61.3% eXp UK analysed the housing markets surrounding 21 of the UK’s most picturesque marinas…
Read More 
Whitby crowned most exclusive coastal location
The latest research from Yopa has revealed that while Brighton in the South East is home to the highest monthly coastal mortgage cost, it’s Whitby in North Yorkshire that commands the highest premium when compared to the wider region, with the average monthly mortgage sitting payment 33.7% higher than the Yorkshire and the Humber average.…
Read More 
ONS report on private rental affordability
Private renters on a median household income could expect to spend 36.3% of their income on an average-priced rented home in England, compared with 25.9% in Wales and 25.3% in Northen Ireland in 2024. Private rental affordability has fluctuated since 2016 but remained above the 30% affordability threshold in England, while it moved below the…
Read More 
End of August Will See an 84% Increase in UK House Moves
The last week of August is always a busy time for moving, with an average of 3.5% of all yearly moves taking place in that week, being the busiest week for moving in 2023 and the second busiest week for moving in 2024. 2025 is expected to be no different and should see a larger…
Read More 
Surveying capacity is being outpaced by compliance demand
The surveying industry has a problem: the shrinking capacity of surveyors is coming face to face with an increased compliance demand. Expert insight from Property Inspect suggests that increasing the workforce alone is not enough to fix the problem. The profession must also be equipped with Golden Thread compliant evidence packs that accelerate building safety…
Read More