Hardsell Marketing in Estate / Letting Agency

Content marketing is the art of communicating with your clients and prospective clients without try to sell anything. The ‘landlord farming idea’ is content marketing specificallly for letting agents by another name.

Instead of pitching your services to landlords (and potential house sellers), you are delivering information that makes your landlords (and vendors) more intelligent to build an emotional connection. The essence of this strategy is the belief that if we, as letting agents, deliver consistent, ongoing valuable information about the local property market to landlords (and homeowners who might want to sell in the future), they ultimately reward us with their business and loyalty.

Don’t get me wrong, there is a time for sales brochures, feature and benefit marketing and customer testimonials about why you are so brilliant. If you are like most agents, you have plenty of that content. The problem with that type of content is that it is only critical when your prospective landlord or house seller is ready to buy. What about the other 99% of the time when your customers aren’t ready to buy? That my friends is where content marketing pays its dues.

This is landlord farming .. a couple of three minute videos tell you exactly what we can do togehter to get more landlords (and vendors).. https://www.youtube.com/playlist?list=PL8EVjavxiDxinvvxrgaf8WjDHDztJe76F

Want to read more?  Over 150 posts on attracting landlords to a letting agency (and vendors to an estate agency) in the Linkedin Library https://www.linkedin.com/today/author/102567620

Want to listen to more about the ideas I mention? Listen to the UK’s first iTunes approved Podcast for Letting Agents, a podcast on how to improve your lettings agency. https://itunes.apple.com/gb/podcast/letting-agent-podcast/id1014892281

Got something on your mind? I’d love to know your thoughts on this topic – please leave a comment, or if you are shy, email me at [email protected]

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 [email protected]

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