As an Estate or Letting Agent, you will predictably be asked what makes your agency so different to the competition. Most agent’s response would be to start with their agency’s features and benefits, telling the person of the advances and improvements you have made to explain (and indeed validate) our existence. Yet, how many of you reading this, can hear yourself whilst trying to demonstrate that you are different or better “We open until
Yet, how many of you reading this, can hear yourself whilst trying to demonstrate that you are different or better “We open until
“We open until 7pm” “We have
“We have floorplans, videos and 3d pics”
“We are on this or that portal”
Be honest – features the competition could copy in seconds?
The best estate/letting agents don’t start with explanations of their features and benefits.
Instead, they tell a story by communicating the amount of love they have put into their agency offering and then have a background story about why their estate/lettings agency needed to exist. They show understanding and empathy who they created their agency for and most importantly, why it should matter. The component parts of an agency, the portals, opening hours, 3D pics, video tours can be copied by every agent, but its harder to imitate the heart and soul of your agency.
The brand story of your estate/letting agency doesn’t just define what you do, it’s a chance to show why you care to do it.
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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