Is this the answer to why your Estate Agency marketing isn’t working?

It doesn’t matter how good your estate agency is, if nobody knows about it, knows how good it is, your facts and figures, the features and benefits. .. nothing will happen. \

So we start marketing ourselves  our firm, our services, giving the potential punters the facts, features and benefits of our agency.

We try to make people pay attention to us, we try to sell them on the facts, the features and the benefits of our estate (lettings) agency … we try to change what they think – so we can change what they do. (i.e. use/swap to our agency)

In our capitalist free market economy, we are totally inundated with people/companies trying to sell stuff, be that groceries, cars, and in our case, we are doing the same with our estate (and letting) agency services.

Everyone trying and sell us stuff with the use of marketing messages (with lots of lovely facts, figures, features and benefits), constantly day in, day out, week in, week out, year in, year out … but 99.999% of these messages, we as human beings, choose to ignore. (and if you don’t believe .. think about how you ignore TV ads, newspaper ads, banner ads on the internet, ads on Facebook .. we blank them out)

So clearly facts, features and benefits in isolation is not enough … here’s the nub of spreading the word that your agency is the best …. it doesn’t matter how good your estate agency is … because nobody cares.  (Do you care about what makes the local accountancy practice so good, its facts, its features, its benefits … I mean real care? No of course not .. so why should people care about your agency? .. and I do ask that question without malice)

People don’t actually buy into your idea of being the best estate agency in your town on logic …. No, they buy into how it makes them feel.

Do you know 95% of your decisions are made unconsciously without using logic or reason  (because logic and reason come from the conscious mind)….  so trying to persuade someone to buy the services of your estate / lettings agency with the facts, the features, the benefits (i.e. logic and reason) is largely a waste of time

As each year goes by, we all become busier and busier as human-beings. We are getting information overload, from the TV, from the Radio, from the internet and especially Social media .. We are all so busy and in all that noise … what do we do as a profession?

Just keep adding to that din, adding  to that information overload because all of us are trying to sell the services of our agency just banging on about the facts, the features and benefits … and our message isn’t being heard.

.. and that’s really tough, I know, I was an agent, I have walked in your shoes … because as an agent, you know you are the best, its just nobody is listening to what you have to say … and reason why? Well the one question we consistently forget to ask is ‘why will anyone care about this?’

Does anyone care or have feelings about your agency, your services, the fact you are the no.1 agent on Rightmove and have 7 offices  .. no of course not .. only you and your Mum cares.( I know that sounds tough – but you know its true)

Some of you hard nosed estate agents out there, those of you who consider yourselves logical people, are thinking, “What’s utter tripe is this lad banging on about?”

… but let’s just think about this for a second

  • Is paying £1.50 for Bottled water based on feelings or logic  (its free out of the tap)
  • Is paying £4 for a Starbucks – feeling or logic  (you can always have an instant coffee)
  • Is paying £19,300 for an Audi a feeling or logic based decision (when the same car with the same engine and spec sells for £16,000 at Skoda)
  • Dozen Red Roses on the 14th February – logic says they will half the price a week later – but you still buy them
  • Moulton Brown – £19 for a tub of liquid soap – logic or feeling purchase

.. the list goes on. People buy stuff without reason and logic .. but with their gut reactions, their feelings.

All I ask you to do is as this question of yourself and your agency … “Why should anyone care about my agency?” .. because the ultimate way of judging and answering that question would be this .. if you closed down tomorrow .. would people miss you and your agency?

In future articles, I am going to guide you on how to make people care about your agency .. but in the meantime, have a great weekend.

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

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