It’s broke, let’s fix it

It’s broke, let’s fix it

How the reputation of the estate agency industry is broken and needs fixing, from the inside out.

I was recently hosting a mastermind event for my yearly coaching clients. We were talking about the perception of the industry by consumers. I asked them to come up with a list of all the negative words consumers might use to describe estate agents, and here’s what they came up with:

Dishonest

Disingenuous

Lazy

Two-faced

Self-serving

Sneaky

Untrustworthy

Misleading

Greedy

Arrogant

Egotistical

 

You get the idea….

But when I challenged them on whether they accepted any of these descriptors as fact, they were all quite adamant in their response: NO.

I agreed with them, certainly not any of my clients display these undesirable characteristics; the opposite, in fact. I would say the antonym of each of these attributes was much closer to the truth, not just for my current clients, but for almost every agent I’ve ever met. Especially company owners. I would describe them as:

Honest

Genuine

Hard-working (extremely)

Straight-talking

Caring

Open

Trustworthy

Frank

Sincere

Generous

Modest

Unselfish

 

Of course, not all estate agents have these positive attributes. There are some who do, in fact, let the industry down; who are unscrupulous and devious, and who only have their own nefarious ends in mind in all their dealings.

At least, that’s what I’ve heard.

Because I’ve never met one.

I often find myself defending agents; in conversations, on social media, to journalists. I tell them that estate agents are hard-working, likeable folk who are just trying to help people and make a living at the same time. Because it’s true. The agents I know are genuinely warm, kind people and I’m lucky enough to call many of you my friends. Isn’t it about time you started believing that of yourselves?

So where does this negative perception originate from?

After many years of working with estate agents just like you, I’ve realised that the strongest held beliefs that the industry is not a good and kind place, comes from….. the industry itself. Take another look at the first list: can you think of a local agent who matches any of those descriptions? I suspect you can.

But clearly you don’t see yourself in those negative terms, and chances are, your competitor doesn’t, either.

You can’t both be right.

I have a little challenge for you: make a list of all the positive things about your local competitor, or competitors. What do they do well? What could you learn from them? Where are they strong, and you weak?

It’s not an easy task, looking for the positive in a competitor, particularly an aggressive one. But it’s sometimes surprising what you can learn from them.

And while you’re making lists, create another one for yourself. What are your strengths, your positive attributes, your skills and talents? Why do your clients choose you over another agent? Try to answer without ego, just compassion and truthfulness.

Then give yourself a big pat on the back for being a really great agent and a very nice person too.

Because you are.

What to read next: What do estate agents say when asked “What do you do?”

What to do next: Do you get my Supertips? They’re jam-packed full of great tips and marketing strategies just like this one, and best still – they’re free! Get yours here ->www.samashdown.co.uk/samsupertips

Speak to Sam: If you’d like to know how I think you could improve your marketing, just answer a few short questions here and I’ll tell you if and how you could be more effective.

Sam Ashdown

Sam is an industry-renowned marketing strategist to estate agents. She helps agents grow and flourish, using her unique smart marketing techniques and strategies. Sam works with agents throughout the UK to help them gain more valuations, win more instructions and sell more properties.

You May Also Enjoy

Breaking News

Majority of Tenants Unsure How Changes Will Affect Them, Says LRG

With major changes to the private rental sector on the horizon, 62% of tenants say they don’t know whether the government’s Renters’ Rights Bill will address their concerns – highlighting a growing need for clearer communication around what the reforms will mean in practice. LRG’s latest Lettings Report shows that while landlords are widely aware…
Read More
Home and Living

Perfume Storage Tips: How to Keep Your Fragrances Fresh

Perfumes are sensitive compositions that can be significantly affected by how they are stored. Proper storage ensures that your favorite fragrances stay fresh and maintain their intended scent profile. In this article, we’ll explore practical, fun, and effective tips to help you preserve your perfumes in perfect condition. Understanding the Sensitivity of Perfumes Perfumes are…
Read More
Breaking News

Renters’ Rights Bill Delay Causing Uncertainty for Tenants and Landlords

Ministers need to tell landlords and tenants when measures in the Renters’ Rights Bill will take effect the National Residential Landlords Association (NRLA) is today warning. The Government pledged last year to abolish Section 21 ‘no explanation’ repossessions and to make other changes to the rental market this summer. With the Bill not scheduled to…
Read More
Breaking News

Breaking Property News 02/04/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   Made Snappy 360 appoints new CEO and Sales Director to accelerate growth in the property technology space Made Snappy 360, the fast-growing proptech company known for its virtual tours and floor plan technology, has appointed industry veteran Mark Beresford-Ward as its new Chief Executive…
Read More
Home and Living

Expert reveals the exact date parents must start renovating in time for summer

Loft and attic renovations are gaining popularity this spring, with nearly 11,000 monthly Google searches, highlighting them as one of the top home renovation projects Brits are planning in the coming weeks. Loft conversion specialist Sally McClean, loft conversion specialist from Enfields loft conversions Rooftop Rooms, shares the exact dates homeowners should start their renovations…
Read More
Breaking News

Nationwide HPI – Annual house price growth steady in March

Annual rate of house price growth remained stable in March at 3.9%, unchanged from February Northern Ireland remained the top performing area, with annual price growth accelerating to 13.5% London weakest performing region, with 1.9% year-on-year rise Commenting on the figures, Robert Gardner, Nationwide’s Chief Economist, said: “UK house price growth remained stable in March…
Read More