Your Letting & Estate Agency Legacy

The job of estate and letting agency marketing, in fact all marketing for any type of business, is all about getting out brand, our company and ourselves noticed… ie Brand awareness

Brand awareness – if enough people know about us and what we do, then surely, they will buy from us? And that was true in the 1980’s and 1990’s, but something tells me, it doesn’t seem to work as well today.

This isn’t an overnight thing either.

Since the Millennium, I have noticed, and maybe you have, it has slowly been becoming that way?

The reason of marketing deep down isn’t to get noticed, but to get people to use our agency services either today, tomorrow, next week, month or next year .. we want people (landlords/house-sellers) to remember us (and our agency), isn’t it? Marketing costs a lot of money and hence a lot of us like to know if it works or not.

I really do feel for you guys in agency at the moment, its tough as you are being battered from all sides (too much competition, cheap fees, online agents, taxation rules changing for landlords, less stock coming on the market .. etc etc  – the list goes on!). Belts need to tightened, so every penny spent on marketing needs to earn its keep.

All these problems and issues you are being battered with as agents– they aren’t your fault.

You are an awesome agent – don’t let anyone tell you otherwise.

So how do you get out of this? The bottom line is this … my intuition tells me it is better to remembered than noticed, so if that is the case, your marketing needs to be having or showing the qualities that deserve of it being remembered.

You might think I am talking a load of ****** by saying this, but before you dismiss me out of hand, think about this for a second, whilst taking off your agent hat for second and putting on your human hat on.

Isn’t ironic, that we as humans, all we desire, in our hearts of hearts, is to make a difference and leave a better world because of us being here. One might call it a legacy, which is another word for ‘remembered’.

We only achieve that purpose and ambition by equalising and restoring this imbalance of ‘short term attention’ vs ‘long term remembering’ by abandoning the wants and short term needs for attention today, to  become more tenacious, patient and resolute on doing something that will still matter in the days, weeks, months and years to come.

In the coming weeks, months and years .. I will showing you what other agents are doing successfully to be remembered (like this agent who after 5 years of stagnation – grew his letting agency by 500 managed properties in the last 3 and bit years – short Youtube video of the agent himself  )

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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