Lying cheating agents who do cheap fees…

When I was an agent, one of the worst bits was dealing with the competition ..most were good and mutual respect was given and received .. apart from the bar$***d agents, the ones who dropped fees to get the business, even worse, the agents who told lies to get the business.

Let me tell you what you should do about those two things:

Low fees – Your competition can quote at whatever fee they want .. deal with it. It doesn’t matter whether you know that they don’t have the profit to deliver the results they are promising. It doesn’t matter that they are going to lose money. It’s irrelevant, the bottom line is this, you can’t do anything about their fees. You could try reducing your fee, but that doesn’t address their profitability, their promises, or that they can’t deliver. You can only create persuasive, differentiated value. Face it … You can’t control your competitor’s fees.

Lies – It doesn’t matter that your competitor estate and letting agents will commit lies of omissions and let your dream landlord or house seller believe that they can have something without doing what is necessary. It doesn’t matter that they are being untruthful. It doesn’t matter that your client doesn’t realise that they are being lied to. You can’t keep your competitors from lying. You can’t be a professional and lie. All you can do is create the trust and build relationships. Bottom line kids is this … You can’t control whether or not your competitor lies.

So what can you do? All you can control is the value that you deliver, then keep improving that value, upping your game, month in, month out. Your should only concentrate and focus on the things that YOU can control, and your competitor letting agent and estate agents aren’t things that you can control.

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 christopher@christopherwatkin.co.uk

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