Nobody cares about your Estate Agency

If you want more new vendors and landlords to use your estate and lettings agency, the  messages that you portray to the outside world, to potential new vendors/house sellers and landlords should lead with information about the solving problems of house sellers landlords and creating opportunity for them, not information about the services you offer.

Remember ….

No one goes to B & Q to buy a Bosch Drill,  they bought it because it was a Bosch drill (in fact they couldn’t care less if it was a Black and Decker or any other make) … they bought it because they wanted to drill a hole!

 What this means for you is that instead of providing information about drills, you should deliver information about making holes.

So in the case of letting agents, you’ll get a lot more landlord leads and build more rapport with prospective landlords if you think that way that way. Let me explain, if you chuck out stuff that solves the problems that landlords experience and creates opportunity for those landlords… you will get more landlords to use your agency

For estate agent agents, its just the same – dont talk about yourself, your services or company – talk about stuff that interests local homeowners.

No one cares about service, no one cares about the name across your door (except you and your Mum), no one cares if you are ARLA registered or you open 8 days a week, no one cares you have let 20 houses this month, no one cares if you are the most professional letting agent in town. .. landlords (in fact people as a whole) only care about themselves and how they can employ someone to help them solve their problems and create opportunity. …( and PS when I say solve problems, that isn’t s.8 vs s21 notices, landlords don’t give  a monkeys about that – that’s YOUR problem Mr(s) letting agent, not theirs – that’s what they pay you for). They want someone that can just do the job and in whom they can trust.

This is NOT an add on fellow agents. It is an entire shift in direction that has created effective results for other letting agents (see the 45+ testimonials below). You should incorporate this into everything you do, from your market appraisals, leaflets, website, Rightmove Banner adverts (which if done right get shed loads of leads), to landlords seminars and blogs, to newspaper advertisements and press releases.

I have fine tuned this to the point where results always show an uplift in market appraisals and new business of 20% to 30% in year to eighten months. What if you got that uplift of 20% to 30% in landlord leads and sales market appraisals as you do now? How would that change your revenue forecast for this year and another 20% to 30% next year and the year after? If you diligently apply this principle, you will get phenomenal results. This is absolutely one of the most important concepts in the entire ‘landlord and vendor farming’ system.

Fundamentally you accomplish this by capturing your collective knowledge and expertise local property market and publishing this knowledge like crazy. You then find an audience for this information through newspapers, blogging, finding 100’s and 1000’s of email addresses of the landlords in your town, a bit of social media (not too much) and local property market newsletters, and the results are nothing less than amazing.

Agents constantly ask me how I do this. It is quite simple – talk about something someone is interested in, and eventually they will make contact with you if they believe you can solve their problems (what’s happening to the local property market to MY property) and more importantly, create opportunity (where is the next BTL property they are going to buy) .. and if you still don’t know what I am talking about … these two THREE minute videos explain everything ….

By becoming the local poperty expert, the system looks at every detail of publicising yourself and publishing, including:

  • A lead generation tactic for email that consistently generates hundreds or thousands of email addresses of landlords in your local area – without spending one pound on advertising.
  • How to write press releases that make it to the top of the pile on an Editor’s desk and most of the time, put it in for free.
  • How to hire ghost writers who can actually write the local property market reports for you.
  • Insider secrets of the lettings industry on networking – the short cuts that most letting agencies don’t know.
  • How to get paid for landlord seminars – and getting your landlords to beg you to let them in.
  • How to become an expert in your local property market that you currently don’t know well enough
  • Use landlords seminars and workshops to generate lists of qualified prospects.
  • How you can target potential landlords with razor edge precision – with an ordinary letter with a stamp.
  • How get local professional businesses to sponsor and pay for your local property newsletters – example newsletter
  • How Rightmove Featured Agent and Home page banner (the one on the search screen that is the shape of a postbox) can become a powerful tool that bring you shed loads of potential new landlords every month.


In a nutshell …. this system called landlord and vendor farming’ makes homeowners and landlords contact you (the local property guru)wanting your help, advice and opinion because they see you as the local property market guru. If you think estate and lettings is a people business and people do business with people they like AND if you are like most agents, when they say, ‘Just get me in front of the landlord / potential vendorand I will convert them’ .. this makes landlords and homeowners walk through your door, ring your for market appraisals … eager to speak with you, you do the rest .. simple.

If you follow the principles; it’s proved, it’s tested and I guarantee it works every time. It’s hard work mind you, and it takes time to kick in, months before you see anything, but if you are in lettings for the long term, that doesn’t matter.  After you have adopted the landlord and vendor farming system and see it working for you, it’ll be like your mobile phone, Sky TV or email: you’ll wonder how you ever survived without it. It changed my life, and it can change yours.  .. if you want more landlords for your lettings’ and estate agency .. we need to talk… and soon.

and if you ant to know it works?

Listen to this agent who increased his lettings business by 65% and resi sale’s fee income by 113% .. in nine months  (6 min video)

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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