How to be seen as the most competent Letting Agent in your town

Written by Christopher Watkin on - Letting Agent Talk -

My 110+ letting agent clients have certain qualities and characteristics that I wish to share with you.

Many of them are accurate, precise, detail-oriented and conscientious people, whom think extremely methodically and systematically. They make decisions carefully with plenty of research and information to back it up.

They have high standards for both themselves and their team and because they focus on the details and see what many other agents do not, they tend to be good problem solvers and very creative people.

One of those letting agent client’s is Daren Cope from Derby.

Daren and his wife Susan started their Letting Agency (Professional Properties) in 2000 and grew their lettings agency to 900 managed properties by 2010… but then credit crunch hit.

All the Corporate estate agents jumped on the lettings band wagon in 2009/10 and Daren’s and Susan’s lettings agency business stagnated, like many lettings agents across the UK, as the number of competitor agents went through the roof

By 2014, they had been walking through treacle to grow their lettings agency … and their portfolio stood at 950. Between 2010 and 2014, they had only grown their agency by just over 10 properties a year

What was Daren and the team to do to grow their lettings agency?

Let me describe their story

Daren came into lettings via accountancy. He is the kind of person motivated by information and logic. It would be fair to say, Daren has a very high quality threshold and is motivated by being well informed, researching before deciding and seeing a project through to the end.

As Daren is one of life’s instinctive organisers, who can both create and maintain systems – he wanted a consistent, logical, accurate and most importantly systemic way to grow his lettings agency.

He wanted a tried and tested marketing system that was high quality, logical and something that worked.

Above all, he wanted a marketing system with the assurance and comfort his back was covered. He wanted to know at every stage whether he was on the right path to success, with clearly defined boundaries, descriptions, expectations and goals .. all laid out before he started…. And above all else .. not be criticised or made to look foolish in front of the landlords, peers and potential clients of Derby.

He wanted to attract new clients, not because of cheap fee deals or underhand techniques, but by doing and seeing to be do the job of a letting agency with the upmost competence .. one could say, he wanted  be seen as the most competent letting agent in Derby

In this 45 min high detailed in-depth video interview .. Daren talks about his and Susan’s journey, step by step, in lots of minutiae detail, on how he was able to grow his Lettings agency to 1,150 managed properties in the 21 months after starting the highly-structured letting agent marketing technique called ‘landlord farming’.

‘Landlord farming’ is a letting agency marketing technique that gives you independence and autonomy, but also within a controlled and organised framework. You will receive constant reassurance from myself, my team and even more importantly, 500 fellow letting agents adopting the system.  You will always know what is expected and you will be given exact descriptions, expectations and goals.

Let’s be frank, most letting agents desire that things do not change, but if change is necessary, that it’s well thought out and planned.

Watch this 45 min in-depth video of Daren – and logically take your time to analyse the technique for yourself and see if this is change could work for you?

Thank you for watching

Kind regards

Christopher Watkin


Author: 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
[email protected]


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