The reason our Estate Agency marketing doesn’t work
10,000 Estate/Letting Agency A5 Leaflets dropped to every home in your patch
Banner ads on Google
Featured Agent ads on Rightmove
Adverts on Facebook
Back of buses ads
etc etc etc etc
….. All marketing tactics designed with one goal in mind—to make our agency more visible…. brand awareness for our estate agency – because the more people that know about us .. surely the more people will use us?
But the reason our marketing bombs and doesn’t work is that the potential house sellers and landlords, the ones we want to use our agency are not interested in our need to be seen or sell our agency’s services. Instead, my intuition tells me they are interested by their own need to be seen and understood.
Good news though … because one thing I have learnt over the last few years is it’s simpler to make stuff people want – than it is to make people want stuff.
Read that sentence again .. slowly –
“make stuff people want … than it is to … make people want stuff!”
You see, every agent in your town is trying to shout the loudest and tell people how wonderful they are … just noise …
Yet when you stop trying to shout even louder than everyone else to grab the attention of every man and his dog, something special happens …
….YOU have more time, you have more money and you can put more effort into telling your story by making stuff, writing stuff, creating stuff like videos FOR the people who are ready and willing to hear/read/watch it. (note I use the word FOR them- not you – for them)
So .. instead trying shout about you and your agency .. ask “What does every homeowner and landlord in your town want? … Want from someone who has the finger on the pulse of the local property market?
I know there is one thing local homeowners and local landlords are interested in .. what is happening in the local property market, what is selling, what isn’t, what’s happening to prices, are they going up or down, is it a sellers or buyers market? Are rents going up or down? What are the best properties to buy for buy to let? .. the list goes on.
If you are an agent and not doing this .. what the hell are you doing? This works – I guarantee it and if you dont know where to begin .. Message me (email
This works – I guarantee it and if you dont know where to begin .. Message me (email [email protected] and I will send you loads of training videos .. at no cost .. so you can get the landlords and vendors you deserve ..)
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.
07950 147 572