The 23 best ways to get more instructions in Estate Agency

The only people who decide which estate agents to call out for a free valuations and listings for your estate agency are homeowners. So, what are you doing to get more homeowners, when they do want to sell, to ring your agency for the free val and not the other agents in town?

Old school 20:20 leaflet drops, properties wanted, buyers waiting, brand awareness leafleting and doesn’t work anymore because everyone is doing it .. all this is going in the bin with the kebab and pizza leaflets.

… however, and those reading this, who are homeowners, will recognise this straight away. Have you noticed why when a homeowner see’s a brand new for sale board in their street .. the world stops, they get their phones out, go to Rightmove and see what the price is? … but you wouldn’t do it for next housing estate/ area half a mile a way?

Have you noticed when homeowners open up the local newspaper, homeowners look for houses like their own, even if they aren’t moving or got their property for sale

Why is that?

It’s because the one on their street has a directly link to what theirs is worth.

Their Property.

People are obsessed about the value of their own property .. how much its gone up by.. how much better theirs is worth compared to the one across the road .. how much better their estate or area is better to the estate/ area across the other side of town.

… and us Estate Agents are in a golden position to feed that interest .. feed that obsession …and what do we do instead?

Talk about our firm, talk about services, talk about our fees, talk about how High St is better than Online.

That’s like going on a date with a beautiful lady, and all night, instead of being interested in the lady … you just start talking about yourself, how you are god’s gift to ladies, how much better you are than other blokes, saying “so why is a beautiful girl like you single?”, bad mouthing other dates you have been on (the online vs High St is a classic example of this) …   sorry

.. you aren’t getting to 4th base tonight if you do that.

ffefefefefNobody gives a $h*t about you, your estate agency, your branding, the number of branches you have, what portals you are on, what awards you have won, the fact you have been open since 2BC, that fact you are open until 8pm or 8 days a week …nobody gives a two hoots .. (apart from you and your Mum)

… but if you do want to get to 4th base .. just talk about what interests and intrigues the beautiful lady .. so in estate and letting agency terms  .. just talk about the local property market .. their local property market .. and how it affects the value of their property  … become the local property guru

80% of the people reading this will just back to their old ways of doing things in estate agency .. good luck (you will need it) .. but 20% of you will be interested and intrigued in my thoughts on this subject ..

For those 20% .. imagine if I could be the Will Smith character in the film Hitch, the man who helps men date beautiful women way out of their league and you are the loving caring estate agent, who wants and needs to have a big market share in terms of free valuations, listings, stock to sell .. everything a perfect estate agent should have.

Well, stop imagining for second .. because together, we can get you that market share.

Together, you can feed those homeowners interest’s and passion’s in the value of their own property. You can do it by becoming the fountain of all knowledge of the local property market, You can be the real local property expert of your town, not some fancy made up title from online agent covering two counties

.. and here is the best bit … you know exactly where all your homeowners live .. in the houses they are obsessed about .. so all you need to do is drop  something like the 15 examples I have the bottom of this post through the doors of the middle to upper class areas in your town .. because that is where homeowners live. I promise you, it works, it really does work. True it takes a bit of time to kick in  (a few months) and yes, you should of started months ago, but as the Chinese Proverb says, “The best time to plant a tree was 20 years ago, the next best is today”

Business generation and getting new stock isn’t going to get any easier as we go into 2017, or 2018 and beyond. Many of you are zombie like, dong the same old marketing techniques to attract people, attract homeowners to use your agency .. but those techniques simply don’t work anyway as much as they used to. Getting one or two free val’s from a 10,000 leaflet drop is considered good nowadays – I think that is awful

What if I, Will Smith in Hitch style, could produce something like this for your estate agency?

Its nothing new, Savills have been doing these for years and look where they are. But you
are going to say that looks like hardwork. Well it is… but what if I said, I would sort all the graphs and writing out, I wouldn’t even bother you for research or ideas, you would leave everything to me to deliver this to you every month ….

Now all of a sudden, that takes the pressure off.

So all you would need to to do is email it to your database, get it out on social media and deliver to households as you saw fit (stuff you are already doing at the moment). I am not suggesting you spend any more money on marketing, just spend it on something else… something else that works.

So have look at these examples below .. and if its something you think would work for you .. drop me a line or pick up the phone

kind regards

Christopher Watkin

  • Uk’s No.1 Guide to Business Generation for Estate Agents
  • christopher@christopherwatkin.co.uk
  • 07950147572
  • YouTube Videos  on getting more people use your Estate / Letting Agent goo.gl/Zzw4LN
  • A blog of 400+ posts on attracting mor people to your Estate / Lettings Agency goo.gl/o7gDwN

Example 1

For this agent, we chose a great performing school and how the property prices were affected by catchment areas – dull for everyone else but fascinating for Didsbury people (Click on the jpegs to download the hi-res PDF’s)

Screenshot 2016-09-02 07.43.58 Screenshot 2016-09-02 07.43.48

Example 2

On what is happening to Property prices in West Hampstead (click on the jpegs to download the Hi-res PDF)

Screenshot 2016-09-02 07.50.59 Screenshot 2016-09-02 07.50.48

 and Examples 3 to 23 …

they can all be seen here .. by clicking on the pic below ..

Screenshot 2016-08-12 07.55.57

 

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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