The 2 secrets behind getting more stock for your estate and lettings agency

.. a few years ago I decided to find a different way to grow an estate and lettings agency – one that didn’t involve cutting fees or hard sales techniques.

I found out through trial and error that if an estate or letting agent stopped talking about themselves, their firm or their services and started to talk about what was happening in the local property market, in terms of house prices, rent, yields and capital growth etc, homeowners and landlords were naturally attracted to that agent.

However, an important lesson I found early on was that if you just regurgitated numbers from the land registry or what ever source you chose – that didn’t work. Instead, you had to do either of two things ..

  1. Compare your town against another neighbouring town and then say why the difference
  2. Compare todays figures in your town to a previous time period and then say why the difference

The thing is this … to make this work.. to make it interesting, you have to do these two things, firstly, compare and contrast and secondly, say why, because by talking about something the homeowner and landlord were interested in  i.e. the local property market and then writing it in a journalistic style (the compare and contrast and the why bit) .. homeowners and landlords will come to you .. I guarantee it.

In up and coming articles, I will start to show you how to write such articles for yourself.

 

 

 

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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