The secret to winning high value homes

What does your stock list look like at the moment?

If it’s like that of most other independent agents in the UK, it looks something like this:

Let’s say you currently have 50 properties on the market.

1 over £1 million (2%)
5 at £500,000 – £1 million (10%)
25 between £250,000 – £500,000 (50%)
19 under £250,000 (38%)

Total value of listed fees at 1%: around £170,000

Now imagine you could attract TEN new, high value homes, in addition to your current stock, AND at a higher fee. Say, 1.5%.

5 over £1 million (8%)
11 at £500,000 – £1 million (18%)
25 between £250,000 – £500,000 (42%)
19 under £250,000 (32%)

Total value of listed fees at 1%: around £170,000
New 10 high value homes at 1.5%: £123,000
Total new stock value: £293,000

That’s a rise in listed fees of 172%. For just TEN new homes.

The difference? These are high value homes. And listed at high value fees.

But how do you attract and win high value homes, without sacrificing any of your core revenue? After all, your bread and butter sales pay for office and payroll, so you need to make sure you still get the 2-bed terraces, and 3-bed semis.

These new homes are ADDITIONAL fees. And the best news is that you can attract, win and sell these homes with no additional resources.
.

Want to know how?

The answer is simple – but not easy. You need the very best property marketing.

The best photography, copywriting, brochures and boards. You also need to offer services your competitors probably don’t, like visual branding, home styling and twilight photography.
.

Bespoke property marketing

The following is a list of the elements of bespoke property marketing that we offer in our agency, AshdownJones:

  • Lifestyle photography
  • Drone photography
  • Twilight imagery
  • Professional copywriting
  • Vendor interview
  • Property styling
  • Property bespoke logo/branding
  • Printed magazine-style brochures, up to 20 pages
  • Specialist print finishes and formats
  • Bespoke for sale board

Opening in a new area, with 57 competitors, all competing for the same instructions, meant we had to do something different – radically and visibly different.

Set out to completely disrupt the market. We decided to attack with a three-pronged attack that formed our guiding principles:

1. We will only sell the very best homes in the very best places

2. People don’t want better, they want different

3. We need a niche of a sub-market – the sub-market is the unique homes, and the niche: we will only work with clients who truly love our marketing.

The majority of estate agents pursue mass market share, which results in lower fees secured, and a high resource cost; thus, lower profit. We made the decision to avoid the low fee cycle. Knowing that by charging the highest fees (1.5% against the highest competitor’s fee of 1%), we can afford the very best property marketing, and therefore attract the best properties and clients. By being selective and charging high fees, we don’t need to take on many clients each year, leaving us free to spend time with our small selection of clients, giving them a VIP experience, as well as time on growth strategies and success planning.

We knew we could differentiate ourselves most easily, quickly and effectively by creating a completely new level of property marketing.

The professional photography offered by our competitors is no longer a differentiator; we create lifestyle images of beautifully-styled homes.

A Ravensworth laminated tent-fold no longer impresses; a bespoke, magazine-style 16-page brochure wins us the very best fees.

A standard branded for sale board wouldn’t catch the eye of the homeowners we really want to notice us, so we created beautiful, bespoke boards, and our clients love them.
.


.
Taking your property marketing to a whole new level can make your brand more aspirational, and so give you the confidence you need to walk into a £2million-plus home and win the instruction.

If you do what other agents are doing, you’ll get what other agents get. Don’t you want more for you, your team and your brand?

 

If you’re not sure where to start with bespoke property marketing, we can help.

My co-director Phil Jones and I are launching a new property marketing brand. Our mission – to enable and empower you to win the best fees from the best homes in your area.

We’re offering a ready-packaged service of bespoke property marketing, including:

  • Luxury brochure templates
  • Property styling training pack
  • Photographer sourcing
  • Copywriting services
  • Property branding
  • Bespoke board designs.

…all done for you. All you need to do is to offer it to your 14% of market. And we can even help you with that.
.

.
We started from scratch, with no reputation, contacts or history of estate agency in our area.

By using bespoke marketing, to attract and win high value homes, we listed 50 homes in our first year, with a combined listing value of half a million pounds.  And now we are ready to offer it to independent agents, on an exclusive area basis.
.

Register your interest now

The Registration of Interest commits you to nothing at the moment, it’s just to enable us to manage the demand and make sure we don’t exceed our capacity. We’ll book a call to discuss the finer details, so you know exactly what the membership covers and if it’s a good fit for you. Then, once we’re ready to issue contracts, we will ask for a deposit to secure your membership.

Just answer a few questions about your agency here, and if I don’t already have a Registration of Interest for your area, you’ll get first refusal as soon as we go live. If you don’t register now, you risk your competitor getting in first, and you’ll soon be wondering how they are scooping up all the best instructions in your area!

*STOP PRESS*
We’re offering just ten foundation memberships, at a substantial discount. They will be offered to the first ten people that register, so take a minute out of your busy day and do it now, before you miss out.

Look forward to speaking to you soon

Sam and Phil

EAN Content

Content shared by this account is either news shared free by third parties or sponsored (paid for) content from third parties. Please be advised that links to third party websites are not endorsed by Estate Agent Networking - Please do your own research before committing to any third party business promoted on our website.

You May Also Enjoy

Breaking News

Breaking Property News – 28/03/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   tlyfe the tenant App gets huge marketing boost from national team tour from the Openbrix team As many will know tlyfe, powered by OpenBrix, is the UK’s most innovative tenant lifecycle app, taking the stress out of the move in process and helping to…
Read More
Breaking News

Over Four Out Of Five Tenants Unaware Of The Renters Reform Bill

OVER four out of five tenants remain unaware of the Renters (Reform) Bill and its contents, according to new research. The data comes from a representative survey of over 2,000 private renters conducted by the TDS Charitable Foundation, which works to advance education about housing rights and obligations in the private rented sector. The Bill…
Read More
Estate Agent Talk

What is Property Damage in a Personal Injury Case?

Property damage refers to any damage that affects things instead of a person. This might include damage to your car, house, etc. As such, it is not regarded as a personal injury case. However, when an individual is injured when the accident occurs, the affected person can file a personal injury claim. A typical example…
Read More
Love or Hate Rightmove
Breaking News

Rightmove comment on new 99% first-time buyer mortgage product

Matt Smith, Rightmove’s mortgage expert said: “It’s encouraging to see lenders continuing to try to innovate in the mortgage market, even after the government abandoned its own plans to encourage lower deposit mortgages in the Spring Budget. This new product has the potential to help some first-time buyers who fit the affordability criteria, but are struggling…
Read More
Breaking News

Breaking Property News – 27/03/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   Coadjute ahead of the game as they are already licensed to provide digital TA6 Forms to property stakeholders This week, the Law Society announced its TA6 Form will now include Material Information as per the the National Trading Standards Estate and Letting Agency Team…
Read More
Breaking News

Breaking Property News – 26/03/24

Daily bite-sized proptech and property news in partnership with Proptech-X.   Sharing Success: The Guild Conference and Awards celebrate Member achievements The QEII Centre in Westminster, London, was abuzz with excitement on Friday, 22 March 2024, as The Guild of Property Professionals hosted its highly anticipated annual Guild Conference and Awards. Under the theme ‘Sharing…
Read More