Threatening Estate Agents

The reason it’s so difficult to have a considered conversation about Estate Agency  in the 21st Century is that estate agents feel threatened

.. but I am not talking about being threatened by online agents, nor am I talking about overvaluing nor a lack of free valuations and instructions – no it runs deeper than that – a lot deeper than that .. estate agents feel threatened because it feels like the whole world is criticising of our convictions, our beliefs .. our faith in estate agency as a whole.

Convictions, belief and faith are the foundations that keeps our estate agency career together (be you a boss or employee), in fact those attributes keep our families together, our relationships together .. because without them – what the hell gets you up in the morning?

Whilst convictions, belief and faith are the keystone of humankind; we can’t live without them. …Estate Agency is very different from convictions, belief and faith.

Our convictions, belief and faith are what makes us human .. estate agency is not human… it’s a job. We can bring our values, our convictions, our belief and faith to our job, into our job .. but aren’t the job itself.

We can always replace you as a Neg or Valuer or Branch manager .. but we can never replace you as a person.

Put plainly, estate agency is just a set of procedures and rules to do a job by (for now).

Those procedures and rules are quite simple…

  1. Get the proper certificates from the Govt regarding Money laundering and a Redress scheme + all the legal paper work
  2. Get yourself on a portal
  3. Get a website / boards / email address / camera / tape measure
  4. Do some marketing to attract people to your agency for free valuations
  5. Turn up to the free valuations,
  6. Which turn into more instructions,
  7. Which in turn, turn into more sales
  8. Meaning more exchanges
  9. Thus more profit/commission for you
  10. Go to No. 4 and Repeat

So when I said in my last article, 80% of Estate Agents deserved to be made extinct .. I wasn’t criticising you as a person, I wasn’t questioning your values or convictions, nor was pulling down your beliefs or slagging off your faith in you as a person ….. all I was doing was being harsh on point No.4 (of the ten) procedures / rules above

…the rules you (currently) live by, the job rules, the estate agent rules and procedures .. nothing to do with your values, your convictions, your belief or faith.

You see, I have an issue with Point 4 – “Do some marketing to attract people to your agency for free valuations” .. that’s all I bang on about.

I am non-conformist on the way most estate agents work and I set out 3 years ago to challenge just one of those procedures/rules (Point No 4 in the list above), I set out to challenge the status quo on how most Estate Agents have marketed themselves by since the 1980’s (ie Point 4) .. because I believe the old 1980’s ways of attracting new homeowners and landlords to your agency (i.e. marketing yourself), which are still being used to today are from the last century and should stay there.

People (and that includes potential house sellers and landlords) don’t like to be sold to. People – they don’t care about you, your estate agency firm, your services, the awards you have won, the number of offices you have, the fact you have been open since 2BC … and if you don’t believe, if a new solicitors practice rocked up into your town and started talking about their solicitors practice, their solicitor services, the number of offices they had or they have been solicitors since 1860 .. would you care – no of course not .. so why should anyone care about your estate agency?

Of course, your Estate Agency procedures and rules (i.e. your job) go together with your own values, convictions, belief and faith as a person (i.e. you) go together . … hand in hand .. but they are different. (i.e. you and the job role)

Men especially, judge other men by their job, their job title, company car and perceived earnings … and  my beliefs on Point 4 and the way I rant on, standing on my soapbox, is from position that isn’t the normal view of most Estate Agents.

But with my soapbox articles, I am not judging you as a person, I am not criticising the person inside, …. All I am doing is this, as a fellow human, sharing my beliefs, that we as an estate agency profession need to change the way we market ourselves (again – Point 4 of the rules above). With a passion, I believe we as an industry need to change one small element of the rules and procedures in the way we operate to make ourselves more relevant to the 21st century… more relevant to our potential clients (the homeowners and landlords)

.. but change is scary.

No one wants to look at prat or stupid by bring the first one.

I know, I was derided and ridiculed at the start. I left a well paid, well respected job because I believed what believed …  but you don’t need to be alone nor the first one. 400 fellow estate and letting agents have done  the same .. changed .. not a huge change .. just changed the way they do Point 4 of rules/procedures above …

They haven’t changed their convictions, their values, their beliefs or faith… but have used those very same attributes   (values/convictions/ beliefs/faith in themselves ) to be open to a new idea. (the idea that there is another way to market yourself to get more free valuations ie Point 4) because ..

When you fall in blindly in love with the estate agency system itself, you lose the ability to grow, you lose the ability to see the bigger picture, and that bigger picture is you. Values, convictions, belief and faith is what you are, whilst estate agency is what you do.

Surely, if you are the person you think are … a free minded, open minded person, with values, convictions, belief and faith … who just happens to work in estate agency instead of an estate agent robot, following orders .. then you have to open to new ideas on those rules and procedures.

If Estate Agency comprises the rules you follow (i.e. the job)  .. then your values, convictions, faith and belief (i.e. you as a person) is demonstrated by the actions you take .. and one of those potential actions means questioning the rules and procedures of the job, doesn’t it?

That’s all I do .. question the way us estate agents market ourselves

Question is .. Are a robot that follows the rules and procedures because that is the way we have always done it   .. or are you a open minded person, with values, convictions, belief and faith?

If it’s the second .. open your mind to this 21st century way to marketing yourself as a Estate Agent .. watch these videos and tell me your thoughts.

By  watching all these videos, I hope you can see why the 400 other agents who have adopted the new way of marketing themselves are substantially growing their estate and lettings agency businesses using the technique.

kind regards

Christopher Watkin

UK’s No.1 Teacher of Business Generation for Estate and Letting Agents


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

You May Also Enjoy

Estate Agent Talk

Homes for sale in UK has reached highest level in eight years – Thoughts from the Industry

Following on from the data from Zoopla the number of homes available for sale in the UK has reached the highest level in eight years. Here are some thoughts from within the property industry. Guy Gittins, Chief Executive of Foxtons, said: “Despite last week’s announcement of a general election, we’ve not seen a dampening of…
Read More
Rightmove logo
Breaking News

Rightmove’s weekly mortgage tracker

Headlines The average 5-year fixed mortgage rate is now 04%, up from 4.63% a year ago The average 2-year fixed mortgage rate is now 41%, up from 4.97% a year ago The average 85% LTV 5-year fixed mortgage rate is now 01%, up from 4.55% a year ago The average 60% LTV 5-year fixed mortgage…
Read More
Breaking News

Highest supply of homes for sale in eight years will keep house prices in check

Zoopla HPI reveals that the UK is currently experiencing the highest supply of homes for sale in eight years, which will keep house prices in check for the rest of 2024, and also predicts that the 4th July General Election will have less impact on the housing market than during previous election periods. Supply of…
Read More
Breaking News

Breaking Property News – 29/05/24

Daily bite-sized proptech and property news in partnership with Proptech-X. Made Snappy 360 says 61% of letting agents omit property measurements from their listings – which NTSELAT now requires  Letting agents across the UK are proactively responding to an update from the National Trading Standards in Estate & Letting Agency (NTSELAT) regarding recommended “material information”…
Read More
Love or Hate Rightmove
Breaking News

Rightmove story: Home-movers undeterred by election

Majority of home-movers undeterred by election New insight among home-movers shows 95% say the upcoming election will not affect their moving plans Rightmove data from previous elections shows that the market remained steady: In 2015, demand from buyers was consistent leading up to the election, and experienced a post-election boost in June when the annual…
Read More
how to present your property for sale
Estate Agent Talk

6 Property Management Marketing Strategies For And Beyond

Did you know that over 70% of individual renters find their new homes on the­ internet? In our current digital e­ra, a sturdy online existence­ isn’t just an extra for property management firms—it’s a critical need. Nonethele­ss, with innumerable property administrators scrambling for visibility, how might your firm gain promine­nce? The solution is a de­tailed…
Read More