Vendors don’t care about you

The vast majority of Estate Agents marketing strategies habitually focus around finding as many house sellers to list their property with them as possible ..and to do that ..

Most of you reading this will dedicate as much (sometimes more) time to creating enthusiasm for what you do as an agent than actually do what you do as an agent.

.. yet often, on our race for listing success .. things can suffer .. like lower fees. Like Oscar Wilde said, “cynics know the price of everything and the value of nothing.”

My intuition tells me there has to be a different way .. a better way.

A way that attracts the right sort of house seller .. the one that appreciates value and worth and is prepared to pay for it.

Most of the UK Estate Agency industry is really good at selling houses and getting maximum value for their vendors … but appalling at extracting maximum value (ie fee) for themselves

That isn’t their fault .. its just they don’t know any different

..and its not as if they don’t have the skills … its just they are scared and fearful .. and we dont believe we are worth it .. the cynics will have a field day

So how do we get over this?

I believe it’s important to tell a story that resounds and even resonates with the right vendor (and for the letting agents amongst you – the right landlord). Drop the cynics and let’s have some followers and believers in ou us and our agency

How do you do that?

Prove value and worth, but it has to be the from the point of the view of the punter (vendor).

Look at your agency marketing .. most agents marketing is all about them as agents, their services, what they have sold, what makes them so different, whether they High or Online .. its like all they talk about is themselves.

Nobody can emphasise and engage with someone that talks about themselves

.. start talking about the punter .. and what they are interested in, because as the awesome Matt Giggs said last week  .. “nobody cares what you know- all they care about is whether you care about them”

PS .. a clue – it isn’t you or your agency or your team .. its them

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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