What is the most important question in estate agency and lettings?

  • Are we on the right social media channels?
  • Is our lettings / estate agency service consistent enough?
  • Are we on the right portals? Rightmove.. should we pay extra for Zoopla?
  • Is our agency website cool enough?
  • Should we move into an shop?
  • Are our fee’s low/high enough?

No, the most important question in estate agency and lettings is a question an agent should ask …

“Do landlords and homeowners, especially those who have never used us, trust us enough, as agents, enough to believe the promises we throw out in our marketing ?”

Without trust, you have nothing.

People might be aware of your agency .. but even if you have awareness … if people don’t  use your agency, it’s likely they don’t trust you as much as you would hope. In fact, if your proposition is solid but properties and landlords aren’t being coming on the market with your agency in their droves, then you need to look for trust issues.

… again, without trust, you have nothing.

If you want to improve the trust you and your estate and lettings agency brand stands for, there are only three things you need to do …..

1. Earn the trust of the potential landlord / homeowner
2. Repeat No.1
3. Repeat No. 2
Then you can worry about the rest.

How to earn the trust of a potential homeowner or a potential landlord. Easy,

  1. grab their (landlords and homeowners)  attention and then …
  2. be interesting, they (landlords and homeowners) will be attracted to you because you are interesting (human nature) ..
  3. then they (landlords and homeowners)  will begin to like what you say (again human nature)
  4. and slowly but surely,
  5. they (landlords and homeowners) begin to trust you (again human nature)… and people do business with people they trust (fact)

Where do you think most agents trip up?

Point 2 .. interesting

Talking about your agency, your services, your new logo, your company, your network, what awards you have won, what your Rightmove Plus listings stats look like, what ESTAs awards you won 6 months or 6 years ago, what you have sold or let this week, how you smashed your targets this week/month, how you are branch of the year or month, … nobody gives a flying **** …. none of this is interesting except to three people …

  1. You
  2. Your Mum
  3. Your Boss

.. and if you don’t believe me .. can recall any advertising that any soclitor or accountant has published one the last four weeks that you remember .. because only people remember stuff that’s interesting. Can you recall any advertising a competitor has done? Again, I bet nothing.

I know what is interesting to landlords and vendors  .. I know what does get you more stock to sell and let than what you can cope with  .. just tell all the homeowners in your local patch and all the landlords in your patch what is happening to the local property market .. house prices, rents, yields, capital growth .. that’s interesting!

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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