You should NEVER admit you aren’t the No.1 agent in your town.

Here is a thought, but if you are an estate or letting agent, getting market share is tough, when you might have one (or two or more) big boy agents in your town, taking a combined 50%, 60% even 70% market share. You need to understand you can’t automatically get ahead of your competitors, even if you know you are better. So instead of worrying about you being small and them being the big daddios, you could use this to your advantage.

A well known example of a business effectively taking an innovative approach was the boss of Avis rental cars in the 1960’s; they understood that as a new business they couldn’t automatically get ahead of their competitors, Hertz, so instead they used this to their advantage

Hertz, was spending five times as much on advertising than Avis and that showed in market share. So Avis’s advertising needed to have five times the impact of Hertz’s. The ad agency came back with a campaign that offhandedly admitted Avis was only the number two rental car company and came up with the slogan “We’re number two. We try harder” and tripled their market share in just four years.

What if you said, .. obviously changing the name to your town, We are the number two estate/letting agent in Colchester, but we try harder”

.. don’t dismiss it out of hand

.. just think about it

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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