How many times has a landlord
said your fees are too expensive?, Is it because they don’t have enough money
to pay for them?
Certainly, among the
undeserved poor, this happens all the time when talking about the price of food
and clothes, but not when it comes to landlords. When a landlords says "It's
too expensive," it almost never means, "If I had enough money I think
you are worth your fees."
Often, what landlords are really saying is "you aren’t worth
your fees .. you aren’t worth it." This is a totally different analysis,
of course. Lots of things aren't worth it, at least to you, right now. I think
it's safe to assume that when you hear a potential customer say, "it's too
expensive," what you're really hearing is something quite specific. A £400
bottle of whisky is too expensive to just about everyone, even to people with
more than £500 in the bank. They have the cash, but they sure don't want to
spend it, not on something they think is worth less than it costs.
Not everyone will value your offering the same, so if you wait
for no one to say, "it's too expensive" before you go to market, you
will never go to market. The challenge isn't in pleasing
everyone, it's in finding the few who see the value (and thus the bargain) in
what's on offer.
Culturally, we create boundaries for what something is worth. Freshly
squeezed orange juice in Spain costs a euro, and it's delicious. The same juice
in London would be seen as a bargain four pounds (over 5 times as much).
Clearly, we're not discussing the ability to pay nor are we considering the
absolute value of a glass of juice. No, it's about our expectation of what people like us pay for
something like that.
Why not offer landlords a service that in fact they
do value what you do.
And then do an ever better job of explaining and storytelling, increasing the
perceived value instead of lowering the price.
What could that service
be? Easy.. it isn’t letting property..
they already have an agent to do that. No, you need to become the property guru
of your town. Do it right and they will follow you, and the best bit, they will
give you their properties to manage as well.
How do you become a
guru?
- Read this blog .. all 70+ poss going back to December
- Watch the three videos embeded in the site
- .. then do it.
- If you need help and guidance, I can help you or teach you how to do it on one of my courses .. visit www.christopherwatkin.co.uk or ring me on 07950 147 572