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Most agents say the hardest part of getting more listings, greater numbers of new instructions, more landlords, more free valuations is knowing where to begin.
That’s because we as estate and letting agents start in the wrong place, with the wrong question—at the ‘how to’.
Instead of wondering what we should do or say, we as agents need to start our marketing / message by asking who the marketing/message is for, and then by asking why this marketing/message will resonate with that particular audience.
Telling potential landlords and house sellers you are wonderful, you have 180 branches, you open 26 hours a day, 8 days a week, you have sold 10 properties this week, you are No.1 on Rightmove Plus, You opened in 2BC .. might be fascinating to you … but is it interesting, intriguing, educational, remarkable for the potential landlord or house seller? Yes, its interesting to you (and your Mum) .. but not landlords and vendors out there.
If you dont believe me .. just think for a second. If a local solicitors practice or accountancy practice started bleating on about how many tax returns they had done this week, or how big they were, or how marvelous they were .. would you care? Would you tell your mates? No – it would be filled in ‘irrelevant things that happened to me today”
So what is the solution?
Here is my five and half step solution. It will help you through the process you should always adopt …. when deciding on your marketing (IMHO)
  1. WHO – who is the marketing (or as I prefer to call it – your message)  for?
  2. WHY – why should they care about this marketing / message?
  3. WHAT – what is the message?
  4. HOW – how should we get that message across?
  5. WHERE – and where should we put that message?
5.5 …..because you have to sort the who and why first .. that is where most agents fall down because it’s only by understanding who for and why  …. that we get to a better how.
Here is a 3min 22 sec video on what that five and half step process looks like in realUK Estate and Lettings Agency life
If you think that all sounds like a good idea .. here are three short videos on it
kind regards
Christopher Watkin (look me up on Linkedin!)
Some chap that helps new and existing Estate and Letting Agents get more instructions, more listings and bigger market share - but you wouldn't be interested in that - would you? Oh you are? Well - have a look see below - you might find things of interest
400+ blog posts on getting more people (house sellers or landlords) for your estate agency or lettings agency
my thoughts on how to succeed in UK estate/letting agency on videos  (15+ videos)