My 110+ letting agent clients have certain qualities and characteristics that I wish to share with you.
Many of them are accurate, precise, detail-oriented and conscientious people, whom think extremely methodically and systematically. They make decisions carefully with plenty of research and information to back it up.
They have high standards for both themselves and their team and because they focus on the details and see what many other agents do not, they tend to be good problem solvers and very creative people.
One of those letting agent client’s is Daren Cope from Derby.
Daren and his wife Susan started their Letting Agency (Professional Properties) in 2000 and grew their lettings agency to 900 managed properties by 2010… but then credit crunch hit.
All the Corporate estate agents jumped on the lettings band wagon in 2009/10 and Daren’s and Susan’s lettings agency business stagnated, like many lettings agents across the UK, as the number of competitor agents went through the roof
By 2014, they had been walking through treacle to grow their lettings agency … and their portfolio stood at 950. Between 2010 and 2014, they had only grown their agency by just over 10 properties a year
What was Daren and the team to do to grow their lettings agency?
Let me describe their story
Daren came into lettings via accountancy. He is the kind of person motivated by information and logic. It would be fair to say, Daren has a very high quality threshold and is motivated by being well informed, researching before deciding and seeing a project through to the end.
As Daren is one of life’s instinctive organisers, who can both create and maintain systems – he wanted a consistent, logical, accurate and most importantly systemic way to grow his lettings agency.
He wanted a tried and tested marketing system that was high quality, logical and something that worked.
Above all, he wanted a marketing system with the assurance and comfort his back was covered. He wanted to know at every stage whether he was on the right path to success, with clearly defined boundaries, descriptions, expectations and goals .. all laid out before he started…. And above all else .. not be criticised or made to look foolish in front of the landlords, peers and potential clients of Derby.
He wanted to attract new clients, not because of cheap fee deals or underhand techniques, but by doing and seeing to be do the job of a letting agency with the upmost competence .. one could say, he wanted be seen as the most competent letting agent in Derby
In this 45 min high detailed in-depth video interview .. Daren talks about his and Susan’s journey, step by step, in lots of minutiae detail, on how he was able to grow his Lettings agency to 1,150 managed properties in the 21 months after starting the highly-structured letting agent marketing technique called ‘landlord farming’.
‘Landlord farming’ is a letting agency marketing technique that gives you independence and autonomy, but also within a controlled and organised framework. You will receive constant reassurance from myself, my team and even more importantly, 500 fellow letting agents adopting the system. You will always know what is expected and you will be given exact descriptions, expectations and goals.
Let’s be frank, most letting agents desire that things do not change, but if change is necessary, that it's well thought out and planned.
Watch this 45 min in-depth video of Daren – and logically take your time to analyse the technique for yourself and see if this is change could work for you?
Thank you for watching