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Showing posts from 2019

Slagging off the competition in Estate Agency

Some Estate Agents have been known to speak ill of their competitor agents in their FV pitch. If I had a £1 for every time some Valuer or Branch Manager say, “There is no way they can offer a decent level of service on such low fees and run a business model that isn’t sustainable in the long run.” ….yet they are still in business years later and show no signs of disappearing.
Nevertheless, I think there is a better way to talk about your competitor agents at the free val
“We know [insert name of agent] well. So much so, we have many acquaintances and friends at that agency. They do decent work as an agent, yet we have vastly different ideas about how to sell(let) property. Do you mind if I share with you what makes us different as an agent?”
You see, I believe being in estate agency (and lettings) is all about relationships, its about saying the right thing and then committing to it, I believe we as agents should work extremely hard at selecting the right words that make those convers…

Estate Agents - The only reason your Facebook Ads or marketing leaflet campaigns aren’t working ...

Estate Agents - The only reason your Facebook Ads or marketing leaflet campaigns aren’t working is that your advert has to bring value. The No.1 thing that is happening in society the way people value time.. time is exploding in value to us because we all now live in a 24/7/365 world. 
People don’t want read your self-serving propaganda on your estate agency, your sales message, landlords wanted, your Rightmove pie chart, what you have sold, and why your agency is so good. 
What Estate Agency advertising (in fact all advertising) has doing since the 1980’s is it stopping you from doing what you want to do and it's selling you something which means by nature it is stealing your time which is why the second you decide that to stop selling and give out valuable content and you actually want to bring people value instead of selling them something … you win.   
Talk about the one thing every homeowner and landlord in your town is interested in  .. what is happening to the local property m…

a lesson from a Farmers Market to all us agents

I love to go to the Christmas market in Stamford with Senior Management (the wife)… especially the food bit. This year there were two cheese sellers .. and both made cheese and their farm. They sell an almost indistinguishable product (Red Leicester cheese), but one was selling three or four times as much cheese as the other. Their marketing techniques were comparable. Try and catch people’s eye, give them a sample of the cheese (with cocktail stick – this is Lincolnshire) to try and use that time the potential punter is munch the cheese to go into sales mode The first cheesemaker informs his potential punters his cheese is the best Red Leicester cheese in the UK. ‘I should know, I make it,’ he proudly declares. The second cheesemaker tells potential punters that his cheese are vegan, dairy and gluten free. ‘Its delicious when a thick chunk is cut and eaten with some warm bread. Great grated on pizza and when having a nice glass of vino on a Friday night afterwork .. the bold, yet mello…

Your three best friends ...

Think of your three best friends ..  then I asked you to describe them in no more than five words .. I bet without a missing an heartbeat you might say fun, caring, faithful, big hearted or unstinting, yet if I asked you to tell me about your estate agency’s qualities, traits or attributes  … would it be so easy to reel off five words?  Estate and Letting Agents spend so much time and effort in becoming known without telling people what we, as agents, want to be known for. All I’m suggesting is that if we, as estate and letting agents want to have a opportunity in how our estate and letting agency is seen and noticed (ie people’s perception of our agency) in the big bad world, then we need to be purposeful about creating that perception. … because if you don’t tell your story – somebody else will.

Storytelling in Estate Agency

In this busy 24-7 social media, where the average human  gets 2,000 adverts pushed at us a day world, when we manage a agents to get our advert in front of someone, albeit for a fleeting few seconds, the mistake we make as estate and letting agents is believing that we need to give potential landlords and house sellers all the information about our agency and why its so much better than every other agency.. whilst we have their ever so brief attention. That is what the teachers taught us at school. We were not reprimanded for writing down everything we knew on our answer sheets for our essays and exams. If you wanted top marks on your exams – you dumped everything on the page ..  yet this doesn’t work when we are dealing with real life people. The objective isn’t just to deliver the evidence that we are the best agent in town by giving chapter and verse .. far from it … it’s to grab the imagination of the house seller or landlord. As children, we communicated in stories, not facts and f…