Gravity is a problem. If you're designing a
new aeroplane, it would be a lot easier without
gravity, but gravity isn’t
going away. Gravity is a problem which is solvable, a problem that must be
lived with.
For years, Apple viewed the selling of
their wonderful computers a problem. They had to live with eccentric
independent computer stores, or pile them high merchants ... the Matalan’s or
PC World’s of this world that didn't display or sell their products well. Using
the tinterweb-net and then their own stores (and I went in one yesterday in Solihull .. my word arent they palaces of computer touchscreen loviness!), they eventually realised that this
was actually a problem that could be solved, and it changed everything for them.
So why do so many estate agents and
letting agents, who decided to open up online, believe they can solve the problems
relating to getting new landlords and vendors by thinking the only thing they can offer is a cheap fee. Fee isn't the problem here .. the problem lies elsewhere.
The problem is .. there aren’t any
problems in lettings and estate agency apart from letting agents themselves...
unlike gravity, which isn’t going away, the only problem you have is what is
going on in your head .. online agents - you aren’t tied to an office, you are tied to paying
rent and rates .. but what is the only thing online agents bleat on about ..
their USP, their magic bullet .... we have no shop, so will charge you less .. yep,
because they have lower overheads, they can charge less .... charging less is
race you can never win.
In fact, I think you online only
agents should be charging more.
Be different, go that extra mile, go and
visit the current houses every tenant who wants to rent a house off you (or to
be really correct, rent one of your landlords properties; and estate agents,
why not do every viewing .. and I mean every viewing .. its not as if you have
to get back to cover the office .. is it?
The thing is, most
agents cant prove they are different, be they office based or online. That
my friends is the real problem here. .. how are you going to
prove you are different?
You
could start with this, we must overthrow the mindset of being another agent in
the estate agent or letting agent machine and instead,
stand up and just be you, be human .. like I said on Linkedin a few weeks ago,
landlords want someone who cares.
Do something a person does with
generosity to touch someone else to make a change for the better. We
can see it in every facet of life .. in the way the nurse in a
dentist's office treats us when she knows how much pain we’re in. She’s
not just doing her job; she’s being a person. She is enlarging the bubble
around herself to include us.
Your best work is always about standing out,
never about standing in.You
never meet somebody who says, ‘I succeeded by fitting in more than everyone
else.’
So how do you do that? Well, care for the customers you already have, and make new potential clients want to come and talk to you, so you can care for them as well. I cant teach you how to care, but can teach you how to make landlords walk through your door
Dont forget I have helped cold start over 26 lettings agency's over the last 2 and bit years .. some got it, others didn't. The ones that did get it, well numbers speak for themselves ..
- 105 properties let within 8 or 9 months from a cold start in the North West
- 35 properties let with a further 10 on the books within 4 months in the South (cold start)
- Existing lettings business grew from £12k pm turnover to £20k per month turnover (within 9 months)