In developing your lettings agency business as your own town’s property guru, you are creating integrity. It’s all about you, the letting agent, providing a service to their existing and potential landlords. The emphasis on becoming an expert on your local property market and finding ways to make that expertise available to existing (and more importantly) potential landlord clients is truly a breath of fresh air. Most letting agents are great at their job when they know they are really helping landlords with their local expertise.
The landlord farming approach requires authentically getting into the shoes of landlords. A lot of sales methods seem to be about luring in landlords rather than truly understanding what they (the landlord) need and addressing that need.
Many of you (800 letting agents a week), read this blog. Even if you don’t ever buy anything from me, I would like you to continue to read my writings and refer me to others (alot of business comes from that). You see just like a landlord who reads YOUR property blog might never swap agents, they might recommend their landlord mate to you. That is an example of the dynamics I advocate: you see whether or not the landlord becomes my client, he/she will likely end up increasing your landlords base because he’ll be mentioning you to others, some of whom might…..(you can fill in the rest).
I feel that the UK property market is cheapened and diminished by most of the advertising and marketing that fills our heads with nonsense on every turn. The landlord farming approach (which makes you the property guru in your town) is one about which I can actually say: the landlords of your town would benefit with more marketing done like this.