Have you ever heard these reasons why people don’t
use your agency?
1. You haven’t got many properties like mine for sale / let
2. You aren’t on every portal
3. You don’t deal with this type of property
4. You're too young to take this £2m house on
5. You don’t go in the newspaper
6. You aren’t part of an extensive network
7. You don’t have buyers registered on your books
8. You don’t have a High Street office
Hear these words too many times and you might
begin to believe them.
Now, more than ever ….
attitude undermines
background
and
effectiveness defeats
inexperience.
… particularly when it comes to the work done on
the boundaries, on the edges of estate and letting agency, where answers are
still being found. Let me explain …
The world of estate agency is changing but some
people don’t realise and others are looking in the wrong direction. High St vs
Online vs Hybrid is not where the battle ground is in estate agency. Rightmove
vs Zoopla vs OTM isn’t either where the war is being won or lost.
Whether you are a newbie ‘wet behind the ear’
agent or an established giant of agent, whether you are an online agent, hybrid
or high street agent .. the battle for estate agency (and lettings) is being fought elsewhere …
the Portal argument or Online arguments that are the bread and butter of places
like this are not being had by the customers and clients we serve … they don’t care
about things like this .. no in the hearts and minds of the all the homeowners
and landlords of the UK, all they care about is themselves, their property and
if they need to get a property sold or let, one who will do it efficiently, get
a decent sale price/ rental figure and at a fee that is worth paying…
People do business with people they like … remember,
lettings and estate agency is people business… not a property business
Estate Agents …. Stop focusing on youself, stop
focusing on your firm, stop focusing what you can or cant offer, stop focusing
on what you do or don’t have on the market (or have sold) … nobody cares about
that .. all you have to do is talk about stuff your local homeowners and local
landlords are interested in, obsessed about, passionate about …
(and sorry
it isn’t a screen dump of Rightmove Plus with you at No.1 on New Listings)
If too many vendors (and landlords) have told you
'no' .. most of them were wrong. Not wrong about what they wanted … perhaps
what you have isn't for them... or it could have been your fault for not
proving them wrong about what you could give?
Instead of beating yourself up on who was right
or wrong, instead of destroying yourself of waiting for homeowners and vendors
to choose you, I suggest you choose yourself, and keep making art until vendors
and landlords can't ignore you any longer.
Is that fair, No, but life isn’t fair sometimes,
nonetheless it's better than the alternative.
… and what is this art I talk of?
Definition of Art .. “the expression or application of human creative skill and imagination,
typically in a visual form such as painting or sculpture, producing works to be
appreciated primarily for their beauty or emotional power.”
.. I can see your eyes roll up at this point … stay
with me … I am not talking about painting or sculpture, nothing fluffy .. ask
the wife, I don’t do do fluffy … but you can be an artist in estate agency by
creating something that is appreciated for its emotional power
(look at the definition)
.. just talk about something you know local homeowners
and local landlords are interested in ..
(PS hint – it isn’t you, it isn’t your firm or services, nor isnt your
Rightmove Plus screen dump, nor is the chain of agencies you belong to, it isnt
section 8 vs Section 21 notices, nor is it whether you have a High Street
office or not .. the only people who care about those things are three people;
Firstly, you, Secondly, your Mum (but she would be proud of anything you did)
and finally, your Boss)
The British are obsessed about the property
market .. ‘How much is my house worth’ .. Just talk about your local property market
because someone Peckham doesn’t give two hoots about Wimbledon, nor does anyone
in Nottingham care about London.
This works for landlords just as well as for home
owners .. its gets more stock for resi lettings and resi sales .. because both
are owners of property
Just talk about house prices, rents, yields, capital
growth, what will happen to house prices, what will happen to rents, what will
happen to yields … and then just deliver them to the homeowners and landlords
of your town.
How do you do that .. watch these for videos
(that last 45min.. but I guarantee it will get you more landlords and vendors
to use your agency)
Part 1 - https://youtu.be/-ufIvIW9-5M?t=3m10s (8 mins)
Part 2 - https://www.youtube.com/watch?v=7y4s_bC6jzo&feature=youtu.be&t=20s
(15mins)
(9mins)
Part 4 - https://youtu.be/xhp1WerR_x8?t=19s
(16mins)
.. and want to know
if it works …
This established
agent grew his sales pipeline by 113% in 9 months (and he was already a main
player in his town .. No.3 agent before he started .. 6 minute video .. https://youtu.be/WoN9Qgg0ZP4