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Get over your comfort zone issues in estate agency marketing

RAT 138 (Rawlings Agency Tip)

I increasingly find myself saying“get over it” to my estate agency clients struggling with a particular issue. It’s usually in response to an agent who is uncomfortable coming to terms with some innovation in the industry or attitudes surrounding change.

For example, you sell a property to a buyer; you get on really well with the buyer and they drop into the office every so often to say hi when they are passing. This goes on for three years and you have every reason to hope that, when they eventually come to resell the property you sold them, they will naturally come back to you. Then you see a competitor’s for sale board outside their house! It astounds you that people with whom you thought you had a strong connection have so little loyalty. Get over it - they don’t! Such relationships are no longer good enough to secure business - just like any other relationship, you continually need to refresh, invigorate, and surprise. In fact a culture of pleasant surprises should be a key component of your culture - both internal and external.

Another “get over it' moment came last week when an agent told me that she didn’t really get social media and after having been in the business for over 30 years she had never found the need to worry about SM and indeed it’s effect on her reputation and her SEO (“What’s SEO?” she said!) She then whinged about how other agents had increasingly taken her market share. She seriously needs to get over her reluctance to adopt what is no longer some new-fangled internet stuff and recognise that these things have now been with us for many years and are a fundamental component of business. If you don’t “get it” then you seriously need to get up to speed quickly to fill this void in your business expertise. No excuse!

Then there’s the issue of your photo on your business card. “Oh how very American!” some people say with a wince. Get over it! We British can be so traditional that we often miss opportunities that others harness. Surely a business card is supposed to be a reminder of a person following a meeting. I have hundreds of people’s business cards, but frankly I generally only remember the conversation I had with the person whom I can recognise from their photo. We’re visual animals after all!

Taking this further, one of the greatest opportunities of the moment is the swift adoption of the use of personal video messaging in estate agency. “Oh but how will I look - I’ll need a new tie, is my hair ok?”. Again, get over it! There are over one billion personal video messages being sent every day and the business world is just beginning to realise its power. There is some amazing technology out there that enables you to instantly send personal video messages both in the field from a smartphone, such as appointment confirmations and immediate viewing feedback, or as part of a larger strategic initiative with personally presented video newsletters, open house invitations, market reports etc. (see www.AgentVOX.co.uk) This is not about technology - it’s about communication! And communication is the one area in which estate agents are judged particularly harshly by the public. Huge opportunity here!

Another “Get over it” issue putting yourself forward as the voice of authority. Homeowners are strongly influenced towards giving their instruction to the enthusiastic local expert. So why are so many agents wasting expensive space in their local property newspaper or other estate agency marketing initiatives by advertising property, when they could be replacing one or two of these ads with meaningful advice, opinion and comment on the property-related issues of the day (thereby gaining favour with the public, with “I always turn to your page first”)? It's a great way to increase your instructions! Please let me know if you need a hand writing these pieces for you or check out the estate agency marketing page of this website.

The early spring is a critical time in estate agency, and every instruction is part of the increased vitality of your business. Whatever is holding you back, I say again, “get over it” and take the lead. I promise you wont regret it! Why not break through at least one of your comfort zones today?