Estate Agency Marketing Initiative - Valuation Day!
RAT 130 (Rawlings Agency Tips)
Sometimes the simplest ideas can deliver significant returns! One of these is the “Valuation Day” that a number of my clients have held recently.
Although pretty self-explanatory, valuation days tend to work best when you adhere to the following guidelines:
Firstly, choose a street, village or neighbourhood. Ideally this should be a relatively small area as you want to be seen as the highly local area specialist. Even though you might cover the whole of eg Cheltenham, it looks much better if you drill right down to the homeowner’s specific area, eg Montpellier, within that.
Second, mailshot homeowners in that area with an invitation, possibly by way of a hand-delivered letter, along the lines of the following:
“Dear Homeowner,
You will no doubt have heard conflicting opinions about the current state of the property market nationally, with huge variances being reported across the country.
However, presumably the only figures that really matter to you relate to your local property market in Montpellier Grove itself.
Therefore, as your local agent, with a finger very much on the pulse of the immediate market, we are offering homeowners in Montellier Grove and Suffolk Street a FREE and up-to-date market appraisal of the value of their property NEXT THURSDAY 31st AUGUST between 10am and 7pm.
This is short, informal, and verbal indication of the approximate likely sale value of your property, based on our immediate experience of current market demand and recent sales.
The inspection would take about 20 minutes and there is absolutely no obligation thereafter (although if you should ever decide to sell in the future, we’d hope you’d choose to consider <agency name, default us).
Please do let me know if you'd like to take advantage of this offer and we'll book a mutually convenient time.
Kind regards,
PS: If you can’t make this date but would nevertheless like to be kept informed about local property issues, you may like to subscribe to our complimentary e-Newsletter at news@ABCEstateAgency.com'
In this instance there is no need to address the letter to the homeowner by name as it is clearly a generic marketing approach so this would not be unexpected.
Even though you have identified just one street or village, there is no reason why you should not send the same letter, adjusted accordingly to many streets, or perhaps a pair of streets, every day. Before long you will have covered your entire area.
I guarantee that your proactivity in this estate agency marketing initiative will deliver short, medium and long-term results. But don’t be greedy - gently offer sincere advice and earn the right to the business before you ask for it! This is not a marketing proposal meeting - it really is a valuation in the simplest sense of the term.Let me know how you get on!
