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Using freebies in Estate Agency Marketing

RAT 131 (Rawlings Agency Tips)

Using freebies in Estate Agency Marketing

I have just returned from holiday in Greece, where I was reminded of the incredible generosity of spirit and welcoming approach offered by shopkeepers and restaurant owners.

For example, on one occasion we bought some groceries in a small supermarket (about £70 worth) and, after we had paid and were just about to leave the shop, the shopkeeper called us back in and added a free bottle of wine to one of our bags. Wow - you don’t get that at Tesco!

Then, in many of the tavernas at which we ate, the waiter would appear with a plate of cakes and/or a glass of the local liqueur - on the house!

In each case the “freebie” was offered after the bill had been paid and was clearly intended simply as a “thank you”. But the feel-good factor was huge and we certainly became predisposed to returning to the shop/restaurant in the future - not because we might get free wine/cakes/liqueurs again, but because of the charming, generous, welcoming and sincere people who served us.

They might not have known it, but these people were actually using a recognised sales technique known as a “lagniappe”. A lagniappe (pronounced lan-yapp) is a Creole word for a small gift given to a customer by a merchant at the time of purchase by way of good measure (eg a thirteenth doughnut when buying a dozen).It is common in many places around the world (esp Chile) but is rarely used in the UK.

There is a great opportunity here for estate agents, especially when your competitors are unlikely to use it. An example might be; once an instruction has been agreed, to then cover the cost of the EPC, or to offer a premier portal listing, or to act for the vendor in their purchase, etc.. Or what about providing the vendor with fresh flowers “to help the house look its best during the first viewings?

However, don’t fall into the trap of saying “if you give us the instruction, we’ll give you flowers!” A lagniappe is a post-sale (ie post-instruction) initiative designed to provide a feel-good factor that ultimately plays a significant role in helping you to manage your reputation and consequently generate referral business. Offering the freebie in advance would probably be seen as a cheap way of seeking to persuade the client to do business with you when you perhaps have nothing else to offer! People don’t want to be sold to, but they love to be appreciated!

Why not give it a go and please do let me know how you get on.

Finally, now’s the perfect time to kick-start your autumn marketing campaign for new instructions. Have you considered using my Property Editorial Programme exclusively for your estate or letting agency? Please feel free to email me VIA THIS LINK and I’ll check that your area is still available and will send you a proposal with samples, costings etc.

Have a great day.