Inspiration

Commercially Speaking

Do commercial agents still have the basics to learn from residential, or is it me?

After having worked from relatively small premises for five years, the recent growth of my estate agency support company, Inside Out Communications Ltd, now warrants an office move, as we have recently hired further client support and Pre-Instruction Pack™ design staff

I didn’t quite know where to start. I knew I wanted something funky, light, upbeat, modern and spacious, and we had to have parking for several cars. A slightly tongue-in-cheek wish would be to be able to walk to the office from my home in central Cheltenham, but this is probably only in my dreams!

My search put me very much in mind of residential buyers who have limited experience of the buying process, and I found myself simultaneously amazed and shocked by the general indifference of agents, and the inadequate service provided to buyers. I knew this was going to be a learning process where I was going to be on my own!

Firstly, where to start? Obviously the internet. So I tap “office space” and “Cheltenham” into Google and actually come up with very little - on the first page anyway, and who looks beyond that? A handful of serviced office suites, some industrial property, a 14,000 square foot office block (we need about 1000 sq ft) and something to do with Tavistock for some reason. A search for “commercial estate agents” brought me lists of estate agents of all descriptions, as well as portals listing agents from Aberlour to Wokingham.

So I asked my very able PA, Keri, to do some research using more conventional methods – such as the telephone. Keri looked up a number of agents and told them what we wanted. The most common response was “there’s not a lot around” which smacked of disinterest more than a genuine comment on the state of the market, despite that fact that we were prepared to pay top dollar for the right property.

Oddly, nobody tried to tie us down to an appointment to view, but each agent seemed to believe that it was quite appropriate to stick us on a mailing list and wait.

Each agent was effectively proving that they were just the same as all the rest. None of them demonstrated any points of value, and they made us work hard to find a suitable property. They were certainly not there to help, it seemed!

So we get this pile of property details. And I step back in time 25 years. Black and white photocopied details with either no photo or photos so bad that it was hard to tell whether the image actually resembled an office building or the Berlin Wall in bad light! And there were no internal photos at all. What is it about commercial? Don’t they think we have any interest in a foretaste of the property in which we will spend more of our waking hours than our own home?

And as for floorplans, not one agent we have dealt with uses them! Incredible – we buy or rent commercial space per square foot, presumably because we are more conscious of good use of space than residential, yet we are offered no idea of the layout. This has single-handedly wasted more of our time, and the agent’s, than any other aspect. A property appears to be roughly right from the details, yet when we get there it turns out that the space is divided left and right of a communal entrance hall and I leave the property furious with the idiot who failed to understand a simple requirement for privacy and a separate entrance. How would you like to work in an office with a dentist drilling just along the corridor? Don’t waste my time.

And apathy! We were looking around one property and the agent just stood there and waited. A good agent would have asked us what we do, how we work, how many of us there would be working there, do we receive clients, do we need out of hours access, etc.. A great agent would have helped us explore the possibilities of the potential of the property, and put it in the context of the scarcity of supply of other properties that may have been suitable. But we had none of this.

As for brownie points for unhelpfulness then commercial agents definitely have it; why is it that the rates payable, which equate to about 25% on top of the rent, are seldom shown on the agent’s details? When I ask the agents, they say “you’ll have to ask the council”! Why should I? Why can’t they tell me? Why are they trying to make it so difficult for me?

Eventually we find a property that is not just a wood-chip covered wall Regency conversion with four businesses all sharing dismal communal kitchens and loos (I really don’t want to talk to passing acquaintances in the corridor about “did you see big brother last night?” – just let me get on with my work!) It’s not ideal, but I tell the agent we’ll take it. The agent then tells me that an offer has just been received for the whole building and they can’t consider my (rental) offer on part of it in case it jeopardises the sale! What?! Surely a decent agent would use this to help promote the sale.

Then I saw a board. The perfect property - in every way. It’s even two minutes walk from home! Oddly, the property does not appear anywhere on the web, but apparently the landlord is desperate. I called the agent who arrived immediately and knows what he is talking about and I submitted an offer that day - which is being considered as we go to press.

It just makes you think… agency really isn’t rocket science, yet there are still many agents doing a mediocre job, and there’s huge money to be made by those who choose to provide a half decent service! Don’t forget – your buyers are conveyors of your reputation! Don’t mess with them.

If you have enjoyed reading this RAT(Rawlings Agency Tip) and would like one new one sent directly to you every week, free of charge, simply register here.

For other estate agency inspiration, tips and advice, click here.

© Richard Rawlings 2010
Richard Rawlings is the founding director of Estate Agency Insight, which specialises in helping estate agencies harness opportunity through innovative method, marketing, publicity, and training. He can be contacted at or on 0845 838 1354.

Top of Page | Article Index