Inspiration

How to Harness Gratitude

The RAT (Rawlings Agency Tip)

Why does a client instruct you rather than another agent? The simple answer is that for one reason or another they prefer you to others they may have considered. The day they appoint you, they are effectively at the height of their “gratitude curve”. In other words, they are at the peak of their relationship with you. Sadly, unless you nurture that relationship from that point onwards, the chances are that they will never again feel as favourable towards you as they did on the day when they were impressed enough to instruct you.

The question is…do you take advantage of that gratitude peak by using it to sell other services? The key opportunity here is of course financial services. Whilst the vendor is predisposed towards you (and they have proved that they trust you enough to instruct you) why not call them say 24 hours after gaining the instruction to arrange “as part of the service” for your IFA to visit them to ensure they are best placed financially so they can buy from a position of strength when a buyer is found.

Why only sell financial services to your buyers, letting another agent sell to your sellers? Crazy…and just at a time when they are most likely to be receptive to whatever you have to offer!

(And if you don’t do financial services why not arrange for a removal firm to visit them for a quote. You might just make some commission from them whilst enhancing your customer service)

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