 The following articles, written by estate agency method and marketing expert Richard Rawlings, have all appeared in the estate agency trade press, such as The Negotiator, Estate Agency News, Sold Out Magazine etc.
PROACTIVE PROSPECTING
RAT 35 (Rwlings Agency Tip)
WHAT AGENCY TRAINING IS NOT!
RAT 34 (Rawlings Agency Tip)
A CUSTOMER SERVICE TIP
RAT 33 (Rawlings Agency Tip)
HOW TO GET AN ASKING PRICE OFFER
RAT 32 (Rawlings Agency Tip)
BUYER QUALIFICATION TECHNIQUES
RAT 31 (Rawlings Agency Tips)
THE PADDI LUND INTERVIEW
RAT 30 (Rawlings Agency Tips )The Critical Non-Essential interview
BECOME AN INSTRUCTION MAGNET THIS SEPTEMBER
RAT 29 (Rawlings Agency Tips) Meaningful Mailings
A QUICK WORD ABOUT TIME MANAGEMENT
RAT 28 (Rawlings Agency Tips)
ACCOMPANIED VIEWING
RAT 27 (Rawlings Agency Tips) Why accompanied viewings improve your sales
SOMETHING TO HELP YOU GET THE INSTRUCTION
RAT 26 (Rawlings Agency Tips) Appealing to interest!
TWO TIPS RE PRICING
RAT 25 (Rawlings Agency Tips) How to combat media speculation
MULTIPLE AGENCY DANGERS AND OPPORTUNITIES
RAT 23 (Rawlings Agency Tips) Avoid or Embrace Multiple Agency?
YOUR SOLE AGENCY PERIOD
RAT (Rawlings Agency Tip) 23. The case for shorter sole agency
HOW TO PLUCK INSTRUCTIONS FROM THE STREET
RAT (Rawlings Agency Tip) 22. Get out there and ask!
OUTRAGEOUSLY GREAT SERVICE
The RAT (Rawlings Agency Tip) No. 21 Follow-up from my last article
MANAGING LOCAL RELATIONSHIPS IN ESTATE AGENCY
The RAT (Rawlings Agency Tip) No. 20. The cheapest way to secure instructions
MARKET – V – MARKET SHARE
The RAT (Rawlings Agency Tip) No. 19. Green Shoots come with a Warning!
UNDERSTANDING THE HIPS OPPORTUNITY
How to use HIPs to gain profitable instructions
HOW TO PUNCH ABOVE YOUR WEIGHT IN A RECESSION
Finding the upside to your downsides
HOW TO DEAL WITH OVERPRICED PROPERTIES
The RAT (Rawlings Agency Tip) No. 18
WHY BUYERS ARE NOT LIARS!
The RAT (Rawlings Agency Tip) No. 17
HOW DUTCH ESTATE AGENTS DOUBLE THEIR REVENUE
The RAT (Rawlings Agency Tip) No. 16
HOW TO HARNESS YOUR CHARISMA TO GAIN INSTRUCTIONS
RAT (Rawlings Agency Tip) No 15
HOW TO GENERATE REFERRAL BUSINESS
THE RAT (Rawlings Agency Tip)
FRANCHISING ARTICLE FOR SOLD OUT MAGAZINE MARCH 09
Going it Alone - or Not?
THE KEY TO WINNING THE INSTRUCTION
THE RAT (Rawlings Agency Tip)
GIVE MEANING TO YOUR BRAND
The RAT (Rawlings Agency Tip)
THE MATHS OF ESTATE AGENCY
The RAT (Rawlings Agency Tip)
HOW TO BE ATTRACTIVE
The RAT (Rawlings Agency Tip)
HOW TO HARNESS GRATITUDE
The RAT (Rawlings Agency Tip)
THE SECRET OF TURNING A NO INTO A YES
The RAT (Rawlings Agency Tip)
PREPARING CLIENTS FOR A DOWNVALUATION
The RAT (Rawlings' Agency Tip)
THE £10 PRICING TECHNIQUE
The RAT (Rawlings Agency Tip)
HOW TO PICK UP FAILED INSTRUCTIONS
The RAT (Rawlings Agency Tip)
COMMITTED SELLERS - ON A PLATE
A powerful new way to generate saleable, profitable stock
HOW TO DOUBLE YOUR ESTATE AGENCY SALES REVENUES
The case for Buyer Representation within your agency has never been so compelling
EXPO HIGHLIGHTS GAPS IN THE MARKET
Richard Rawlings investigates opportunities and threats at Agency Expo 2008
TWO THINGS YOU NEED TO KNOW RE THIS MARKET PART 2
Loyal Buyers. Increase your revenues by working differently with your applicants
TWO THINGS YOU NEED TO KNOW RE THIS MARKET PART 1
Rafting and Shafting. Increasing your revenues by having a clear strategy on stock in a buyers’ market.
PORTALS V NEWSPAPERS - ANOTHER PERSPECTIVE
How to modify your marketing efforts in the Internet Age
ATTACK OR DEFEND?
Should estate agents tighten their belts during these leaner times, or launch a full scale attack on their competitors?
BEYOND THE BASICS
Creative angles on estate agency training in a tougher market
IT’S NOT WHAT YOU DO THAT COUNTS
In agency marketing you have to identify who you are before you promote what you do
ESTATE AGENCY TRAINING - SKILLS OR ATTITUDES
Can you train the right attitude in estate agency?
SURVIVE OR THRIVE
Changing your approach to the current market
MARKETING EVOLUTION BEYOND ADVERTISING
Using effective marketing in estate agency
PORTALS - A FALSE SENSE OF OPPORTUNITY?
Why do agents rely so heavily on portals when their own website could be top of a Google search?
HIPS – THE OPPORTUNITY IS GREATER THAN THE DEBATE
Stop faffing about over the detail – there’s profit to be had today
THE FOXTONS OPPORTUNITY
The appalling TV revelations about some estate agents can only help our cause.
COMMERCIALLY SPEAKING
Do commercial agents still have the basics to learn from residential, or is it me?
SPECIALISE AND PROSPER
Finding the niches in your market can be profitable
AGENTS IN CONTROL
How to Harness Elements of Healthy Control in Estate Agency
CAN YOU MEASURE MARKETING IN ESTATE AGENCY?
Using business intuition to assess the value of marketing initiatives
SUPPORT MATERIAL COUNTS!
The critical importance of an influential first impression
RED RAG TO A BULL
The “gobby” Saira Khan saga continues
TRAINING BEYOND KNOWLEDGE
Is your training inspirational or boring?
STOCK – AN EXPENSIVE HABIT TO SUPPORT
Reduce your stock and boost your profits
SATISFIED OR DELIGHTED?
Rocketing your referrals by harnessing the potential of exceptional customer service
SCARE YOUR CLIENTS
Making sure your clients know the dangers of not selling through your agency
IT’S ALL ABOUT CALIBRE
Getting the instructions you want in spite of your staff!
ATTRACTING THE SPRING MARKET
How to get a head start before the spring boom
THE POWER OF PRE-INSTRUCTION
…Getting the instruction before you walk through the door
MAGNETIC ESTATE AGENCY
The key is in the detail if you are to become the agency of choice
USA TRAINING WHOLLY RELEVANT TO UK ESTATE AGENCY
25,000 delegates put British estate agents to shame. Observations on the National Association of Realtors Convention
THE DIFFERENCE BETWEEN GOOD AND GREAT
What is it that makes some agents prosper in this market, whilst others flounder?
HOW TO WRITE A SUCCESSFUL PRESS RELEASE
The dos and don'ts of securing meaningful publicity.
THE ADVERTISING TRAP
Using a deliberate strategy for advertising success.
DON’T LET INDIFFERENCE BE YOUR ACHILLES’ HEEL
Take a stand if you are to become the agent of choice.
DON’T GIVE CLIENTS WHAT THEY WANT !
Allow clients to walk all over you at your peril!
CRITICAL NON-ESSENTIALS
It really is the small things that make the difference.
HARNESSING THE VALUATION OPPORTUNITY
You only get one shot at a listing, so make it work first time.
OUR COMMISSION CUTTING WEAKNESS
An overview of the ridiculously low fee rates in the UK.
PROFESSIONAL? HA!
Sorting the panel-beaters from the embroiderers in estate agency.
ANTICIPATING TRANSFORMATIONAL CHANGE
Harnessing the revolutions in contemporary estate agency.
IF IT AIN’T BROKE…
Why standing still in agency will kill you.
PROSPECTING – THE ROWING BOAT PRINCIPLE
Profitable strategic marketing initiatives for the taking.
DECENT EXPOSURE
Understanding the power of publicity in agency; and it’s right under your nose!
EVOLVING BEYOND YOUR COMPETITORS
Distinction in agency goes far beyond the colour of your logo.
TRUST ME – I’M AN ESTATE AGENT
Overcoming the salesy stereotype.
TURNING TRAINING INTO PROFIT
Why training is an essential agency ingredient if innovation is to be sustained.
BUYERS - WHO NEEDS ‘EM?
Reaping the benefits of treating buyers differently.
IT’S NO LONGER GOOD ENOUGH TO BE GOOD!
Getting radical with the delivery of extraordinary customer service.
LETTER FROM AMERICA
What can estate agents learn from the American Way?
DON'T GET CAUGHT SHORT
Urgent preparation for a changing market.
DAY DREAMING OF A WHITE CHRISTMAS
Year-end pointers for progressive estate agents.
ACCELERATING YOUR REPUTATION
How you can take pro-active steps to harness the power of your reputation, rather than waiting for it to follow years of good service.
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