The reason why the best Estate Agents won't always be #1

[3min read]

The reality of this world is any product or service that anyone sells, its quality, its value is totally subjective (ie based on or influenced by personal feelings, personal tastes, or personal opinions)

For example, We tell ourselves the MnS steak is better than the Lidl steak – yet have we gone to the factory or even the farm to see if the welfare, food, and everything done to get that piece of meat to our plate is worth the sirloin being ￡8 at MnS instead of ￡3.50 at Lidl?

Anything anyone sells, be that steak, car, even Estate and letting agency services; the quality, the worth (and thus price we will pay) is totally subjective (ie based on or influenced by personal feelings, personal tastes, or personal opinions) – nobody can deny that

I know sometimes you think your agency services are great but if you don’t prove that at the free val your potential client will go with cheap as chips online boys. Most high street agents believe the Purplebricks (and other online agents) offering is poor and yet 5% of house sellers UK use them.

Remember, it’s the client that gets decide value and worth of your agency services – not you the agent (ie its subjective). You know you offer the best service and care the most - - yet all those things are subjective (just like you might think ￡8 steak is worth from MnS, whilst others wont and go to Lidl) - its all subjective

So how do you win if the choice of agent is subjective?

Well the opposite of subjective is objective (objective is a person’s judgment not being influenced by personal feelings or opinions in considering and thus representing facts)

The reason PB have done so well is their ability to communicate their offering to the market. Their adverts might be cheesey, yet if you throw enough crap at the wall, some of it will stick. It’s true its cost them in excess ￡100m to do that and some people would say that isn’t good value for money, nevertheless by communicating their offering, they have 5% of the market

You are going to say, I haven’t got bottomless pits of money to advertise like PB – and I say, you don’t need to

You can now communicate your message for free, using social media. 100% of your estate agency potential clients live in the town their own their homes in (the same town as you), and without spending one penny, you can get your message to thousands of people… as long as you communicate well.

Your ability to be a phenomenal communicator , ie where & how many see it, is extremely objective on your mission to get more business as an agent … yet here is the trap – the content your put out in those communications is totally subjective

I believe today that if you're in the Estate Agency / Letting Agency game, that the ability to be a great communicator on social media with amazing, educational, intriguing selfless content for the consumer (not you) , at scale for your agency has become more important than any other variable to be successful, more important than knowing the difference between landlord and tenant law, booking keeping, HR, being on a particular portal, high st or online, self-employed or employed.

If you are not the best agent in your town on either YouTube, Facebook, podcasting, LinkedIn or Instag – you are going to lose in the next 10 years

You need to figure out what kind of communicator you are. Some don’t like video, great do a podcast on your town’s property market, some of you are great writers – then write – but communicate that knowledge. You might be 60 years old and about to retire – good for you, ignore what I say. Yet anyone who plans to be business in agency over the after 2030 needs to take note because if do not believe it is your job within the agency to communicate eventually, especially at the age level that everybody reading this is, eventually this skill set will become even more important to you, whether it's now or later in your career and definitely over the next twenty / thirty years as communication rises in importance, not declines