What's your response when a prospect asks: 'What makes your agency so different?' If you aren't communicating what they want to hear, chances are they'll look for a agency that is. Find out how to set your agency apart from the rest.
The estate agency podcaster, Chris Arnold, recently penned a piece seeking an answer to that old age question:
‘What makes your agency different from all the rest?’
Arnold claims that “…the perception of many vendors is that most estate agents are the same. A commodity.” He looks at the classic list of descriptive selling points that – he feels – have become so commonplace that it has now become nigh on impossible to distinguish one agency from another, adding that “…in almost every case, it is hard to be inspired by the lack of imagination shown in the attempt to convince vendors they are truly different.”
Arnold asserts that vendors don’t want to be told that 'you’re working hard, that you’re dedicated’. They don’t want to know ‘how many awards you’ve won’, they “…will choose your agency because of you…Vendors want to know the people behind the service and what things matter to the agency.”
He mentions the ‘power of the story’ and how powerful this can become. Over time you develop your own personal narrative with your clients and prospects and this helps to instill confidence and trust in your service. It’s actually quite a simple idea when you really think about it. Think about any branded commodity that you buy on a weekly basis and ask yourself why you choose that product in particular. Chances are you’ll be thinking along the lines of: 'it’s trustworthy, dependable, beneficial, reliable', etc.
The way that you market your agency should stir the same response when people think of you. Never underestimate just how vital it is to convey your business culture to your customers and prospects. Your culture should consciously support your whole business strategy. Demonstrating what makes you unique should be a regular feature of your communications. If you’re not doing it then you’re missing out on prospective business. Fact.
What makes your agency different? The answer? Your expertise. People who are interested in buying, selling or letting a property within a certain area want to know what you know, it’s that simple.
An article in The Negotiator cites recommendations by various industry experts, all of which seem to confirm that the three most vital elements for an agency looking to grow their business are:
- Engaging with your area.
- Taking advantage of social media.
- Sending out relevant and engaging content marketing.
BriefYourMarket.com can help you achieve all these...
If BriefYourMarket.com ever decided to publish its own dictionary, the then entry for The “Mighty” Newsletter might read something like this:
The ‘Mighty’ Newsletter: (noun) The wonderfully cost-effective, relationship building, awareness increasing, confidence instilling, issue tackling, product and service launching, brand exposing, website driving, audience engaging, advert containing, promotional powerhouse.
If you’re not sending out a newsletter, then you’re missing out on potential business. The BriefYourMarket.com system enables you to send out unlimited digital newsletters to your subscribers. Choose whatever time-strategy you want: daily, weekly, monthly, etc., and drive your campaigns with relevant, engaging and creative content.
Struggling for time?
Then let our Communications Managed team take care of your content marketing. Our expert property marketing team will liaise with your agency to create engaging and informative content for your email campaigns, social media accounts, and newsletters.
Get proactive. Help your agency to get ahead in 2017.
To discuss how our features can help your agency increase your revenue, call one of our expert team today on 0344 800 84 24, or click on the button below to request a callback.