Christopher Watkin has recently penned a piece, published on the Estate Agent UK Networking website, entitled: Why are estate agents wasting time marketing to get new instructions? So we thought that it might be a good idea to examine Watkin’s take on modern day marketing principles.
Within the feature, Watkin uses the analogy of a farmers’ market in order to illustrate his point about the different ways that agencies can approach their marketing strategies. On the one hand, he describes the market stall greengrocer approach who tends to offer ‘discount[s] and shout[s]’, and “…use[s] this tactic…according to the time of day or how much fruit is left, so that it appeals to whatever the bargain hunter seems to be looking for.” Here, Watkin is of the opinion that this tactic makes their approach appear ‘inconsistent, unpredictable and erratic’.
He then goes on to discuss an alternative approach, highlighting the approach of the farmer that arrives at the market with a range of quality goods, doesn’t shout or ‘badger people as they walk past his stall’. Therefore, for Watkin, his approach is “…patient, predictable [and] consistent.”
It doesn’t take much to decipher the message behind the example. It’s a classic tale of “actions speaking louder than words” and “less style over substance”.
Let’s look what Watkin goes on to declare:
“The question is, do you really think the way most agents market themselves, with cheap fee deals (discounting), landlords wanted leaflets (badgering), door knocking (hard sell touting) is deliberate, differentiated and aligned with your values.”
Watkin declares that the way agents need to market their business has changed. In his opinion, dropping ‘10,000 leaflets telling people how amazing your service is’ or ‘bragging about how big your agency is' no longer applicable.
And this is where BriefYourMarket.com aligns itself with Watkin’s opinions. For Watkin, in order to be a successful agency today, you have to abide by some steadfast principles:
- You need to be the best agent in your area.
- You need to be different.
- You need to noteworthy.
- You need to be intriguing.
- You need to educate.
- You need to be remarkable.
- You need to be extraordinary.
This is why BriefYourMarket.com’s software is regarded as one the leading products for contemporary property professionals, because we develop our system with these principles in mind. If, like Watkin, you’re in agreement that the world of property has changed, and it’s no longer enough to just shout about your achievements and hope for the best, then you’re in luck, because you already have all the necessary tools at your disposal to differentiate your agency from your competitors.
We know that time is of the essence for property professionals, and you may often feel that you’re not getting the most out of your system. However, we would urge you not to underestimate the value of using the product. Our focus for 2017 is you: our customers. We want you to achieve the results that we know you’re capable of. So, please don’t hesitate to contact your account manager if you need a refresher on any of the features. This year holds some exciting developments for BriefYourMarket.com, and we want you and your agency to reap the rewards.
With this in mind, we’ve included some new video material for you to watch that will reinforce why you’re using BriefYourMarket.com, and refresh you on the kinds of things that you can achieve by using the system to its full capabilities.
Here’s to a productive 2017 from all the team at BriefYourMarket.com.