Having owned my own London agencies at the beginning of my career in property, I know how hard it is to distinguish yourself in the marketplace. The competition for each instruction in London is fierce and only the fittest survive!
These days of course agents up and down the country also have to compete with online operators who have minimal overheads and maximum marketing budgets.
It is my firm view, however, that agency is still all about relationships. It is about building that level of trust that a client has in you personally which is the key to building repeat business as well as recommendations.
So how do we build these relationships? How will we earn respect and trust in the marketplace? I will share a secret with you. This secret is knowledge.
A knowledgeable agent stands head and shoulders above his or her competitors. Knowledge about your market is vital. Familiarise yourself with the area you work in. Go above and beyond. Don’t just learn the basics about transport links, schools etc, immerse yourself in the community and become part of it. There are an infinite number of ways to do this, whether by sponsoring local fetes, attending community events, taking part in charity walks or simply making friends with shopkeepers and local business owners. You will be surprised about what you will learn. You will also understand how your agency can more fully support the demand and challenges of the local residents and their housing market.
Knowledge of the legalities of residential sales and lettings is also fundamental to your success. Residential lettings in particular can be a legal minefield with regulatory changes occurring at an eyewatering pace. The recent Covid-19 pandemic has challenged us all beyond measure, and whilst the property market managed to keep functioning throughout, the ever-changing legal and best practice guidance had to be observed constantly to keep ourselves on the right side of the law.
Both clients and applicants will come to the agent who is trustworthy and knowledgeable. My secret to success is to become the authoritative and local expert in your marketplace.
The ethos behind the business that I am so passionate about leading is built on this secret. It will enable you to be supported 24 hours a day in your legal and best practice knowledge of residential sales and lettings. There are no expensive training days away from the office involved, no Zoom updates or webinars, no qualifications required. Just look up what you need to know on Complylex from your mobile or laptop, safe in the knowledge that the content is constantly updated. For less than the price of one cup of coffee a month, Complylex could be your secret to success.
