Retain your clients throughout 2020 – even if they aren’t thinking of moving.
In the 80s, Brits moved house every eight years. A far cry from today, where the latest Zoopla analysis shows that the average UK homeowner will stay in their property for just under 21 years.
This means that across a lifetime, your customers will move four times – likely to coincide with a change in their lifestyle, a new job or to accommodate a growing household.
Considering the political and economic uncertainty seen in recent years, it’s hardly surprising to see what the impact has been on the housing market and on mobility rates, in general.
In fact, it’s estimated that there are over 320,000 ‘missing movers’ in the UK, i.e. those on the property ladder that feel stuck in the homes they already own due to the cost and concerns associated with moving.
Meanwhile, similar trends are affecting the number of Brits who own and let properties.
Since 2010, the proportion of landlords with one property has declined from 78% to 45%, as regulatory changes led to a significant drop in confidence levels for those just starting their property portfolios.
On average, landlords have let their property (or properties) for 11.5 years, with 46% preferring property to other investments and 44% wanting to contribute to their retirement – proving the longevity of the industry.*
So, what’s your 2020 strategy for staying relevant?
These trends solidify the importance of a stay-in-touch policy with your database of past sellers and landlords, even when they are not looking to move.
The most effective way to ensure ‘brand stickiness’ – where your customers are guaranteed to come back to you every time they need your services – is to send relevant and engaging topical emails that they can benefit from.
*Source: English Private Landlord Survey 2018
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Showcase your hyper-local knowledge of the area by discussing local events, such as Park Run, and promote the work that you do for charities. These are engagement pieces that fit into the 80:20 content rule – 80% of your messages should be focused on engagement and 20% sales-related. In addition, you should send email campaigns that promote your open house events to encourage more interest. People can’t resist being nosy when it comes to others’ homes, so are likely to come along to the open house, even if they have no initial intention of buying. What might seem like a cold lead could turn into a really warm propsect once you’re able to build on that relationship in-person. |
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Keep in touch with your clients with the latest news and property insights, both locally and nationally, to show how current your agency is. With the election resulting in another Conservative win, Prime Minister Boris Johnson has renewed his vow to take Britain out of the EU. Brexit is still causing fear within the UK property market, so it is important to reassure your clients that they needn’t be scared to make a move in 2020. |
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Each year, we will collectively spend over £83 billion on home improvements and renovations, with many using these revamps as a ‘quick fix’ before moving. By providing your clients with useful hints and tips, such as ‘redecorating your home could add £11,719 in value to a property worth £234,370’, you’re showing the full extent of your value as the local go-to agent. As well as making a strong engagement piece for those not yet ready to sell, tips like these are great to send to your clients who might be hoping to move and get the best possible price.
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Almost nine in ten (88%) of consumers trust online reviews as much as they do recommendations from friends or family. People resonate with people, so showcasing your excellent feedback and success stories can help to build trust amongst your database. This also gives you the opportunity to showcase your skills when it comes to managing properties and allows you to promote how quickly you can sell or let a home without being too sales-focused. |
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Promote your hottest properties through stunning email campaigns and videos. As previously mentioned, people can’t help but want to be nosy into other peoples’ homes, so even if the recipient is not thinking of moving at this very moment, they are likely to click-through and look at the property anyway. You can then use your post-campaign reports to track interest and identify a pot of leads for your team to prioritise. |
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Showcase your hyper-local knowledge of the area by discussing local events, such as Park Run, and promote the work that you do for charities.
These are engagement pieces that fit into the 80:20 content rule – 80% of your messages should be focused on engagement and 20% sales-related.
In addition, you should send email campaigns that promote your open house events to encourage more interest. People can’t resist being nosy when it comes to others’ homes, so are likely to come along to the open house, even if they have no initial intention of buying.
What might seem like a cold lead could turn into a really warm propsect once you’re able to build on that relationship in-person.
Keep in touch with your clients with the latest news and property insights, both locally and nationally, to show how current your agency is.
With the election resulting in another Conservative win, Prime Minister Boris Johnson has renewed his vow to take Britain out of the EU.
Brexit is still causing fear within the UK property market, so it is important to reassure your clients that they needn’t be scared to make a move in 2020.
Each year, we will collectively spend over £83 billion on home improvements and renovations, with many using these revamps as a ‘quick fix’ before moving.
By providing your clients with useful hints and tips, such as ‘redecorating your home could add £11,719 in value to a property worth £234,370’, you’re showing the full extent of your value as the local go-to agent.
As well as making a strong engagement piece for those not yet ready to sell, tips like these are great to send to your clients who might be hoping to move and get the best possible price.
Almost nine in ten (88%) of consumers trust online reviews as much as they do recommendations from friends or family.
People resonate with people, so showcasing your excellent feedback and success stories can help to build trust amongst your database.
This also gives you the opportunity to showcase your skills when it comes to managing properties and allows you to promote how quickly you can sell or let a home without being too sales-focused.
Promote your hottest properties through stunning email campaigns and videos.
As previously mentioned, people can’t help but want to be nosy into other peoples’ homes, so even if the recipient is not thinking of moving at this very moment, they are likely to click-through and look at the property anyway.
You can then use your post-campaign reports to track interest and identify a pot of leads for your team to prioritise.