With BYM, Roberts Estate Agents are saving time whilst generating more valuations...

roberts-blog-c

Describing their experience with BriefYourMarket.com as “efficient, informative and effective”, we wanted to have a conversation with Katie Darlow at Roberts Estate Agents, to find out how they generated 261 qualified leads from a single campaign.

Leading the way in estate agency in the South East of Wales – with nominations and awards from this year’s EA Masters and RAN industry events – Roberts have built a brand that promises an exceptional customer experience. And here’s how they do it…

 

What are the primary concerns facing agents today?

There are more agencies in the market than there used to be, whilst the level of transactions has decreased over the last few years, meaning that the competition is higher.

So, it’s about making sure that you reach everybody that you want to, and I think that keeping in contact with previous clients is more important than ever, and it’s about doing that effectively. You call people as much as you can, but sometimes with the volume that we’re selling, it's hard to get around everybody consistently.

For us, BriefYourMarket.com has been brilliant in that sense, as we know that we can consistently reach our database.

 

So, with BriefYourMarket.com, you can keep in contact with your database and demonstrate your expertise?

Yes, exactly. We’re aware that not everybody is at a stage where they’re actually going to be moving, but we want to become an agent that’s useful to them, so we become an information source as well as simply offering valuations. Whether it be reporting on how house prices have changed or whether it’s just useful articles or home tips.

For us, we’ve got a lot of online competition so it’s about trying to find the right mix of what high-street agents do while also re-developing ourselves in a way that suits today’s consumers, because what customers want today has changed from ten years ago.

 

You recently generated 261 valuations from a single campaign, with some interesting feedback from Valpal, can you tell us more about that?

Yes, they rang me after the first week, and said: “what have you done? You’ve had more leads come through in a week than most agents have in a month.”

Now, bearing in mind that these tools are relatively new to us, so I’m not always 100% sure what averages are considered the norm, but Valpal said that a normal company would be doing extremely well if they had 300 requests in a month. And in that week, we had 261 completed requests across ten branches.

The busiest branch had – I think – 60, and they had to spread it out across the office because on a normal Monday morning, they don’t get anywhere near that volume. So, to then suddenly have 60 leads to deal with in a day for one person was a challenge.

 

Is BriefYourMarket.com helping you to qualify your leads?

Yes definitely. BriefYourMarket.com gives us the ability to be more specific and saves us from wasting our time with people that aren’t interested.

We can spot the signs to tell whether somebody is more serious about moving, or if they just want to know how much their home is worth, and that helps us to filter and prioritise our leads.

But ultimately, I think what we’ve come across is that it’s not just about getting houses on the market right now, it’s also about being useful to our customer base.

A few times, we’ve said to clients: “you don’t have to be selling but would it be useful for us to pop out and give you an accurate figure?”, because even though they might not be moving right away, we want to become someone that hopefully they do trust, and we could go back to them in future. We want to be an information source, basically.

 

How are you using triggers to keep conversations going?

We have set up trigger emails at different touch points, such as: when a client registers, before a valuation, a few days after a valuation, a few days after a listing, and then for anniversary messages too.

If our agents had to send out an email or a letter every time that a property has an anniversary, it would be extremely time-consuming. We have ten branches and around 40,000 contacts, and so BriefYourMarket.com – where a lot of that process is automated – works brilliantly.

And if a customer hasn’t instructed us, they get an email four weeks after their valuation through BriefYourMarket.com as one of our triggers, and we send them a letter confirming the value.

 

What has your experience with Communications Managed been like and would you recommend the service?

I like the fact that with Communications Managed, we know that at least once a month, we’re having a newsletter, an email campaign and social media.

I’m quite aware that if we didn’t have Communications Managed, there might have been a few months where we wouldn’t get anything out, because other meetings turn up or other things happen.

The email campaigns we’ve highlighted have been brilliant for leads and it’s a mixture between BYM and our online valuation tool, it’s all about that immediate response.

I like the newsletter as well for the fact that we always put a headline article in there, so some of the other articles are generic, but the one at the top is always something personal about us.

 

Why is it important for agents to use digital marketing in the current climate?

There’s no better way to reach somebody directly than digital marketing, because only a minority don’t use it. Everybody is on their phone all the time, and certainly in work, you have email on your phone as well as social media.

You might only see a newspaper ad or a leaflet once before it goes in the bin, but with digital, the message keeps flashing up and it’s reaching your clients more than once.

 

What was your inspiration behind your recent Brexit campaign?

There’s more and more on the news at the moment about Brexit, and a lot of people are really uncertain as to what that means for them – how it affects the value of their property and our area.

I heard it mentioned at a recent conference, and I thought, we can make a good campaign out of that.

In South Wales, we’ve got some really positive things happening; the Severn bridge tolls going later this year and the electrification of the railway from Newport to Paddington is great for commuters. So, there’s lots of material for campaigns.

I think it’s easy to focus on the negatives, but as much as you’ve got to be conscious of the problems coming up – because they will have some effect – it’s also important to realise that there are a lot of opportunities too, and that’s what we want to communicate to our customers.

 

On average, somebody moves four times in a lifetime, and that means a customer to us is worth – not just one fee – but four fees, so we want to make sure that they come to us every time that they sell, not just once.

 

 

Maintaining your relevance in 2019
EA Masters 2018: official BYM interview
 

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Thursday, 13 December 2018

With BYM, Roberts Estate Agents are saving time whilst generating more valuations...

roberts-blog-c

Describing their experience with BriefYourMarket.com as “efficient, informative and effective”, we wanted to have a conversation with Katie Darlow at Roberts Estate Agents, to find out how they generated 261 qualified leads from a single campaign.

Leading the way in estate agency in the South East of Wales – with nominations and awards from this year’s EA Masters and RAN industry events – Roberts have built a brand that promises an exceptional customer experience. And here’s how they do it…

 

What are the primary concerns facing agents today?

There are more agencies in the market than there used to be, whilst the level of transactions has decreased over the last few years, meaning that the competition is higher.

So, it’s about making sure that you reach everybody that you want to, and I think that keeping in contact with previous clients is more important than ever, and it’s about doing that effectively. You call people as much as you can, but sometimes with the volume that we’re selling, it's hard to get around everybody consistently.

For us, BriefYourMarket.com has been brilliant in that sense, as we know that we can consistently reach our database.

 

So, with BriefYourMarket.com, you can keep in contact with your database and demonstrate your expertise?

Yes, exactly. We’re aware that not everybody is at a stage where they’re actually going to be moving, but we want to become an agent that’s useful to them, so we become an information source as well as simply offering valuations. Whether it be reporting on how house prices have changed or whether it’s just useful articles or home tips.

For us, we’ve got a lot of online competition so it’s about trying to find the right mix of what high-street agents do while also re-developing ourselves in a way that suits today’s consumers, because what customers want today has changed from ten years ago.

 

You recently generated 261 valuations from a single campaign, with some interesting feedback from Valpal, can you tell us more about that?

Yes, they rang me after the first week, and said: “what have you done? You’ve had more leads come through in a week than most agents have in a month.”

Now, bearing in mind that these tools are relatively new to us, so I’m not always 100% sure what averages are considered the norm, but Valpal said that a normal company would be doing extremely well if they had 300 requests in a month. And in that week, we had 261 completed requests across ten branches.

The busiest branch had – I think – 60, and they had to spread it out across the office because on a normal Monday morning, they don’t get anywhere near that volume. So, to then suddenly have 60 leads to deal with in a day for one person was a challenge.

 

Is BriefYourMarket.com helping you to qualify your leads?

Yes definitely. BriefYourMarket.com gives us the ability to be more specific and saves us from wasting our time with people that aren’t interested.

We can spot the signs to tell whether somebody is more serious about moving, or if they just want to know how much their home is worth, and that helps us to filter and prioritise our leads.

But ultimately, I think what we’ve come across is that it’s not just about getting houses on the market right now, it’s also about being useful to our customer base.

A few times, we’ve said to clients: “you don’t have to be selling but would it be useful for us to pop out and give you an accurate figure?”, because even though they might not be moving right away, we want to become someone that hopefully they do trust, and we could go back to them in future. We want to be an information source, basically.

 

How are you using triggers to keep conversations going?

We have set up trigger emails at different touch points, such as: when a client registers, before a valuation, a few days after a valuation, a few days after a listing, and then for anniversary messages too.

If our agents had to send out an email or a letter every time that a property has an anniversary, it would be extremely time-consuming. We have ten branches and around 40,000 contacts, and so BriefYourMarket.com – where a lot of that process is automated – works brilliantly.

And if a customer hasn’t instructed us, they get an email four weeks after their valuation through BriefYourMarket.com as one of our triggers, and we send them a letter confirming the value.

 

What has your experience with Communications Managed been like and would you recommend the service?

I like the fact that with Communications Managed, we know that at least once a month, we’re having a newsletter, an email campaign and social media.

I’m quite aware that if we didn’t have Communications Managed, there might have been a few months where we wouldn’t get anything out, because other meetings turn up or other things happen.

The email campaigns we’ve highlighted have been brilliant for leads and it’s a mixture between BYM and our online valuation tool, it’s all about that immediate response.

I like the newsletter as well for the fact that we always put a headline article in there, so some of the other articles are generic, but the one at the top is always something personal about us.

 

Why is it important for agents to use digital marketing in the current climate?

There’s no better way to reach somebody directly than digital marketing, because only a minority don’t use it. Everybody is on their phone all the time, and certainly in work, you have email on your phone as well as social media.

You might only see a newspaper ad or a leaflet once before it goes in the bin, but with digital, the message keeps flashing up and it’s reaching your clients more than once.

 

What was your inspiration behind your recent Brexit campaign?

There’s more and more on the news at the moment about Brexit, and a lot of people are really uncertain as to what that means for them – how it affects the value of their property and our area.

I heard it mentioned at a recent conference, and I thought, we can make a good campaign out of that.

In South Wales, we’ve got some really positive things happening; the Severn bridge tolls going later this year and the electrification of the railway from Newport to Paddington is great for commuters. So, there’s lots of material for campaigns.

I think it’s easy to focus on the negatives, but as much as you’ve got to be conscious of the problems coming up – because they will have some effect – it’s also important to realise that there are a lot of opportunities too, and that’s what we want to communicate to our customers.

 

On average, somebody moves four times in a lifetime, and that means a customer to us is worth – not just one fee – but four fees, so we want to make sure that they come to us every time that they sell, not just once.

 

 

Maintaining your relevance in 2019
EA Masters 2018: official BYM interview
 

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Thursday, 13 December 2018
 
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