Stop worrying about what you can't change...

2019-property

There are many uncertainties awaiting agents over the next few years – with Brexit and the tenant fee ban the first to come to mind – but whilst others are busy burying their head in the sand, there’s a lucrative opportunity for forward-thinking agents to position themselves as market leaders in 2019.

In our personal lives as well as at the office, we are faced with the prospect of change. Whether it’s a new home, a new job, a new something, we’re constantly evolving and so are our businesses.

As a “nation of worriers”, Brits spend approximately four years and 11 months stressing about the future, losing a total of 25,000 hours of sleep.

From the conversations I’ve had with agents over the last few months, Brexit seems to be a topic that’s increasingly weighing on our minds, backed up by findings from Deloitte that fewer than 13% of Chief Financial Officers now feel that an optimistic outcome will be achieved – a drop from 24% in July.

However, rather than waste another moment second-guessing what may or may not happen, you should take a leaf out of Peter Knight’s book – or rather blog – and look to what opportunities lay in store for your agency, not on the potential pitfalls.

 

What opportunities do you see in 2019?

From the looks of it, Brexit will definitely be going ahead, whether we want it to or not.

As can be said for the tenant fee ban, and whatever the next regulation the government’s lined up for us will be, so rather than waste your energy dwelling on “what ifs”, instead focus on the changes that you can control.

When you think of 2019, do you see yourself facing the same problems?

Countless times, I’ve spoken to business owners who are receiving high numbers of leads but simply lack the time to properly nurture and follow-up with them, meaning that a significant proportion will take their custom elsewhere.

Collectively, missed opportunities are costing UK SMEs an average £78,942 per year – no doubt to the advantage of industry disruptors and big-name corporations.

Time is arguably the greatest obstacle to your business’ growth. Your customers expect a service that’s personalised and professional, but above all, they want your time.

Eight out of ten (86%) claim that the post-purchase experience that they receive determines their decision to do business with an organisation again, whilst 70% are happy to walk if they believe their needs aren’t being met.

Ten or twenty years ago, this would be practically unheard of, but year-on-year, what’s expected of agents is increasing, leaving you more involved in your clients’ lives than ever.

 

How will you become invaluable to your customers next year?

From offering a “seamless online experience”, today’s market leaders are retaining 89% of their customer database – compared to those with a weak omnichannel strategy who are only managing to retain 33%.

So, how are they doing this? Primarily, by getting their brand out there across an array of online channels, and sharing niche or original content that resonates with their audience.

Businesses can no longer define themselves as customer-centric, just because they say that they care about their clients. In today’s data-driven world, they have to actually back this up with proof, i.e. with a customer journey that offers real value from pre-valuation right through to post-completion.

Given that we face an overload of choice, it comes as no surprise that it takes seven “touches” from a brand before a customer will consider purchasing a product or service.

An initially daunting prospect, but once you’ve mapped out what that might look like, it’s easy to spot an opportunity to connect with your customers in almost any circumstance.

Valuation-winning campaigns can take any form, including simple emails like “get an online estimate”, to messages that are based on key dates or hot topics, such as: “join us for National Cake day” or “will you be in your new home by Christmas?”.

As Peter Knight puts it, the real value behind estate agency is the ability to “move people not just to their next property but to the next stage of their life”.

We place a lot of value on the property that we own and live in, and so when dealing with a product that carries that much financial and emotional investment, it’s paramount that your agency’s approach is intrinsically customer-centric.

Six in ten (61%) find moving house to be the most stressful milestone, ahead of divorce or starting a new job, and yet they’ll do so five times in their lifetime.

To future proof your agency, you need to position yourself as the go-to local expert, whose service is invaluable and whose messages strike a chord with consumers time and time again.

 

Find out more

To discuss how our multi-channel marketing platform can help to revolutionise your proposition in 2019, contact us on 0344 800 84 24, or download our guide.

 

What does it take to work in Digital Design?
Investigations underway, as loyal insurance custom...
 

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Thursday, 13 December 2018

Stop worrying about what you can't change...

2019-property

There are many uncertainties awaiting agents over the next few years – with Brexit and the tenant fee ban the first to come to mind – but whilst others are busy burying their head in the sand, there’s a lucrative opportunity for forward-thinking agents to position themselves as market leaders in 2019.

In our personal lives as well as at the office, we are faced with the prospect of change. Whether it’s a new home, a new job, a new something, we’re constantly evolving and so are our businesses.

As a “nation of worriers”, Brits spend approximately four years and 11 months stressing about the future, losing a total of 25,000 hours of sleep.

From the conversations I’ve had with agents over the last few months, Brexit seems to be a topic that’s increasingly weighing on our minds, backed up by findings from Deloitte that fewer than 13% of Chief Financial Officers now feel that an optimistic outcome will be achieved – a drop from 24% in July.

However, rather than waste another moment second-guessing what may or may not happen, you should take a leaf out of Peter Knight’s book – or rather blog – and look to what opportunities lay in store for your agency, not on the potential pitfalls.

 

What opportunities do you see in 2019?

From the looks of it, Brexit will definitely be going ahead, whether we want it to or not.

As can be said for the tenant fee ban, and whatever the next regulation the government’s lined up for us will be, so rather than waste your energy dwelling on “what ifs”, instead focus on the changes that you can control.

When you think of 2019, do you see yourself facing the same problems?

Countless times, I’ve spoken to business owners who are receiving high numbers of leads but simply lack the time to properly nurture and follow-up with them, meaning that a significant proportion will take their custom elsewhere.

Collectively, missed opportunities are costing UK SMEs an average £78,942 per year – no doubt to the advantage of industry disruptors and big-name corporations.

Time is arguably the greatest obstacle to your business’ growth. Your customers expect a service that’s personalised and professional, but above all, they want your time.

Eight out of ten (86%) claim that the post-purchase experience that they receive determines their decision to do business with an organisation again, whilst 70% are happy to walk if they believe their needs aren’t being met.

Ten or twenty years ago, this would be practically unheard of, but year-on-year, what’s expected of agents is increasing, leaving you more involved in your clients’ lives than ever.

 

How will you become invaluable to your customers next year?

From offering a “seamless online experience”, today’s market leaders are retaining 89% of their customer database – compared to those with a weak omnichannel strategy who are only managing to retain 33%.

So, how are they doing this? Primarily, by getting their brand out there across an array of online channels, and sharing niche or original content that resonates with their audience.

Businesses can no longer define themselves as customer-centric, just because they say that they care about their clients. In today’s data-driven world, they have to actually back this up with proof, i.e. with a customer journey that offers real value from pre-valuation right through to post-completion.

Given that we face an overload of choice, it comes as no surprise that it takes seven “touches” from a brand before a customer will consider purchasing a product or service.

An initially daunting prospect, but once you’ve mapped out what that might look like, it’s easy to spot an opportunity to connect with your customers in almost any circumstance.

Valuation-winning campaigns can take any form, including simple emails like “get an online estimate”, to messages that are based on key dates or hot topics, such as: “join us for National Cake day” or “will you be in your new home by Christmas?”.

As Peter Knight puts it, the real value behind estate agency is the ability to “move people not just to their next property but to the next stage of their life”.

We place a lot of value on the property that we own and live in, and so when dealing with a product that carries that much financial and emotional investment, it’s paramount that your agency’s approach is intrinsically customer-centric.

Six in ten (61%) find moving house to be the most stressful milestone, ahead of divorce or starting a new job, and yet they’ll do so five times in their lifetime.

To future proof your agency, you need to position yourself as the go-to local expert, whose service is invaluable and whose messages strike a chord with consumers time and time again.

 

Find out more

To discuss how our multi-channel marketing platform can help to revolutionise your proposition in 2019, contact us on 0344 800 84 24, or download our guide.

 

What does it take to work in Digital Design?
Investigations underway, as loyal insurance custom...
 

Comments

No comments made yet. Be the first to submit a comment
Already Registered? Login Here
Guest
Thursday, 13 December 2018
 
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