... attention and trust.
And attention is in short supply because it doesn't scale. We,
as humans beings, can't do more than one thing at a time, when i say human
beings, I mean men, because ladies (super human beings) can do more things at
once ... and here is the worst bit, day in, day out, and the number of letting agents
that are competing for our attention grows daily.
Trust is scarce because it's not a simple thing but more of a gut feeling and
it's incredibly fragile, disappearing often in the face of greed, cutting
corners or ignorance. It must be earnt. The game most agents play happens
because often, it seems as though landlords need to trade trust in exchange for
attention. Letting agents rely on gimmicks, or overpromise and bull in order to
get landlords to, "look at me!" And of course, the game happens
because once attention is attained, asking for trust merely slows matters down.
The best idea to attract new business (new landlords in otherwords) in
lettings is to ask for nothing more than a click from your mouse or share ....
and from that, more attention is gained. With more attention, comes trust, but
subtle attention, in the eyes of the beholder.
As with all walks in
life, the most trustworthy people (and so companies) are rarely on the top of
the ‘look at me’ attention list. Those people that pay the price to grab some
momentary attention almost always do it at the cost of trust.
