Come on Mr(s) Letting
agent, what makes you so different from the other agents in your town?I s your
logo the best agency logo, designed by some lar-dee-dar ad agency in ‘That
There London’ ? Are your free market appraisals the freee’ist in town? Are you
the most ARLA’ist agent in your town? Come on fellow agents, you are all the
flipping same. You might as well call yourself www.findtenantsandcollectrent.com
. The worst thing your lettings agency can do is be
just like everyone else and the worst reason your landlord can have for buying
your service is that it’s the cheapest. Live by cheapest fee, die by cheapest fee.
It’s easy to think landlords only want the cheapest
fee, but that’s only true if nobody gives them a reason to pay extra and get
more. If your lettings service could be described as www.findtenantsandcollectrent.com,
then you need to take drastic measures to change that. You need to add value.
How do you add value? Well it isn’t banging on
about what you have let this week. It isn’t producing reports talking about the
number of hit’s you have had on your website or that people walking through
your door are ‘looking for 3 bed semi’s’. Utter drivel.
If you want to know what is value and how it’s
measured. You have to realise that this question’s context is very different
from its words. Value is the thing that your landlords get from your lettings
agency, so it is really easy to find but it is hard to measure (what is it with
you agents wanting to measure things). If you want to know the true value it’s not a numbers measure, it is a yes/no question
and, as such, needs to be asked each time and is dependent on the landlord in
front of you.
You see the corporates and large independents will
never play this landlord farming game. Why? Because it cannot be measured with a
KPI (key performance indicator).
Landlord farming is about giving .. (note the word GIVING) to the local
landlords, interesting and personal information about the local property market
and drip feeding that in anticipation that some landlords will make contact
with you in the future.
Landlords are just like you and me .. they don’t
care about you and your sales messages, they don’t care how wonderful you are,
how many houses you have let or sold this week (why? .. well what would you say
to the car dealer who boasted he sold 20 cars this month .. yes exactly!), they
don’t care if you are big brand or new starter and they certainly don’t care
you are the No.1 agent in town...... All they care about is themselves and
quite rightly so. Add value to their lives by telling what’s happening to THEIR
property market with the techniques of the landlord farming process and then
HELP them find the next OPPORTUNITY by showing them the best buy to let deals.
How do you then get visitors to your blog, to then break radio silence and make
contact with you? Well that’s what I do .. I coach agents in this ‘Local
Property Market Content based marketing system aka Landlord Farming’. There is no point in doing this if landlords
don’t make contact with you, and that is what I coach letting agents to do up
and down the Country.
If you want more landlords for your lettings
agency, quite simply, we need to talk.