There are some things that you might want to unlearn.
Things, that you currently believe to be true.
A belief , though, is just that.
Not a strong conviction, or an immutable core value.
Just an opinion, strengthened over time from various sources.
Known as a commonplace. A rule of thumb.
Your belief, perhaps, that Rightmove is an essential requirement for any estate agency.
Enforced by the oft quoted expression: " The more people that view your client's home on Rightmove, the greater the chance of finding a buyer."
What's not to like?
Millions of potential vendors. From anywhere & everywhere.
Until one starts to look at why it might be not such a good idea, after all.
Let's start with competition.
The property, having been uploaded to Rightmove, now sits unassumingly in its price bracket.
Along with every other property at, or near to, that price.
A veritable bazaar of similar properties. Distinguished by a photo.
And a few bland words to fill in the gaps.
Exposure to such a wide audience sits well with those agencies that wish to commoditise the profession.
To do the absolute bare minimum.
"Vendors insist on our using Rightmove to market their home.", they shrill.
Conveniently ignoring the fact that they're supposed to be the marketing expert.
Not the vendor.
How about the metrics?
Click through rate? Now rebranded, of course. Detail views provides the actual number of 'potential' vendors, rather than a miserly % rate.
5% was considered the 'norm'. Make that 20 'leads' now.
It's said that there is a direct correlation between the C.T.R (Detail Views) of a property & the viewings generated.
The higher the number of views, the greater the potential of an eventual sale.
That conclusion is not supported by the evidence.
It ignores the 'window-shopper' & downright nosy neighbour.
It's just another commonplace.
One that the property portals hope you willingly accept.
It might work in a Fast-Moving-Consumer-Goods sector, such as mobile phones, but not in estate agency.
What your agency needs is not the most views, but the right views.
What your agency needs is potential buyers that specifically seek out your agency because they know that is where they will find their next home.
As yet, there are very, very few agencies with that elemental appeal.
Preferring instead to sell what they have, rather than what buyers want.
That's a step-change for most estate agencies.
Everything to everybody & anybody with a warm pulse suddenly requires a niche mentality.
Being known in your specific community for a very specific type of house, or apartment. Buyers that know what to expect when they get in touch.
A unique home. A riverside warehouse apartment. A contemporary Huf-Haus. A Victorian terrace. A neo-Georgian estate house. And the traditional cottage.
In very specific streets.
Where buyers will be asked to pay a premium price. And vendors will be happy they do.
Isn't that what estate agency should be in this country, instead of a dystopian vision of hyenas & their prey.
Then there's the belief that others know more. Much more than you.
Supported by 'evidence' that these millionaire-mindset agents have succeeded.
And that, if only one copies their strategy, they too can join that exclusive club.
Again, the conclusion isn't supported by the evidence.
Copying a strategy implies that you're willing to do whatever it takes to succeed.
That your success is far more important than anyone else's well-being.
Here's my point. They don't know enough about you.
Enough about you to determine whether you're a good fit for their strategy.
But, just like the estate agencies that will take every instruction regardless, 'others' that you might think know more than you, aren't willing to share their beliefs without some cash-upfront.
It didn't work? Well, it worked for these agents. And these agents. You must be doing it wrong.
Those that might know more than you are everywhere. The Seth Godin's of this world. And their advice is mostly free.
For those that truly want to learn new things.
And finally, you might want to unlearn social media.
Those that go whole-heartedly into social media have a vision.
A vision where every 'like' is a signal that someone, somewhere, will eventually do business with them.
Where the desire to 'go viral' outweighs the necessity to have something interesting to say.
Where the next 5 second soundbite is more important than building a strong foundation.
Good for them. Having the courage of their convictions.
Let me know how it works out. When social media platforms start charging for every post.
Rightmove, Facebook, YouTube & even, LinkedIn. Building your content on 'rented space'.
Means you can't complain when the 'rent' goes up.
In this rush to 'learn' new things. To grasp the next 'shiny object'. It might be better to unlearn a few things.
To rely on the character you have developed. To demonstrate the integrity that you most value.
To be transparent. To have the courage to be different.
To share the things that help others.
To be an estate agent who doesn't compete.
Because they know enough, not to compete.
Thanks, as always, for reading.
If I can help, I will. Just drop me a line or call.
mob: 07875 141436
chris.
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