As Rightmove celebrates its 20th anniversary, I realise that I’ve now passed the 40-year milestone in my property industry career. I work with many outstanding firms through the Best Estate Agent Guide, giving me an outside-in view of what good estate agency looks like today.
A lot has changed in the last two decades, not least thanks to Rightmove consolidating the whole market into one incredible resource, but there are many more things that have remained the same. Here’s some advice that’s just as important now as 20 years ago, and will be for many years to come…
1 – Think about the next move for every current client and buyer; each time a new property comes to the market ask yourself “who do I know that would love this place?”
The best estate agents know they can make markets by connecting people and property. Whilst the private rental sector has exploded in the last 20 years, home ownership is still the most desired tenure for many people.
2 – Identify the true motivation of every home mover and work with their emotional drivers.
Our research shows that two-thirds of moves are due to life events (marriage, birth, divorce, death, job relocation, retirement etc). The remainder are those who want a better / bigger home or are buying for investment.
3 – Always be professional and courteous, listen well with the intent to understand, be knowledgeable and informative and always quick to respond.
The “people buy people” cliché is true. Our research confirms the main reasons why sellers and landlords select one agent over another is likeability and trust.
Peter Knight has a 40-year career in estate agency starting as a negotiator through to MD of Jackson Property Services. He’s the founder of Property Academy whose purpose is to inspire property professionals to fulfill their potential through coaching, mentoring and events. Peter is an International award winning speaker and author of bestselling book ‘HEMP’, the ‘Highly Effective Marketing Plan’.
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