Some 500 of Britain’s top agents met yesterday at The Negotiator Conference. Branding, marketing and social media were the subjects of three of the discussion forums and HelpHound was there to meet with our clients and so we could brief those of you who were unable to attend.
Giles Redmayne, Business Director at Purpose, was refreshingly honest in his analysis of estate agents’ online presence. Commenting on the ‘general tendency to overuse adjectives’ (‘passion, integrity, professionalism’) Redmayne remarked ‘You guys all use the same type of language on all of your websites - if you claim it you have to prove it.’
He acknowledged that ‘there’s a recession’ (‘I run a business too,’ he said) but argued that ‘establishing your brand and reputation, which need not be expensive, is the best way of surviving any downturn and emerging from it stronger. ’
Ian Laverty, an expert in marketing and business development, agreed with Redmayne’s comments on the ‘striking similarity of estate agents’ websites. He advised those attending to ‘start doing things that highlight how you are different and better’ (‘Don’t claim to be unique’ he added) and to ‘make sure whatever you do ‘is credible.’
Streetsmart’s Tracy Wood’s social media segment focused on ‘engaging with your clients, satisfied or not.’ Her message was a powerful one: ‘If you take your business seriously and want to be around in five years time you must engage with your clients.’
HelpHound was delighted to hear Wood speak about ‘the need for structured and planned communication with clients’ and she stressed how a 'complainer with an issue resolved can be transformed into a valuable client.' ‘You need a means of settling issues through the web, but offline; public spats are never good’ she concluded.
Clients will be reassured that HelpHound's Dialogue™ ticks all the boxes highlighted by the issues raised in these presentations
If you would like a more detailed briefing on any of this, please contact Freddie Manson at HelpHound or your business membership advisor.