In less than a week we have seen headlines in the trades about Countrywide and Savills, PurpleBricks and eMoov - the list is almost endless. City money is flooding into 'online'. But is the description 'online' all a red herring?
In our opinion - familiar to regular readers - yes. Let's re-examine our thinking.
First - what does the seller want from their estate agent?
- the best price in the shortest possible time
So: to achieve 'the best price in the shortest possible time' your potential client is looking for what? Because we read thousands of reviews of estate agencies every month we reckon we have a fair idea:
- someone they can trust
- the cheapest
This leaves agents with relatively simple job, but often a difficult one to get absolutely right:
- to gain their prospective clients' trust
So you have to look as good - and as trustworthy - as possible in both those locations. 'High Street' or 'Online' - it makes no difference.
Ask yourself these four questions - would I be more likely to do business with a company that...
- has great Google reviews
- displays reviews on its own website
- allows all its customers to post a review, whenever they want (not just 'by invitation')
- has those reviews independently verified
- Credibility - why it's so important
- Reviews enable you to justify your fee
- This one is about Mass-market reviews sites targeting estate agency - but see the email from one of our clients
- An important one for those starting out: Why we advise against inviting reviews direct to Google
- And finally - for those about to dip their toes into the reviews pool: Just do it!