🎙️ EAM Live with Simon Gates – The Power of Accountability, AI in Conveyancing & Reimagining Estate Agency Fees
In this energetic live recording of EAM Live, Simon Gates joins the stage for an honest, insightful, and at times hilarious discussion on what really drives performance and sustainability for self-employed estate agents. From the importance of having accountability, to the transformation AI is bringing to conveyancing, and the urgent need to rethink the "no sale, no fee" model — this one is packed.
🔑 What You’ll Learn in This Episode:
Why self-employed agents often let themselves down — and how to combat that
The critical role of mentorship vs management in building agent resilience
How a single door knock changed Simon’s career — and why “one more door” matters
Real talk on AI: why conveyancing may evolve faster than agency
How to implement accountability mechanisms that actually work
The case for upfront marketing fees — and the psychology behind “commitment fees”
Marginal fee gains: why increasing your fee from 1% to 1.1% is a win
How agents can stop “discounting dishonestly” and start charging with confidence
Why consistency beats perfection in content creation
💬 Memorable Moments:
“You never let today’s business get in the way of tomorrow.”
“Self-employed agents fail not because of money — it’s mindset.”
“If it weren’t for Olivia singing ‘One more door’ down the phone, I wouldn’t be sat in this chair.”
“People don’t want to speak to someone — they want to self-serve until something goes wrong.”
🤖 AI Talk:
How AI is poised to transform conveyancing within 6 months — faster than estate agency
Why standardisation + automation could radically speed up the sales process
The role of voice notes, Zaps, and automation in the future agent toolkit
💸 Rewriting the Fee Model:
How firms like Preston Baker are using tradeables to justify higher fees
Upfront payment success stories: 80% of clients paying at least something before listing
The “commitment fee” approach — and how language shifts perception
🍻 Bonus Bits:
Why Amazon sets the standard for consumer expectations
Where to head for post-event pints (hint: it’s named perfectly for Simon and co.)
Unfiltered banter, shoutouts, and a few roastings
🧠 Whether you’re an independent agent, team leader, or just agency-curious, this episode is loaded with tangible insights to take back into your business.
👉 Got value from this episode? Don’t forget to subscribe, share, and leave a review!
This week, we're joined by lead gen expert John Paul (JP) to tackle one of the most important (and most misunderstood) parts of any agency’s success: *lead generation*. Whether you’re in Birmingham, Belfast, or Bogna Regis, if you don’t have a consistent lead gen strategy—this episode is your wake-up call. Expect big insights on omnichannel marketing, sales psychology, and actionable ways to stop being a “busy fool” and start building real pipelines.🧠 What You'll Learn📊 The Truth About Lead GenerationLead gen is no just marketing—it’s about data, consistency, and proper sales follow-up. Marketing gets the phone ringing; sales is what happens once you pick it up.🧩 Strategy First, Tactics Later Digital ads, content, direct mail, door knocking—they all work. But without an overarching marketing strategy that links back to your goals, you’re just “throwing stuff out and hoping.🧠 Sales Psychology Is Your Secret WeaponWant more ROI from your marketing? Think like a *sales psychologist*, not an estate agent. Understand behavior. Use language that connects. Drop the industry jargon.💡 One Surprising High-ROI Tactic Handwritten letters—but with a psychological twist. Offer tips, name the current agent positively, and become the trusted backup—not the competitor.📞 Inbound vs. Outbound CallsInbound leads are motivated. Outbound needs a hook. Prioritize outbound calling daily and make it non-negotiable. "Your roof can fall down—finish your prospecting session first."☎️ Top 5 Outbound Conversation Starters What to say when calling your old database:1. Anniversary check-in: “Can you believe it’s been 3 years since we sold your house?”2. Landlord updates: “Have you seen the latest changes in rental reform? Need help?”3. Compliance tip-off: “Can I offer a quick compliance health check?”4. Market updates: “House prices in your area have shifted—want a free update?”5. Newsletter opt-in: “Can I send you our weekly update? No hard sell—just value.” 📈 Optimisation Tips- Aim for 5–6 minutes per call—the sweet spot for results.- Always end the call yourself, respectfully and confidently.- Tracktime of day, call reason, conversion type, and outcome.- Prioritise lead gen in your diary—everything else wraps around it. Mindset & Influences to Follow- Daniel G– Raw sales energy meets mindset mastery.- Andy Elliot – High-octane, no-BS training.- Underdog Sales (TikTok) – Humorous, disarming cold-call tactics.- Sun Tzu Quote (CB’s fave): *“Tactics without strategy is the noise before defeat.”* 🛠️ Tools Mentioned- ProspectorPro.co.uk – AI-enhanced prospecting platform designed for agents who want smarter, consistent outreach.🙌 Connect with JP📸 Instagram: @johnpaulbusinesscoach🌐 Website: http://prospectorpro.co.uk🎬 Final Thought👉 “Consistency beats talent. Every single day.”Make prospecting your non-negotiable daily habit, not a side task.
In this episode, Chris Buckler welcomes the renowned Stephen Brown to discuss the critical importance of building and nurturing a robust database in the estate agency business. They dive into practical strategies for new and established agents, emphasising the value of personal connections, targeted communication, and consistent engagement. Stephen shares actionable tips for growing your database, maximising referrals, and turning clients into lifelong advocates.
The Importance of a Database: Moving beyond the "spray and pray" approach of general canvassing. Building genuine relationships with potential clients.Positioning yourself as the go-to agent when clients are ready to transact.Growing Your Database as a New Agent:Leveraging your existing personal network. Asking for referrals using targeted questions ("Who in your world..."). Providing valuable local market insights.Using disruptive questions to encourage engagement.Effective Communication Strategies:Personalising interactions and avoiding generic approaches. Providing value beyond property listings (local events, business recommendations).Utilizing contact cards and follow-up messages.Sending birthday messages.
Database Management and Tagging: Categorising contacts for targeted communication.Scheduling regular engagement activities.Focusing on creating "raving fans."Providing a stay in touch policy for past buyers.Maximising Referrals and Client Loyalty: Asking for referrals using specific questions ("Who of your neighbors...").Staying in touch with past clients and celebrating anniversaries.Providing exceptional customer service to create lifelong clients. Avoiding Common Communication Mistakes: Generic valuation requests.Failing to capture contact information. Asking generic questions instead of engaging in meaningful conversation.Not scheduling time for lead generation. Prioritise building and nurturing your database.Ask targeted questions to generate referrals. Provide valuable local market insights and community information.Personalize your communication and focus on building relationships. Schedule time for lead generation and database management.Always make "one more call". Treat every client as a client for life.
Resources: Stephen J Brown Consultancy (Google, LinkedIn, Facebook, YouTube)Instagram: @StephenBrown54 Jeb Blount - Fanatical Prospecting. Tom Ferry.John McGrath. Con Kollias.
Call to Action:
Implement the strategies discussed to grow your database and enhance client relationships.Follow Stephen Brown and the recommended industry leaders for more insights.Share this episode with fellow estate agents seeking to improve their business.In this episode, Chris Buckler welcomes the renowned Stephen Brown to discuss the critical importance of building and nurturing a robust database in the estate agency business. They dive into practical strategies for new and established agents, emphasizing the value of personal connections, targeted communication, and consistent engagement. Stephen shares actionable tips for growing your database, maximising referrals, and turning clients into lifelong advocates.
In this episode, Chris is joined by the legendary Sam Ashdown—a powerhouse when it comes to direct mail strategy for estate agents. Whether you're in Birmingham, Belfast, or Bognor Regis, if you're unsure where to start with direct mail or struggling to make it work, Sam delivers a masterclass in consistency, clarity, and copywriting that converts.Expect practical advice, juicy anecdotes, and a few mic-drop moments. What You’ll Learn:- 🎯 Where to start with direct mail Hint: define your goal first!- 📬 The difference between high-value campaigns and mass-market mailings- 🧠 How to get team buy-in using Sam’s Lead Generation Planner- 📝 The *pillar letters* you should always be sending: - On the market letters - monthly, not trigger-based - Not on the market market update letters - quarterly - Withdrawn/Try Again emotional storytelling letters - Plus: buyer waiting, just listed, and valuation-in-your-street letters - 💌 Envelope secrets that dramatically boost open rates - DL size, blue pen, handwritten, stamp not franked- 📏 How to write like a pro: The "Box 5" envelope method- 💡 Why simplicity and consistency *always beat* flashy or complicated campaignsSam’s Top 5 Mistakes Agents Make with Direct Mail:1. Talking about themselves in the letter 2. Believing generic leaflets still work 3. Inconsistency in sending mail 4. Sounding too corporate - ditch the "we" and formal tone 5. Cutting costs with franking - it’s killing your open rateThe Gold Is in the Story:Sam’s winning “Try Again” letter format uses real, emotional stories to relate to withdrawn vendors without telling them how they should feel.Free Resources & Templates:Sam is sharing a treasure trove of goodies mentioned in this episode, including:- Envelope-writing guide - Direct mail planner - Letter templates - Possibly a video walk-through📥 Grab everything here: https://ajmastermind.co.uk/eam 🔁 Key Takeaway:A consistent rubbish letter beats an inconsistent great one—but aim for both: great and consistent.
In this episode of Estate Agency Mastery, we tackle one of the most debated topics in the industry: door knocking. Love it or hate it, door knocking can be a powerful tool for generating leads—if done correctly. Joining us today is a lead generation guru who has pioneered the Frozen Pea Method, a unique approach to warming up cold conversations and winning listings.
What We Cover:
- Why Most Agents Avoid Door Knocking – Overcoming the fear of rejection and understanding the psychology behind it.
- Mindset and Confidence– How to shift your perspective to embrace the challenge.
- The Drive to Five Initiative – Why securing your first five listings changes everything.
- Winning Opening Lines – Scripts that work to engage homeowners and break the ice.
- Targeting the Right Homes – Expired listings, withdrawn stock, and stale properties—how to turn these into new opportunities.
- The Frozen Pea Method – A creative approach that builds trust and positions you as the go-to agent.
- The Power of Consistency – How showing up regularly can make vendors feel obligated to engage with you.
- Unconventional Strategies – Burnt letter envelopes, eye-catching stamps, and other attention-grabbing techniques.
- Building Local Authority – How becoming a market expert sets you apart from the competition.
Key Takeaways:
✅ Fear of rejection is just an illusion—every “no” gets you closer to a “yes.”
✅ People don’t like admitting they made a wrong choice—frame your conversations wisely.
✅ A well-crafted opening line can make all the difference.
✅ Consistency and persistence are key to winning business.
✅ Creative marketing strategies, like the Frozen Pea Method, can open doors (literally!).
✅ Local property knowledge is your secret weapon—talk about what matters to your audience.
Welcome back to Season 2 of Estate Agency Mastery! After an incredible first episode, we’re diving straight into another insightful conversation. In this episode, we welcome Spencer Lawrence from Paramount to discuss the transformative power of community engagement in estate agency.Spencer shares his expertise on how being an active community member isn’t just a marketing tool but a long-term strategy for building trust, reputation, and business growth. We explore the concept of authentic engagement, the slow-burn effect of community involvement, and how agents can align their efforts with sustainable projects rather than short-lived sponsorships.From food bank initiatives to long-term local projects like the Mill Lane Bridge restoration, Spencer illustrates how estate agents can make a meaningful impact while also organically generating leads. If you’ve been wondering how to effectively integrate community engagement into your business, this episode is packed with actionable insights!Key Topics Covered:1. Why Community Engagement Matters - How community involvement humanises estate agents. - The slow-burn approach vs. instant gratification in lead generation. - Building authentic relationships beyond property transactions.2. Aligning Your Business Model with Sustainable Community Projects - Avoiding the “box-ticking” approach to sponsorships. - Long-term vs. short-term community initiatives. - The role of estate agents as facilitators of positive local change.3. Case Study: The Mill Lane Bridge Project - How Paramount helped restore an iconic local landmark. - Working with councils, schools, and local artists. - The lasting impact of projects that connect deeply with the community.4. The Power of Authentic Presence - Why simply sponsoring a football team isn’t enough. - The importance of being physically present at community events. - How personal interactions turn into brand advocacy.5. Integrating Community Engagement into Business Growth - How to use community work for recruitment and team culture. - Segmenting your database for personalised, valuable outreach. - The role of social proof and third-party endorsement in estate agency.6. Practical Ideas for Immediate Implementation - Setting up a branded Book Nook for local book exchanges. - Creating a community calendar featuring local children's artwork. - Partnering with local markets to distribute reusable, branded tote bags.Key Takeaways: - Community engagement isn’t a direct sales tool, but it builds trust and recognition over time. - Authenticity is crucial—don’t just “tick the box” with sponsorships; be present and involved. - Long-term projects leave a lasting impact and create deeper connections. - Estate agents who invest in their communities naturally attract better clients and team members. Action Steps for Listeners:1. Identify a long-term community project that aligns with your brand values. 2. Spend time physically present at local events—not just as a sponsor. 3. Segment your database to provide valuable, community-driven content. 4. Consider small, sustainable initiatives like book swaps or branded tote bags. 5. Ensure community involvement is part of your agency’s culture, not just a marketing tactic.Resources & Links:- Learn more about Paramount: https://www.paramount-properties.co.uk- Follow Spencer Lawrence on LinkedIn: https://www.linkedin.com/in/spencerlawrence/Subscribe & Review:If you enjoyed this episode, please subscribe and leave us a review! Your feedback helps us bring more insightful conversations to the estate agency community.
Season Two of Estate Agency Mastery is here, and this season is all about lead generation. We’re kicking things off with a discussion that might surprise you – digital marketing and creating *strong online presence as an independent or self-employed estate agent.Our guest, Chris K, is an expert in this space and joins us to share practical strategies for building a digital footprint**, mastering social media marketing, and making Facebook and Instagram work for your estate agency business.Key Topics Covered:✅ Why independent and self-employed estate agents struggle with digital marketing✅ The importance of **choosing one social media platform** and sticking with it✅ Daily posting strategies – what to post even if you don’t have new properties✅ The power of **personal branding** and why you should be more than just property posts✅ How to build **trust and engagement** on social media (No Like Trust model)✅ Understanding **Google Ads vs. Facebook Ads** – where should you invest?✅ Why **Google Search Ads** are a must for estate agents (and what to budget for them)✅ The importance of **remarketing** – how to stay top of mind with potential clients✅ Common mistakes agents make with digital marketing (and how to fix them!)✅ The **#1 mistake** agents make when posting properties on social mediaChris K’s Top Digital Marketing Tips for Estate Agents🚀 Post consistently – daily posts help you stay visible and build your audience🚀 Engagement first, sales second – warm up your audience before pitching🚀 Retargeting is key – don’t let potential clients slip away🚀 SEO is dead – pay to play – why Google Ads should be part of your strategy🚀 Track everything – make sure you’re collecting data and optimising results*Resources & Mentions:🔗 Follow Chris K for more digital marketing insights (Instagram: @ChrisKMarketing)🔗 Google Search Ads – Start with a small budget (£5–£10/day)🔗 Meta Ads – Use Facebook retargeting ads to stay in front of potential sellers🔗 AI Ad Launchers – Automate your ad creation for better results🔗 Follow these marketing leaders for inspiration: - Alex Hormozi - Gary Vee - Tony Robbins - Brendon Burchard
Welcome back to Estate Agency Mastery -CHRISTMAS EDITION! In this special live Christmas edition, we’re joined once again by the one and only Simon Gates, whose previous appearance was our most viewed episode. Simon shares three actionable tips to target withdrawn properties as we enter the start of 2025. Whether you’re in Birmingham, Belfast, or Bognor Regis, this episode is packed with strategies to help you connect with sellers and stand out from the competition.
What You’ll Learn in This Episode:
1. Just Do It – Why agents need to act fast and stop over-planning when targeting withdrawn properties.
- Key insight: 50-55% of properties don’t sell, and nearly half of those will return to the market within a year.
- How to use these statistics to gain a competitive edge.
2. Direct Mail That Works – Tips for writing letters that get results.
- Personalise your approach: Colored envelopes, handwritten addresses, and stamps make a huge difference.
- What to include in your letter: Highlight success stories like “We sell properties other agents can’t.”
3. Leverage Your Own Withdrawn Data – Don’t forget properties that withdrew from your agency.
- Why staying in touch matters: Sellers may still be motivated to move.
- Scripts for re-engaging past clients, even if the relationship was tricky.
*op Direct Mail Tip:
- Use a **PS (Postscript)** and a QR Code at the bottom of your letter to include a strong call-to-action.
- Example: PS: Scan the QR code to see how many buyers are registered in your area right now!”*
Key Stats Shared:
- 50-55% of properties nationally are not selling.
- Of those, 45% will return to the market within 12 months.
- In London, only 38.7% of properties sell, creating an even greater opportunity.
Golden Quote:
“Don’t archive relationships—a withdrawn property isn’t a stopped move; it’s a paused move. Stay in touch and be ready when sellers are ready to re-list.” – *Simon Gates*
Thank You:
Big thanks to Simon Gates for joining us again and sharing his expert advice. And thank you for tuning in to this special Christmas edition!
Don’t Forget: If you enjoyed this episode, subscribe to the podcast and leave a 5-star review—it helps more agents master their craft.
Welcome back to Estate Agency Mastery! This episode is packed with insights and strategies for estate agents looking to stay ahead in 2024 and beyond.
1. Reassess Your Dependency on Portals
- Mal shares why Rightmove might be more of a liability than an asset in the future.
- Learn how to future-proof your agency by exploring alternative ways to generate leads and build your brand.
- Tips to wean off portals:
- Showcase properties outside of portals (e.g., exclusive Facebook group releases). - Utilise CRM reverse matches to engage your audience directly.
2. Craft a Unique Brand Story
- Mal stresses the importance of focusing on your USP (Unique Selling Proposition) to stand out in a crowded marketplace.
- Understand your target audience: their habits, needs, and preferences.
- Practical steps to build your presence:
- Attend local events like school fairs or markets.
- Highlight unique community features in property descriptions to connect emotionally with vendors and buyers.
3. Leverage AI Virtual Assistants
- Discover how an AI assistant can transform your agency’s efficiency and client experience:
- Handles inquiries 24/7 with precise, personalized responses.
- Offers natural language search to match buyers with specific property features like “skylight kitchens” or “sea views.”
- Enhances local engagement by connecting buyers with the best nearby businesses.
- Examples include integrating the assistant with WhatsApp for seamless communication.
4. Boost Your AI Literacy- Mal’s advice: Dive into AI tools to stay ahead of the curve. - Tools to try: ChatGPT, Claude, Google Gemini, and MidJourney.
- Experiment and learn how AI can help with tasks like marketing, customer support, and market insights. Resources Mentioned in This Episode:
- Free Webinars & Newsletters: Find practical AI tips for estate agents.
- AI Assistants:** Links and recommendations for tools to get started.
- Property Marketing Tips: Strategies to build a brand that outshines competitors. Stay tuned for future episodes where we’ll dive even deeper into practical strategies to help you thrive as an agent. Did this resonate with you? Share your thoughts and tag us on socials. Don’t forget to subscribe so you never miss an episode of Estate Agency Mastery!
Welcome to an episode packed with energy and actionable insights! This time, we’re thrilled to have Oliver Howard from OHRE joining us. Known for shaking up the Southwest London property scene with bold marketing and a fresh perspective, Oliver is here to share his journey and three transformative tips for estate agents—whether you're in Key Takeaways: 1. Dare to Be Different
2. Build a Social Media Presence
3. Be Hungry and Consistent
Quotable Moments:
Follow Oliver Howard on Instagram: @oliverhowardlondon
/ oliverhowardlondon
Estate Agency Mastery: Authenticity, Automation, and the Power of "No" with Kristjan Byfield Welcome to another episode of *Estate Agency Mastery*, where we unlock the secrets of success in the property industry. In this episode, we're joined by Kristjan Byfield, a seasoned expert with over 20 years of experience in the estate agency world. Kristjan shares insights from his journey as a long-time agent, a business owner, and a tech innovator in the lettings industry. In this fast-paced conversation, we discuss three powerful strategies that any estate agent—whether you're in Birmingham, Belfast, or Bognor Regis—can apply to their business immediately. Let’s dive into Kristjan’s key takeaways: 1. Authenticity: Be Yourself to Attract the Right Clients - The Cookie Cutter Trap: Too many agents fall into the trap of mimicking the corporate structures and personas of other businesses. Kristjan believes that your personal authenticity should be the core of your business identity. - Dress for Success: Forget stiff suits! Kristjan talks about how, even in high-end markets, being comfortable in your own skin—and dressing in a way that feels authentic to you—can attract the right clients. Clients value personality over polished facades. - Why Authenticity Works: Being genuine helps foster trust and build long-term relationships. When clients see the real you, they are more likely to connect with you on a personal level, which can lead to better business outcomes. 2. Automation: The Future of Estate Agency Success - Embrace Tech to Stay Competitive: Kristjan highlights how embracing automation and AI can streamline your business, saving time and reducing costs. If you’re not focusing on automation, you're putting your agency’s future at risk. - AI: The Industrial Revolution of Our Time: We’re on the cusp of a massive shift. Kristjan compares the impact of AI on estate agencies to the Industrial Revolution. He believes that agents who fail to adopt AI will be left behind. - Automate the Mundane, Deliver the Extraordinary. Using automation for routine tasks like data entry and document handling frees up your time to focus on what truly matters—building relationships, offering expert advice, and negotiating deals. 3. The Power of “No”: Don’t Be Afraid to Set Boundaries - Saying No with Confidence: Kristjan emphasises that one of the most powerful words in estate agency is "no." Whether it’s declining a lower fee, rejecting unreasonable client demands, or protecting your time, saying "no" sets boundaries and protects the value of your service. - Why Saying No Is Good for Business: Far from losing clients, saying "no" can often increase respect and trust. If you’re not confident in your own value, why should a client be? Saying “no” lets clients know you’re serious about delivering results. -*The Psychology Behind It: Saying “no” doesn’t just protect your time; it builds credibility. Kristjan shares an example of how confidently rejecting a request can often lead to a better result, forcing clients to respect your terms. Key Takeaways: - Authenticity is Key: Be genuine in your business and personal branding. It’s not about looking the part; it’s about being the part. - Automate for Efficiency: Embrace automation to save time, improve customer experience, and scale your business. - Use “No” to Your Advantage: Don’t fear rejection. Saying no can be the key to protecting your value and setting clear boundaries with clients. Listen to the full episode for more insights and practical tips that can help you transform your agency. About Estate Agency Mastery: The Estate Agency Mastery podcast is your go-to resource for practical strategies and expert advice from top industry leaders.
Make sure to share this episode with fellow agents and tag us with your thoughts on social media. How have you been applying authenticity, automation, and saying no in your business? Let us know!
In this episode, Chris Buckler is joined by Mark from Rex, who brings a unique perspective from the tech side of estate agency operations. Together, they dive into actionable strategies agents can use to streamline and enhance prospecting, operational efficiency, and long-term growth. Whether you're an agent in Birmingham, Belfast, or Bognor Regis, Mark shares powerful techniques that you can start implementing immediately to improve your business. Takeaways: 1. Laddering Techniques for Effective Prospecting - What it is: A process where every action (like a property viewing or valuation) is paired with an additional prospecting step, such as door-knocking or flyer drops. - How it works: Every visit to a property can be an opportunity to reach more potential clients—knock on nearby doors or target the area with social media campaigns. - Why it matters: It minimises the time dedicated solely to prospecting by integrating these steps with other daily tasks, leading to a more efficient and effective workflow. 2. Defining and Chasing Big Goals in Business - Setting Big Goals: Whether you’re a solo agent or a multi-branch agency, having a clear goal (like increasing properties under management) is essential for growth. - Breaking Down Goals: Mark emphasises breaking down big goals (such as gaining 100 new properties under management) into smaller, actionable steps, like asking clients if they are landlords. - Motivation and Team Buy-In: Communicating these goals and their benefits to the team keeps everyone aligned, engaged, and focused on the long-term vision of the agency. 3. Following Up and Asking for Referrals** - Referrals: A well-timed follow-up call three months after a sale can be an easy way to check in with clients and ask if they know anyone who could benefit from your services. - Why it Works: This approach has yielded significant business—Mark shared how one agency generated £65,000 in revenue from referral calls alone. - Automate with CRM: Using a CRM like Rex can simplify this process by setting reminders to ensure no client interaction slips through the cracks. Featured Product: Rex CRM Mark highlights Rex as more than just a CRM; it’s a full-scale solution to keep every aspect of your agency aligned with your goals. It drives consistency in client interactions, integrates smoothly with team workflows, and provides a foundation to scale operations. Enjoyed the Episode? Don't forget to subscribe, rate, and review Estate Agent Mastery!
Episode Overview: In this episode of Estate Agency Mastery, we sit down with Kieran, the founder of Propalt, a tool designed to help estate agents scale their business. While Propalt is a great resource for agents, this episode is all about Kieran sharing his top three actionable tips for estate agents to stand out, generate more leads, and grow their business—whether you’re based in Birmingham, Belfast, or Bognor Regis.
Key Takeaways:
Be Different and Memorable
Kieran highlights that many estate agents fail to stand out in their market. With consumers only able to remember three agents at a time, it’s crucial to create a unique brand and marketing message. Tips for agents include:
Automate to Free Up Time
Kieran stresses the importance of automating repetitive tasks so agents can focus on high-value activities like lead generation. Agents should ask themselves:
Nurture Your Existing CRM Data
A goldmine of potential business already exists in agents’ CRMs, but many fail to tap into it. Kieran shares:
Memorable Quotes:
Resources Mentioned:
Actionable Advice:
Links:
Next Episode Preview:
Join us in the next episode where we explore more tech tools for estate agents and how to stay ahead of market trends.
**Show Notes: The Estate Agency Podcast with Chris Buckler and Megan**
**Introduction:**
- Host: Chris Buckler from The Estate Agency.
- Special Guest: Megan, a highly visible and proactive figure in the property industry.
- Discussion focus: Key strategies for building relationships and growing your estate agency business, applicable whether you're in Birmingham, Belfast, or Bognor Regis.
**Key Discussion Points:**
1. **Building Relationships is Key:**
- Megan emphasizes the importance of relationship building in the property industry.
- Rather than chasing new leads, focus on maintaining communication with your existing CRM contacts – there’s a wealth of opportunity already within.
- Regular check-ins, not just for selling, but for keeping clients engaged and connected with the agency.
2. **Proactive Client Communication:**
- For Lettings: Megan calls her entire portfolio every three months, even for tenants. Simple check-ins can uncover opportunities to expand or sell properties.
- For Sales: Pay attention to key milestones, such as anniversaries of purchase or mortgage renewals. Early communication could reveal potential sales or upsell opportunities.
- Tenants today are often buyers tomorrow, making them a valuable group to build relationships with early.
3. **Delivering Genuine Care:**
- Chris and Megan share stories about going the extra mile for clients, like checking on properties and handling unexpected situations to create trust.
- Going above and beyond leads to better client retention, stronger referrals, and a sense of long-term partnership.
4. **The Power of Thoughtful Gestures:**
- Examples of thoughtful gestures, from checking on a tenant's iron to cleaning a property’s communal areas.
- Such gestures create goodwill and lead to loyalty, even in tough situations like maintenance delays.
5. **The ‘One-Night Stand’ Analogy:**
- Megan compares client relationships to long-term partnerships. Agents should avoid making clients feel like a “one-night stand” – be memorable, not forgettable.
- Invest in your clients with regular, thoughtful contact, showing them you’re invested in their long-term success.
6. **Categorizing Landlords:**
- Megan shares her strategy for categorizing landlords into groups like ‘Accidental Landlords,’ ‘Nervous Landlords,’ and ‘Investor Landlords.’
- This helps to manage and maintain your portfolio by identifying potential sellers and buyers within your client base.
7. **Opportunities for Seamless Transactions:**
- Megan shares how orchestrating internal sales between landlords can keep properties in the portfolio, while generating sales fees and keeping tenants happy.
- Adding extra services like mortgages, conveyancing, and furniture packs can provide even more value.
8. **Chris’ Takeaway:**
- Structured communication is the key takeaway. Don’t cold call for the sake of it—make each interaction meaningful and full of value.
- Structure your follow-ups around key milestones, and always look for opportunities to add ancillary services, which can boost revenue and client loyalty.
**Closing:**
- Megan's insights have provided a fresh approach to relationship building and maximizing value in the property business.
- Chris expresses excitement about using Megan's tips at The Estate Agency and hints at having Megan back on the podcast soon.
**Call to Action:**
- Stay tuned for more episodes packed with actionable insights for estate agents looking to grow their business.
- Don’t forget to subscribe to the podcast and follow us on social media for updates!
**Podcast Episode 21: Estate Agency Mastery with Chris Watkin**
Welcome to episode 21 of *Estate Agency Mastery*! Today, we're thrilled to have property expert Chris Watkin on the show. Chris has helped letting and estate agents across the UK, including in Birmingham, Belfast, and Bognor Regis, gain more property valuations. In this episode, Chris shares actionable strategies to implement immediately to boost your business.
### Key Takeaways:
1. **Get More Valuations**: Chris emphasizes the need for estate agents to stand out in a crowded market. Posting listings on social media is essential but not enough. Instead, focus on creating valuable content that homeowners care about, particularly around property market trends.
2. **Join Local Facebook Groups**: Engage with your local community by joining and posting in town-specific groups, housing estate groups, and even school communities. Share valuable content like local property market updates, rather than just listings.
3. **Create Video Content**: Chris shares three quick ideas for video content any agent can create today:
- **Market Trends**: Compare home prices in your town over the last few years using data from Rightmove or other platforms.
- **Rental Analysis**: Calculate average rents in your town and provide updates on rent changes over time.
- **Top 50 Streets Countdown**: People love knowing the most expensive streets in their area. Create countdown videos that engage local homeowners.
4. **Community Engagement**: Chris advocates interviewing local shop owners to build trust and rapport within the community. Being interested in your town and its people will ultimately make them interested in you.
5. **The Frozen Peas Method**: Chris explains a unique and highly effective door-knocking technique where you help potential clients with their onward property search while subtly building rapport and trust.
6. **Self-Employed Estate Agents**: For those going solo, Chris stresses the importance of hard work and patience. Self-employment isn’t easier—it’s about dedication and effort over time to achieve success.
### Resources Mentioned:
- **Frozen Peas Method Video**: [Frozen Peas Method on YouTube](https://www.youtube.com)
- **Chris Watkin’s Free Training**: Text “FREE STUFF” to 07951 147 572 to receive over 50 videos with 8+ hours of training content.
- **Chris Watkin’s Content Writing Service**: For £350+VAT per month, Chris writes property market reports and content that make agents look like local property experts.
### Get in Touch:
- **Chris Watkin Ghostwriting Service**: For exclusive content and marketing support, reach out to Chris directly.
Stay tuned for more episodes, and don't forget to implement these strategies today! Let’s make your estate agency the go-to choice in your area.
Podcast Show Notes: Estate Agency Mastery with Alex Evans from Estate Apps
In this episode, we are joined by Alex Evans from Estate Apps. While Alex is a supplier, he's here to deliver some amazing insights on estate agency mastery that are both practical and actionable. We dive deep into topics ranging from leveraging social proof, personal branding, and innovative ways to drive listings. Whether you’re an agent in Birmingham, Belfast, or Bognor Regis, Alex shares tips that you can start implementing in your business tomorrow.
Key Takeaways:
Importance of Reviews
Top Platforms for Reviews
Personal Branding and Visibility
Pre-Portal Listing Strategies
Innovative Agents Moving Away from Portals
Resources Mentioned:
Episode Summary: Welcome back to Estate Agency Mastery! In this episode, we’re thrilled to be joined by Izabela, a seasoned estate agent with over 15 years of experience spanning lettings, sales, and high-stakes deals in Dubai. Izabela brings a unique approach to the property market, focusing on working with just one client at a time to provide an unparalleled level of service. We dive deep into her business model, how she sells houses in just one week, and why being selective with clients can be the key to success. Key Takeaways: Izabela’s Unique Business Model: Izabela focuses on working exclusively with one client at a time, dedicating all her resources to selling their home within a week. Her approach ensures a personalised, highly focused strategy that sets her apart from the competition.
Manifestation and Strategy Design: During the lockdown, Izabela reimagined her business model to attract clients who value her expertise, allowing her to avoid traditional methods like door-knocking. She emphasises the importance of visualising success and designing a business model that aligns with personal values and goals.
Three Tips for Estate Agents Everywhere: Preparation: Research is critical. Know the market, the buyers, and the specifics of each area. Izabela’s in-depth preparation ensures that every question from a potential buyer is answered, providing a seamless experience. Pricing Strategy: Set realistic prices that reflect the property’s value and market conditions. Isabella shares her method of giving clients two prices—the listing price and the achievable price—to set clear expectations. Execution: Deliver on promises. Izabela outlines her detailed plan for every listing, ensuring clients know what to expect at each stage. If the property doesn’t sell within her specified timeframe, she adjusts her strategy or hands the listing back, maintaining her integrity and commitment. Additional Insights: Izabela stresses the importance of understanding that real estate is a people business, not just about properties. Putting clients first and maintaining integrity are crucial. Collaboration over competition: Drawing from her experience in Dubai, Izabela advocates for more cooperative deals between agents, which can improve client outcomes and agent success alike. Bonus Tip: Isabella’s top piece of advice for agents: If you’re not genuinely interested in people, real estate isn’t the right field for you. This industry is about building relationships and putting clients first, which is key to long-term success. Links and Resources: Book Mentioned: Full Fee Agent – Discover strategies for securing high-value clients through referrals and recommendations. Guest Info: Connect with Isabella Radka on LinkedIn and follow her journey in transforming the estate agency landscape. Tune In Next Time: Join us next week as we explore the latest trends in the property market and bring you more insights from industry experts. Don’t forget to subscribe, rate, and leave a review on your favourite podcast platform!
Chris and Steph both run self employed estate agency brokerage models. Steph loves the model and estate agency as much as Chris. Steph starts on highlighting that you have to make the back end of the year a big success. Whilst this episode isn’t out till the start of September, the same applies to the back and of the year. We all need to sit down with a magic number of what you need to list and to bank and then work backwards. Take your average fee and then work backward to how many listings you need to sell in order to get this figure in place. Then you need to take this figure and work out how many listings you need live. Finally, work out the val to listings ratio and work out how many valuations you need to create. Steph then goes on to highlight pick 50 properties in your farm, and hit them once a week for the next 12 weeks. This should allow you to generate the listings you need to hit you goal, especially when you add it to your other lead generation activities. Her second tip is to take the listing number you want to achieve. Each time you go and pitch add £100 on top of your fee. Do this every time you pitch. Chris jokes that incremental fee increases will allow self employed agents to increase their take-home. Both Chris and Steph believe that self employed agents should charge more and actually the vase they provide means that the client would be happy to pay this. Chris jumps in and highlights that doing reduced fees when you start your journey as a self employed agent. The third tip is to get off Canva and get on video. The end user doesn’t care about your pictures of sold properties. What they do care about is whether they trust you. Steph mentions 30 days of videos to record so you can bank them in advance. That is then 30 pieces of personal content. Chris highlights that he has just taken on a full time videographer at The Estate Agency. Content that anyone can watch, that isn’t hyperlocal is being pushed by the algorithms at the moment. Chris ends this section by highlighting that the client needs to constantly need to see you to build trust. Chris then curveballs Steph and ask her what any self employed estate agent should do in their first 30 days. She starts with finding 50 local properties that you feel you can really add value to. Write comp slips and letters and try to speak to those homeowners in a. Week. 50 door knocks isn’t going to take too long. Once you have business, the easiest way to get more business is when you are interacting with those vendors. At The Estate Agency we call it ‘drive to 5’ and Steph refers to it as ‘the magic 10’. The above can easily be done on Rightmove and Hoopla free of charge. Both Chris and Steph highlight that it is all about consistently. But these next 6 months could be the hardest you ever have to do. The last tip is a long term play. Steph highlights that introducing yourself to the wider community and this should be done on a daily basis. Steph signs off saying each buyer should be saved as the property they bought. You can then work out where they move to and send them a moreaversay card in a year's time. Wow… what an episode. Full Fee Agent - Chris Voss and Steve Shull https://www.amazon.co.uk/Full-Fee-Agent-Estate-Professional-ebook/dp/B0BK2WDXN7 7-11-4 is the key formula to building meaningful connections.\Imagine spending 7 hours together (YouTube, podcasts, webinars, presentations, etc.), engaging in 11 interactions, and meeting in 4 locations (website, LinkedIn, Instagram, etc.) - a bond is inevitable.
Angi runs a very successful business in Staffordshire, West Midlands. She is an ESTA winner, straight talking and pulls no punches.
She starts off with these is no secrets to success other than consistency and highlights that agents have to be acceptational communicators. You have to know your stuff and be the expert in your field. If you don’t have this in your armoury then it is lights out.
Agents need to remember, “don’t tell me you’re funny, make me laugh”.
Starting with Angi’s first tip, exceptional communication, she highlights that she feels “we have failed if we email”. Angi is a huge advocate of picking up the phone and feels modern agents hide behind emails / WhatsApps. Chris adds that you have to enable the agent with tech, but the human touch has to be replicated, especially in a world with AI. The phone should be your number one tool. Using AI such as chatGPT is gold, but then you have to make it personal.
Angi also confirms that she also gets a lot more loyalty from clients, and Angi rarely lose a client, due to being on a phone and making sure she runs though every vendor every day in price order to check what is happening with he vendors. Every week, without fail, the vendor gets a phone call.
Angi’s next tip is market knowledge and ups killing. Don’t blag it. Continuously learn and find your tribe. Make sure you pick up hints and tip and constantly learn and evolve to be the best agent you can. You have to constantly learn and evolve as an agent. Chris and Angi both agree that scripts allow agents to actively listen and get to the end result much more quickly. You have to be able to objection handle and move the conversation on.
The final tip from Angi is regarding negotiation. You have to focus and being a world class negotiator. You have to train yourself but also you have to have experience and people around you that can show you the way. Chris highlights that the first offer has to be rejected and that going the extra mile for the client and get the extra few thousand for the client. How you go about this will increase customer satisfaction and lead to referrals.
