Estate Agency Fees. A race to the bottom?

During the last 12 months, I have had the pleasure of being introduced to some of the best independent estate agencies and come to mention it, agents, across the UK. I have travelled from Cornwall to Dover, across the South and London, Midlands to Manchester and Liverpool, through Wales, up across the Lakes and over to the North East, I have literally covered most of the UK.
Don’t get me wrong, I am not complaining because the people I have met, owners, investors and directors, and some amazing frontline negotiators across Sales and Lettings are dedicated, hard working honest people with a passion for delivering a best in class service to the public in their local areas. It has been my pleasure.
The time they all spend, every day, ensuring their hard won clients are provided a service that will keep them happy is commendable, however, there is a problem that appears to me as clear as day….They are spending longer amounts of time, working harder than ever, spending more, for a reward that is growing smaller by the day!
In this day and age, all around me I see, ‘compare this and save £000’s’, ‘buy one get one free’, ’30+% discount for new customers only’ (drives me crazy) ‘we will beat any price’, ‘if you find it cheaper we will match it’ and the list goes on and on! It’s almost like we ourselves as agents are members of the public…! We, as members of the public, could have been brainwashed into believing that the customer now only chooses products and services based on the cheapest price they could pay. Furthermore, we may believe that a vendor or landlord thinks this!
Having spent circa 27 years listing and selling property, very few people, who have invited me into their home, have claimed that they are only interested in the fee cost. I understand that what they really want is;
An Agent they can trust and have confidence in to advise them on;
The local housing market
The best way to market their home to gain the best price within their given timescale (applies to both online and offline)
Additional services to help them at the right time

Vendors want to hear how an agent is going to help them achieve this MOVE, minimising the stress and workload involved.

The reality is that they hear the same story from agent after agent and therefore the only real differentiator is the COST!

Here is the reality: in my opinion, it’s time to differentiate. Your customer wants to hear it, they want to hear what makes you different, they DO NOT WANT YOU TO BE THE SAME as the others.

Focus on things that only you can say, things they would not have heard from other agents.

Ask yourself – What do you do that others don’t? chances are there are many things, write these things down and practice articulating it

If agents don’t change then your fees will continue to be the only thing the vendor is interested in!

February 24, 2018
Read more
September 19, 2017
Transparency is Everything!
Read more

“Thank you so much of the last couple of days. You are truly amazing. Fantastic 2 days… our business will go from strength to strength”.

Louise Young, Owner, LL Estates

“a breath of fresh air, he offers his wealth of knowledge in abundance and is supportive throughout the implementation of training and development. We as a branch have seen an increase in new business and employee engagement since Bryan has been working with us”

Stacey Mole – Bannisters

“a different approach to carrying out M/A`s, raising the fees and working towards a much better conversion rate.”

Jason Lake – Alexander & Co

“after being an agent for nearly twenty years I still learnt something new and went away with new ideas and tactics to use on my appointments. I found it extremely worthwhile and insightful. He’s a master of his craft.”

Matthew Fairclough – Director – Pearson Ferrier

“I thought the trainer was very good and came up with some great ideas and gave the information and help that we need!”

Richard – Morrison Watts

“Just thought I would give you an update on how things are going…. Really well… the course helped me so much with getting started! So thank you very much!!!”

Matthew Hedges –

“The course was great really effective and it’s really helped my training I feel more confident and understand the industry a lot better now. Thank you again l, I will let you know how I’m getting on.”

Henry Hammond – Martin & Co

“I’ve had training before and it wasn’t as interesting as this, I have put my agenda into place already and my manger has been impressed with my structure in my calls, thank you again.”

Jack Terry – Park & Bailey

“I’d like to thank you for a great week. Very beneficial and enjoyable, i learnt a lot and feel more confident going into the field now. Wish you all the best in the future.”

Yazen Hasi – Kensington Lettings

“I just wanted to thank you so much for the past week, We all learnt so much from you! I think I would have been completely lost if I didn’t go on the course. I will definetly recommend it! Thanks again and I will keep you updated on how everything’s going :)”

Sophie Bartlett – Charles David Casson

“The course was excellent I really enjoyed it. I’m getting on really well and am excited about selling some houses”

Ellie Edwards – Anthony Pepe & Co – Green Lanes

“I really enjoyed the course and I love my new job, everyone is really nice and the role is interesting and it is going to keep me very busy!”

Hollie Jarvis – Grey Fox – Rainham

“Thank you Estate Agency All-Stars for helping me secure a placement within a brilliant organisation. The course has definitely helped me have confidence in what I’m saying, knowing the theory makes a world of difference”.

James Rigby – Imagine Group – Watford

“I just wanted to send you a quick note to thank you for visiting yesterday and finishing off Shazin’s training. It was really above and beyond and we really appreciate it. Shazin was really impressed with the course itself and I can already tell that she is a lot more confident and enthused about the job. Thank you again – her enthusiasm is brushing off on the whole team – myself included! We will definitely be sending new starters to see you in future.”

Andy Sewell, Manager, MARTIN & CO

“Our All-Star has hit the ground running and it’s obvious the training has probably helped her jump at least 6 months.”

Steve O’Neill, owner of Greyfox Estate Agents

“Hilbery Chaplin are extremely pleased with ‘Estate Agency All-Stars’ who offer a unique combination of recruitment and training which places them above other industry recruitment agents. The standard of candidate has so far been excellent and we are looking forward to working with them again in the future.”

Anita Pashley, HR Manager at Hilbery Chaplin

I enrolled three of my junior colleagues on the  ‘Introduction to Estate Agency’ course run by  Estate Agency All-Stars. It proved to be exactly what was needed. I sent three young, inexperienced and slightly nervous delegates, one week later I had three confident and enthusiastic Junior Negotiators. I would be the first to say that nothing beats experience but everyone has to start somewhere and this course provided an excellent base from which they can build and also gave them confidence in themselves and their abilities. Thanks.

Aidan Branch FNAEA (Honoured) NAVA MARLA, Director, Durrants

“Sending four of our new recruits on a weeks course was new territory for us. The structured and condensed method of training provided was simply not something a company of our size could provide in house. Given the feedback from the attendees we will certainly make this part of every trainees first six months to ensure they grasp the fundamentals of the role and hit the ground running.”

Mark Cooper, Partner, Coopers Residential

“I was very pleased with the standard of training and the content covered. Our new recruits have got off to a flying start. We have now made it company policy that all new recruits without industry experience will attend this course.”

Sean Newman, Chairman, Newmans Estate Agents

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