After watching the recent Haye vs Bellew Heavyweight boxing fight, it became to me clear that bigger isn’t always better when it comes to the hybrid agent.
During my time working agency side, I gained first-hand experience of the shift in customer expectations. Unrivalled customer service is imperative but now it needs to be coupled with a reduced and fixed price tag.
This has brought about the rise of the online-only and hybrid agent. We’ve seen an exciting couple of weeks in this space.
Countrywide, the heavyweight champion, has now tested its hybrid offering and continues to roll it out. LSL, the contender, is hot on Countrywide’s heels, declaring its interest in the online/hybrid market and hinting at revealing its hand shortly.
In the Purple corner… deep pockets and the ‘commisery’ (or ‘commisery TM’ we hasten to add) led campaign has helped Purplebricks secure a stake in the UK market and embark on Australian and soon American adventures. It’s advertising succeeding in two things, raising awareness of the brand and educating the public on a fixed fee service backed by a convenient consumer facing dashboard.
Three heavyweights
These three heavyweights are slowly lining up knock out blows. How can a featherweight compete? An independent agent is agile and can out-manoeuvre the threat, should it be seen coming. Change needs to be embraced and a choice of service needs to be provided to the customer.
Customers must be able to cherry pick the service they require. If they want to conduct the viewings and take the photographs but need a valuation; then the agent needs to provide them with transparent pricing to reflect this.
Lowering the cost of a listing is essential so savings can be passed onto customers allowing competition with the heavyweights.”
The bigger they are, the harder they fall… independents just need to make sure they move quickly enough so it’s not on them.
For more information about offering a hybrid service please visit www.muves.co.uk or call 07557 343962.
Thanks both for your comments. I believe that levels of pricing are just one way that agents can differentiate themselves along with offering more transparent pricing allowing the consumer to fully understand what they are paying for. To add to this, flexibility is key. Agents can’t just put all consumers in to one box and offering a flexible and transparent service will prove vital in the future. I certainly agree that creating an affinity within local communities is a key point for high street agents, and one that those who do this best will continue to benefit from.
Agreed that small independents are more than capable of taking on and beating the larger corporates and the opportunist hybrid/online offerings. Not, however, by playing by their rules.
Pricing is the last refuge of agents without creativity. And becoming involved with a sales culture that is predominantly transactional is the road to perdition.
My belief is that independent agents need to focus on creating an affinity within the community. There is a simple and effective way to do this that truly differentiates.
Let the PurpleBricks of this world drag the inadequate agents down to their level. The sector needs some cleansing. The great agents will always be able to deliver a superior service and have no need to compete.
I have to agree, Chris, that great agents will always deliver a superior service – and show clients that they can – and will – deliver that. Maybe cut price competition will bring some clear lines to the industry – cream always rises to the top! Let’s hear from the agents who know how to counter the cut-price claims!