What haven’t the online agents got? A beautiful branch
Canny agents are realising that a high street office can be their most powerful marketing tool, says Sheila Manchester.
Not that long ago the biggest threat to an estate agency business came from its competitor three doors down, not online agents.
But despite the initial industry indignation and doubts that these digital start-ups would last more than a few years, in many respects, the new ‘online’ agency floating into your area, without having to pay high street business costs, is now a threat. Undercutting fees, sweeping in, backed by big-bucks entrepreneurs, promoting their services as fresh, modern, simple, honest and, oh yes – cheap.
I once remarked on the stock in our local department store, I wanted new suitcases but they were frighteningly expensive. “Yes”, said the sales lady, there’s been a flood of cheap Chinese-made cases in the market, so Bric have taken their bags upmarket. They may sell fewer, but they are made to high standards and they are definitely worth the extra cost.” The message was, ‘if you want quality, you’ll have to pay for it.’ I did, and I was delighted and they still serve me very well.
We know that quality costs, so maybe for the full service estate agency the only way is up? Some energetic ‘traditional’ estate agency businesses, are already beginning to adapt their business model to combat the cut-price model of hybrid agencies and online agents – and guess what, they have much more going for them than some may think.
STAR VALUES
- Location (check: high street)
- Attraction (you have to entice people to come in!)
- Reputation (branding, branding, branding)
- Expertise and service (that’s a given, surely)
- The feel-good factor (old fashioned welcome and attention to detail!)
EXPANDING AND IMPROVING
Every month at The Negotiator, we hear about confident agencies that are still expanding their traditional high street presence either with new branches or refurbishments – and every single one says that they believe the traditional model (regularly reviewed and updated) is what their clients like.
White & Sons came to us specifically to counteract the growing online threat. They recognised that they needed to step up a gear. Harry Simon, MPL Interiors.
For White & Sons – with four offices in Surrey – their first line of defence against their online competition was to commission a branch-wide makeover.
“White & Sons came to MPL Interiors specifically to counteract the growing online threat,” says, Harry Simon, a partner at the refurbishment specialist. “Many internet-based agencies are stepping up their brand awareness through media advertising, trying to lodge their name and affordability in the minds of the public.
“So High Street estate agents are realising that they may need to step up a gear when it comes to the consciousness of the general public, and there’s no better way to do this than improving the visibility and aesthetics of branches.
“We know that the USP of High Street estate agents lies with their physical presence; the ability for movers to go into an office and meet staff in person, leave keys, sign papers and get a real sense of who is handling the sale of their biggest asset.
“It’s an angle that we know agents are pushing in their marketing this year.” With many High Street agents pressing home their ‘local experts on your High Street’ message, it’s up to each business to create a point-of-difference that will stick in the minds of the public.
“Our work for White & Sons focuses very much on the ‘top layer’ of each branch, this suits companies who are looking for a wholesale image refresh across multiple offices and those looking to budget wisely,” adds Harry.
“There was no structural reconfiguration within the four offices, just some minor electric and lighting revisions that allowed the majority of the budget to be spent on interior finishes, office furniture and accessories – high-impact fittings that draw attention and lodge the brand in the subconsciousness of passers-by and visitors.”
Another old adage is not to throw the baby out with the bathwater – some familiarity of style and surroundings is good, and it can save money, no bad thing, for this is quite an expensive game.
MPL created an interior design plan for White & Sons that made allowances for existing display units and wall art that the client wanted to retain, replacing other items with similar but more functional models – such as the office desks, which were replaced with newer versions with integrated cable management systems.
Visually striking additions across the four White & Son branches included new floor coverings, with a distinctive patterned carpet detail, wood panel-effect wallpaper, new occasional chairs in colours to match the brand identity and in the case of the Reigate office, an integrated refreshment station that thriftily made use of their existing fridge.
CAN COSY COFFEES CLINCH SALES?
Foxtons is credited with the introduction of the fancy coffee corner with squidgy sofas to high street estate agency and I’m not knocking it, it seems to work, many others have happily followed the trend.
Last year we reported on a great new agency, Go Move that found themselves with too much space (what luxury) for their agency, so they combined it with an interior design shop and a very chic café. This is possibly one of the best ideas I have ever heard of in the property industry – spreading the business risk, improving the ambience, cross-selling in each area, with potential estate agency clients simply knocking back the espressos – viewing properties without even meaning to.
Alex Tarry at Best Estates says that it’s all about the welcome. After winning ‘New Agency of the Year’ at The Negotiator Awards, Best Estates opened its third office – in Sudbury. The building had a complete restoration, over eight months, refitting three floors of office space, meeting and team social rooms.
Alex says, “The concept at the heart of the renovation, was the Best Estates welcome. All our visitors are offered a drink, and an opportunity to talk with our team about their property needs. At Best Estates, gone are the days of sitting across a desk from each other, we are all about round tables and open discussions.”
Matt Nicol at Nicol & Co., shares the philosophy, having recently opened a new office in Worcester. He gave Jonathan Edwards at Excite a detailed brief for its design and fittings. His office has spaces for private meetings with landlords, for children to play while parents talk, for staff training. Among dozens of fresh ways to get their message across, a wall panel says: ‘Rooted in our community. Proven experts in all things property. Above all else: memorable for the right reasons.’
TECHIE TREATS
Coffee may be an inspired warming up device, but the other must-have in these online days is a smart screen (or five) – in the shop window, on the wall, in a table – anywhere that the potential buyer can be tantalised by beautifully photographed desirable residences – modest or massive.
Steve Blackaller at Intouch Display says, “In today’s competitive market place, the need to stand out and interact with your local community is essential to build your agencies brand and gain those instructions.”
It’s not just about displaying properties – canny agents have always known that local involvement is key to gaining instructions, drawing locals in, showing that you know – and indeed belong – in your village, town or city. “Interactive window touch screens are the most exciting medium to advertise the agent’s property portfolio – along with local events and charity organisations, this provides the agents with an additional draw to their office and their brand, rather than being solely about property.”
Far from simply being noticed as people drive past, these screens keep the agent operational 24/7 as potential clients can register their details or request a market appraisal any time of the day or night. “For £350 per month, agencies can have a 47-inch window touch screen, which can be complemented by internal touch screen tables, lecterns and tablets that can also be taken to valuations/viewings to demonstrate the agents services and additional suitable properties on offer.”
Quality counts, communicating that quality on your street is imperative.
CALL THE SPECIALISTS
Albion www.albiondisplay.co.uk
Crucial Projects www.crucialprojects.co.uk
Excite Creative www.exciteinteriors.co.uk
Intouch Display www.intouchdisplay.co.uk
Me&C meandc.co.uk
MPL Interiors www.mplinteriors.com
Mid West Displays midwestdisplays.co.uk
Pure Display www.puredisplay.com
Vis-com Vis-com.net
