The secret to winning high value homes

What does your stock list look like at the moment?

If it’s like that of most other independent agents in the UK, it looks something like this:

Let’s say you currently have 50 properties on the market.

1 over £1 million (2%)
5 at £500,000 – £1 million (10%)
25 between £250,000 – £500,000 (50%)
19 under £250,000 (38%)

Total value of listed fees at 1%: around £170,000

Now imagine you could attract TEN new, high value homes, in addition to your current stock, AND at a higher fee. Say, 1.5%.

5 over £1 million (8%)
11 at £500,000 – £1 million (18%)
25 between £250,000 – £500,000 (42%)
19 under £250,000 (32%)

Total value of listed fees at 1%: around £170,000
New 10 high value homes at 1.5%: £123,000
Total new stock value: £293,000

That’s a rise in listed fees of 172%. For just TEN new homes.

The difference? These are high value homes. And listed at high value fees.

But how do you attract and win high value homes, without sacrificing any of your core revenue? After all, your bread and butter sales pay for office and payroll, so you need to make sure you still get the 2-bed terraces, and 3-bed semis.

These new homes are ADDITIONAL fees. And the best news is that you can attract, win and sell these homes with no additional resources.

 

Want to know how?

The answer is simple – but not easy. You need the very best property marketing.

The best photography, copywriting, brochures and boards. You also need to offer services your competitors probably don’t, like visual branding, home styling and twilight photography.

 

Bespoke property marketing

The following is a list of the elements of bespoke property marketing that we offer in our agency, AshdownJones:

• Lifestyle photography
• Drone photography
• Twilight imagery
• Professional copywriting
• Vendor interview
• Property styling
• Property bespoke logo/branding
• Printed magazine-style brochures, up to 20 pages
• Specialist print finishes and formats
• Bespoke for sale board

Opening in a new area, with 57 competitors, all competing for the same instructions, meant we had to do something different – radically and visibly different.

Set out to completely disrupt the market. We decided to attack with a three-pronged attack that formed our guiding principles:

1. We will only sell the very best homes in the very best places

2. People don’t want better, they want different

3. We need a niche of a sub-market – the sub-market is the unique homes, and the niche: we will only work with clients who truly love our marketing.

The majority of estate agents pursue mass market share, which results in lower fees secured, and a high resource cost; thus, lower profit. We made the decision to avoid the low fee cycle. Knowing that by charging the highest fees (1.5% against the highest competitor’s fee of 1%), we can afford the very best property marketing, and therefore attract the best properties and clients. By being selective and charging high fees, we don’t need to take on many clients each year, leaving us free to spend time with our small selection of clients, giving them a VIP experience, as well as time on growth strategies and success planning.

We knew we could differentiate ourselves most easily, quickly and effectively by creating a completely new level of property marketing.

The professional photography offered by our competitors is no longer a differentiator; we create lifestyle images of beautifully-styled homes.

A Ravensworth laminated tent-fold no longer impresses; a bespoke, magazine-style 16-page brochure wins us the very best fees.

A standard branded for sale board wouldn’t catch the eye of the homeowners we really want to notice us, so we created beautiful, bespoke boards, and our clients love them.

Taking your property marketing to a whole new level can make your brand more aspirational, and so give you the confidence you need to walk into a £2million-plus home and win the instruction.

If you do what other agents are doing, you’ll get what other agents get. Don’t you want more for you, your team and your brand?

 

If you’re not sure where to start with bespoke property marketing, we can help.

We’ve built a growing group of the best estate agents in the country who are always sharing their support and ideas including tried and tested bespoke marketing techniques. If you’re wanting to find out more, read on…

There’s only so much you can absorb from reading, and I’m sure you’d much rather learn by getting away from your desk & office and going somewhere nice, right? Well lucky for you we regularly host special Behind The Scenes days here at AshdownJones HQ in the gorgeous Lake District! (Windermere, to be precise.)

These days are specifically designed for you to see how we do things the AJ way, live and in person. You have the rare opportunity to meet and chat to our amazing team. The very team responsible for the bespoke marketing each and every one of our clients receives when selling their home with us.

Securing those high-value instructions that we all strive for is now within your grasp, and we want to help you take that final leap into building the estate agency of your dreams. You CAN do it; we know because we’ve done it too. Using our very own bespoke marketing, to attract and win high value homes, we listed 50 homes in our first year, with a combined listing value of half a million pounds.

Click here to save a space at our next BTS at AJ event. Spaces are limited and we make a promise of no competing agents amongst the day’s attendees.

Did we forget to mention? Lunch is on US!

Look forward to seeing you soon,

Sam and Phil

P.S. Here’s that link in full to save your spot:

http://www.ajmastermind.co.uk/events/