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Nurturing v's Annoying - the subtle difference between the two.

Updated: Nov 2, 2022

It doesn't really matter what industry you are in, drumming up new business is the lifeblood of your survival. For most 'cold calling', 'prospecting', or whatever you want to call it, is a daunting task. Rejection is a very real possibility but don't worry 'getting a NO is one step closer to getting a YES! Keep reciting the mantra, and make another call.

Estate Agency is no different, you need to attract sellers, buyers, landlords, and tenants but always run the risk of being too pushy, particularly when the supply of new instructions has almost dried up.

The recent stamp duty holiday and the need to work from home massively stoked the fire and 'used up' a huge amount of the supply of properties. Most agents and law firms have been stretched to breaking point, coping with sales that relentlessly just kept coming. We now seem to be entering a hangover phase where the corks have popped, keys have been handed over and the pipeline is started to look rather depleted.

So what about nurturing, how does that fit into your marketing mix for 2022?

Estate Agents tend to ask direct questions like 'Are you thinking of selling?' to which there can only be two answers, YES or NO. Direct mail pieces tend to go straight in the recycling if this is the headline message. Try asking 'Who is interested in property?' where the answer is......practically everyone! Homeowners, even if they just bought through you, Landlords, and tenants are all interested in property on one level or another.

Every one of the 28 million properties in the UK is now digitised and can have it's own Logbook which has a unique role in providing a safe, cloud-based, depositary to organise important documents, set reminders and keep track of market prices. If every conversation you had resulted in you giving one of them away for FREE, that wore your brand 24/7 - that's nurturing and clever marketing that will pay dividends over and over again. You are notified when homeowners change their status from settled, doing up, thinking of selling. Onboarding is simplified where you can recommend your preferred broker, conveyancer or EPC provider and documents can be shared freely during a transaction.

An invitation to claim your branded Logbook can be sent to your entire database, created one at a time, or a QR code added to your for sale boards, window displays or other marketing activities.

Stop asking who is selling now, add value to every conversation, give everyone a useful device that helps them, whilst keeping your brand foremost in their minds in 2022 and far, far beyond.

PSD Logbooks is now contracting with Estate Agents across the country, do get in touch with us to find out more.


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