Topic
Marketing and Brand
Personal brand, content strategy and building authority as an estate agent. Company brand attracts and personal brand converts, and this library covers both sides of that equation.
8 episodes · 27 reels · 25 quotes
Reels
Enter a new market from the outside in
David Lindley
The one-degree-off-course rule on values
David Lindley
Why a premium brand shouldn't be obvious
David Lindley
I negotiate for you, not with you
Simon Gates
Most agents charge too much
Simon Gates
Consistency is a form of marketing
Simon Gates
The gap between idea and execution
Simon Gates
Tech-first applicants become tech-first vendors
Heather Staff
Episodes
EP 1 · David Lindley
Building a Premium Property Brand
EP 3 · Simon Gates
Consistency, Execution and the Fee Question
EP 4 · Heather Staff
Data, Technology and the Future of the Agent
EP 5 · Simon Leadbetter
Marketing, Then Sales
EP 9 · Matt Giggs
Work Harder On Yourself Than Your Business
EP 10 · Toby Martin
Content Is Not Marketing
EP 13 · Elaine Penhaul
The Psychology of Selling
EP 15 · Russell Quirk
Always Have a Plan B
Quotes
Staged properties sold at 103 percent of guide. The Rightmove average is 96.8 percent. A six percent uplift.
Elaine Penhaul · 10:56
Ross: Six percent is not staging. It is measurable worth, created before the first viewing.
If the reality is empty or tired, AI photos are catfishing.
Elaine Penhaul · 07:24
Ross: Presentation must keep its promises. The viewing always tells the truth.
I start every seller conversation with: what's behind your move?
Elaine Penhaul · 21:24
Ross: Ask the question behind the question. Property is emotion with an address.
Always have a plan B.
Russell Quirk · 14:55
Ross: Optionality is oxygen. Build the alternative before you need to breathe it.
Stop making excuses on fees and do something about it. Stop blaming everybody else.
Russell Quirk · 41:08
Ross: The fee debate ends when the service argument is won. That is the whole of Worth Every Penny.
If you're on seventy percent of the fee, you're financially bought in. So you're going to be better.
Russell Quirk · 45:06
Ross: Ownership of the outcome changes the standard of the work. Our Partner Agent model is built on exactly this.
You cannot digitise empathy.
Russell Quirk · 1:00:08
Ross: The most defensible skill in the industry costs nothing to practise.
Rolex isn't called Posh Watches, and Aston Martin isn't called Fancy Cars.
David Lindley · 04:18
Ross: The best premium brands never explain themselves. Neither should yours.
You can be one degree off course now, but in a year's time you'll be miles apart.
David Lindley · 02:37
Ross: Small misalignments compound quietly. Check the compass early.
Just because the values are intrinsically less, doesn't mean the quality is any less.
David Lindley · 06:13
Ross: A lower price point never has to mean lower standards. We prove that weekly.
Company brand attracts, personal brand converts.
Matt Giggs · 14:33
Ross: The firm opens the door. The person gets the signature.
You've got to work harder on yourself than you do on your business.
Matt Giggs · 32:34
Ross: The ceiling on the business is usually the owner. Raise yours first.
You don't need the biggest market share. You need to do enough and do it well.
Matt Giggs · 42:13
Ross: Enough, done brilliantly, beats everything done adequately.
82 percent of all internet traffic is people watching video. It's what we do.
Toby Martin · 32:50
Ross: The audience has already chosen video. The only question is whether you appear in it.
Make sure ChatGPT sounds like you, and that you don't start sounding like ChatGPT.
Toby Martin · 48:20
Ross: Use the tools. Keep the voice. The voice is the asset.
A daily social media post is not marketing. It's content for the sake of content.
Toby Martin · 59:52
Ross: A post without a purpose is just activity. Give every piece a job.
The highest performers might not have the best ideas, but the gap between idea and execution is minuscule.
Simon Gates · 09:42
Ross: Ideas are abundant. Execution is the scarce asset. Shrink the gap.
Consistency is a form of marketing.
Simon Gates · 22:12
Ross: Showing up on schedule is a promise kept in public. That builds trust faster than any advert.
Agents using the AI propensity to sell get a 340 percent uplift in ROI versus those that don't.
Heather Staff · 04:34
Ross: Data finds the doors worth knocking. The knock is still yours.
We'll get more highly skilled agents doing the higher value work: negotiating, empathy, face-to-face.
Heather Staff · 09:12
Ross: The future agent does fewer tasks and more judgement. That is a promotion, not a threat.
Offer applicants a tech-first experience, and when they become vendors, who are they going to choose?
Heather Staff · 1:00:22
Ross: Today's applicant is next year's vendor. Serve them accordingly.
Controversial opinion: most estate agents charge too much.
Simon Gates · 36:32
Ross: Simon and I are making the same point here. A fee is only too high when the worth beneath it has not been built or sold.
It's not sales and marketing. It's marketing then sales. If your marketing's right, sales gets easier.
Simon Leadbetter · 07:11
Ross: Build belief before the appointment and the appointment changes character.
It always surprises me how fantastically incurious estate agents are.
Simon Leadbetter · 26:08
Ross: Harsh, and mostly fair. Curiosity is free and almost nobody spends it.
The best agents are doing more marketing, on more channels, more frequently, more consistently.
Simon Leadbetter · 35:04
Ross: The prime agents do not market occasionally. Frequency is part of the message.