David Lindley on the prime property market, the story behind By Design, why the smartest agents move upmarket, and his counterintuitive strategy for entering a new market from the outside in.

Marketing and BrandEstate AgencyLeadership and Management

EP 5 · Simon Leadbetter

Marketing, Then Sales

Simon Leadbetter on the difference between marketing and sales, the Voice of the Agent survey, why the prime market is insulated, and his controversial view that estate agents are a fantastically incurious industry.

Marketing and BrandPropertyPersonal Development

Quotes

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.

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.