Here is a thought leadership article from Sort Move

Tom Gilbert, the Head of Estate Agency Services at Sort Move previously spent 16 years at LSL Property Services, running a number of successful Estate Agency branches and managing the in-house Conveyancing operation for Reeds Rains & Your Move networks. We spoke to Tom about the importance of adding value and building in technology to improve the home moving process.

1) Why do you think it’s important for an Estate Agent to add value to their core proposition?
Agents should promote themselves as doing more than simply finding a buyer, there is so much more involved than advertising their home on a leading property portal.

From how they are going to market the property, to professional progression once an offer has been accepted. Who they collaborate with, and how they will successfully get them from start to finish, should make them stand out from the competition and be perceived as offering value for money.

When I operated successful branches, I was proud to talk about both my colleagues and the partners we worked with to create a first-class moving experience. I never focused solely on ‘me’.

2) In the modern world of moving home, how can technology enhance the whole process?
Firstly, I think it is wise to remove the thinking that technology can completely take control of the moving process. The value of experienced heads should not be underestimated as there are many nuances between sales. However, forward-thinking property professionals should look to see what technology is available to enhance their own proposition for the benefit of both their business and their individual clients.

For example, here at Sort Move, we introduced our Fast-Start digital onboarding tool at the start of 2021 and we’re thrilled that it has already been nominated for two open industry awards (for Customer Service/Innovation and IT Development Team of the year) as it consistently reduces sales progression time by three to four weeks. We also have a significant road map in place and can’t wait to release innovative new products and services which will both excite and benefit our EA partners. Overall, it will be a combination of strategic alliances that will allow agents to get on with what they are good at…listing and selling houses.

3) Unfortunately, the past few years have been especially tough for the Estate Agent market. It’s important now, more than ever to think outside of the box and embrace change to compete and run a successful business. What tips do you have for Estate Agents to enhance their core offering?
Painfully, this is true. So much uncertainty in the market after the Brexit referendum in 2016. We saw confidence return after the General Election in December 2019 when we elected a majority government and then ‘wham’…who predicted a pandemic would bring the economy to its knees? But you know what, we still see cream rising to the top.

This industry has needed a big shake-up for some time, from regulation to the general moving process, and these forces have caused an acceleration to change. My top tip can be found on my LinkedIn profile and is themed around self-analysis (Kudos points for recognising the line): “Stop. Collaborate. And listen…

Stop - When a person is inexorable, they are stubborn. When a process is inexorable, it can't be stopped. This is a word for people and things that will not change direction. I have seen this industry shift and evolve so much, no less so than in this Prop Tech age. How often do you pause and take stock of the journey ahead? What worked for you 18 months ago may not have the same effect today.

Collaborate - Collaboration is all about teamwork. Not just with your own employees but the partners you choose to do business with. Some will hold you back because they are inexorable. However, others will assist to light up the path ahead and help to create a first- class experience for everyone involved. Who are you collaborating with?

Listen - More than one-third of all home purchases are now made by Millennials. As we know they are massively tech-savvy, liberal, and open to new ways of doing things. Leaders in our industry are focused on listening, engaging, and inspiring to create a flexible and collaborating workplace to benefit both its workforce and its consumers. Are people interested in your brand?

4) Customers are getting more ‘savvy’ these days with the rise of ‘DIY’ services online. Why is the Estate Agent still a vital part of the home moving experience?
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur”.

I refer to this Red Adair quote a lot. If you are worth it, charge it! Be proud of what you do and why you do it. This passion will create trust and influence clients to make decisions based on value, not price.

I’m not a fan of ‘Pic N Mix’ type operations where you choose which bits of the process you want to do yourself. I wouldn’t go to my favourite restaurant and ask to make the food myself to save a few quid! As I mentioned earlier, there is a lot more to it than promoting on a portal. I saw a post on social media recently where an estate agent was publicly thanking members of staff at several competitor brands that were involved in a particularly tricky chain. They collaborated to get their respective clients moving and that brought a smile to my face.

Unfortunately, we’ve all seen deals fall by the wayside either because of inexperience or a lack of desire to help once a sale is agreed upon. What would anybody expect the service level or aftercare to be like if they pay for it at the start? Finding a buyer is the fun part, it is up to agents to educate the client about what it takes to navigate through to exchange and completion.

5) From your past experience, what is the customer looking for when they approach an Estate Agent?
Having spent 16 years in Estate Agency prior to my time at Sort, I believe that what they are looking for today is no different from the heavily paper-based service in the early noughties. They want to know which agent best understands their needs and how they can help them here and now.

The general public doesn’t care about how many properties you sold last year, or if you currently advertise the most listings in your town. They have one house move and one opportunity to get it right.

So, keep your pie charts for internal use as they only serve to self-gratify. Build your presence and profile as the ‘go-to’ for help and advice. All clients have a motive, it’s about how relevant you are to what they want to achieve. What is your value?

Can we take the pain out of conveyancing? Watch the Silver Bullets interview

Who are Sort Move?
Designed by Estate Agents, for Estate Agents. They're a free portal for property professionals providing an end-to-end suite of innovative products and services to keep both your business and your clients moving.

Learn how they could help your agency by visiting their Kerfuffle page.

Here’s your exclusive kerfuffle deal:
For business owners: A free, one-hour consultation with our Head of Estate Agency Services, Tom Gilbert, to find out how you can use Sort Move to maximise your opportunities from ancillary services

For all branch staff: who register through Kerfuffle – we are giving away £250 Amazon vouchers each month.

To find out more and view the terms and conditions, click here.