Matt Giggs - achievements...Rightmove. Daniel Barea is a leading Insights Analyst who specialises in...
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Transcript of Matt Giggs - achievements...Rightmove. Daniel Barea is a leading Insights Analyst who specialises in...
Matt Giggs - achievements
• Countrywide between 1996-2012 - Won every regional and national award in all positions in this period.
• 13 Number one branches in separate locations across, Beds, Cambs, Bucks and Northants
• Started Giggs & Co in May 2012 and listed/sold more than anyone else in year 1
• Number one on listings in 3 months
• Number one sold boards 4 months
• £300k turnover and £85k net profit in first 12 months
• £650k turnover year 2 £280k net profit in year 2
• £1,050,000 turnover £500k net profit in year 4
• Number 1 agent for 18 Consecutive quarters (230 weeks)
• We achieved MUCH of the above in just 2 years 7 months from a serviced office 2.5 miles from theHigh Street.
Brain Conflict
Mindsetgrowth
Mindsetfixed
Do you understand your mindset?
An old Cherokee is teaching his grandson about life.
“A fight is going on inside me” he said to the boy. “It is a
terrible fight and it is between two wolves.
One is evil - he is anger, envy, sorrow, regret, greed, arrogance, self-pity, guilt, resentment, inferiority, lies, false
pride, superiority, and ego.”
Hecontinued...
“The other is good - he his joy, peace, love,hope, serenity, humility, kindness, benevolence, empathy, generosity,
truth, compassion, and faith. The same fight is going on inside you - and inside everyother person,too.”
The grandson thought about it for a minute and then asked his grandfather, “Which wolf will win?”
The old Cherokee simply replied, “The one you feed.”
Daniel BareaRightmove
Daniel Barea is a leading Insights Analyst whospecialises in consumerbehaviour.
For the past two years he has worked with Rightmove, providing insights that help shape the company’s strategy in engaging with its vast customerbase.
Having access to one of the UK’s largest online audiences places him in aprivileged position to acquire a deepand unique understanding of themodern-day consumer within the property industry: who they are, what motivates them,their expectations, frustrations, and challenges.
Daniel aims to use aconsultative approach which cuts through unnecessary jargon and lands a message that brings data to life and offers truevalue.
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“The Modern-day Home-mover”
A closer look at the consumer journey of sellers and buyers.
Daniel BareaInsights Manager
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“You’ve got to start with the customer experience and
work back from there. Not the other way around.”
-Steve Jobs
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3 stages of selling a home
Stage 2: On the marketProperty advert, viewings, negotiation
Stage 1: Choose an agentI. Choosing who to call for valuationII. Choosing who to instruct
Stage 3: Post SSTCConveyancing and progression
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2016 Seller Survey – 5,420 respondents
81%Of sellers instructed a different agent
than the one they bought from.
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Stage 1: Choose an agentI. Choosing who to call for valuation
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Stage 1: Choose an agentI. Choosing who to call for valuation
Knowledge of the local area 73.7%
Other properties they are marketing 47.2%
A recognisable brand 41.5%
Information about their team and expertise 27.7%
The range of services they provide 27.7%
Testimonials from satisfied customers 24.2%
Other 10.1%
Industry affiliations 7.8%
Q: When shortlisting and deciding which agent to invite out to value your property, what do you look out for?(Respondents were allowed to choose multiple responses)
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Stage 1: Choose an agentI. Choosing who to call for valuation
First impressions all important:
What is most important in the response to your enquiry?
1 2 3“The QUALITY of
the response”
“The PROACTIVITY
of the response”
“The SPEED of the
response”
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1out of 10Of sellers said fee was most
important factor
Stage 1: Choose an agentII. Choosing who to instruct
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Stage 1: Choose an agentII. Choosing who to instruct
18%Of sellers chose agent that offered
the lowest fee(of those who did an appraisal)
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Stage 1: Choose an agentQ: After inviting a few agents to value your property, what would make you decide who to instruct?
First time sellers
Their knowledge of the local market 40.2%How they intend to market your property 16.2%Clear reason for the asking price recommended 16%
Experienced sellers
How they intend to market your property 30.6%Their knowledge of the local market 19.7%Fee 18.4%
Investors
Their knowledge of the local market 23.7%Fee 23.5%Their knowledge of the local market 22.7%
Their knowledge of the local market 29.9%How they intend to market your property 23.4%Fee 17.3%
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Stage 1: Choose an agent
• Best price
• Quickest time
• Committed buyer or tenant
• As little stress as possible
II. Choosing who to instruct
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“Kyle seems genuine…I think he’ll do a good
job…”
“I felt like she actually listened…”
“There just wasn’t a
connection...”
“I’m not sure…I guess it felt like the right choice”
Stage 1: Choose an agent
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Trust: the ultimate differentiator
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Stage 2: On the market
Q: Once you've instructed an agent, what is most important to you?
Sellers Landlords
Regular communication about the sale/rental of your property 55.1% 56.2%
Ensuring your property gets maximum exposure to buyers/tenants 26.1% 8.2%Getting your property on the market quickly 9.2% 30.5%
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82%Of sellers said they’d like to hear from
their agent at least once a week.
Stage 2: On the market
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Stage 2: On the market
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Stage 2: On the market
Keep sellers updated on your efforts
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Stage 3: Post SSTC
Do sellers understand the scale of your job?
POST SALE AGREED SERVICE VALUED AT:
8%
• There is often a sense of loss of control after offer is accepted.
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Stage 3: Post SSTC
POST SALE AGREED SERVICE VALUED AT:
8%
30%of sales fall through after SSTC
On average
Do they know?
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“My partner works fulltime but hasn’t a
fulltime contract. Can we get a mortgage?”
“Excellent till sale agreed, the sales progressor was not, and conveyancer recommended by the agent was even
worse.”
“I don’t understand what’s happening! Should I do the
chasing myself?”
“Our mortgage deal may run out before exchange. Can we extend it?”
Stage 3: Post SSTC
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Post offer service levels offered by EAs
Base: 857 Rightmove sellers who had recently completed a sale of their property
Which of the following statements best describes your experience of the service your estate agent provided after you had received an offer?
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The better the post offer service, the higher the overall customer satisfaction
Base: 857 Rightmove sellers who had recently completed a sale of their property
Figures are % who were satisfied with the overall service received from their EA
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Summary
• Buyers are sellers are buyersThink of the journey in its entirety
• Know your customerNo one-size-fits-all approach will work
• Find ways to win trustIt is the ultimate differentiator
Sam AshdownMarketing coach to award winningagents
Sam Ashdown is a digital marketing specialist to the property industry, specifically to independent estateagents.
She helps agents to grow their businesses through smart and innovative marketingmethods.
Sam has been featured in the Sunday Times, Bricks and Mortar, The Telegraph, House Beautiful and she is the current editor for Estate Agent NetworkingUK.
Sam is prolific on all social platforms, and has a social audience of over50,000.
She travels to conferences all over the world, including Social Media Marketing World, Content Marketing World and Traffic and Conversion, all in the US.
She has also travelled toCanada,the US, Nassau and Iceland, researching forher upcoming book on international realestatemethods
With Sam Ashdown
Get Through More Doors
in 2017
Hi, I’m Sam
www.samashdown.co.uk
www.home-truths.co.uk
(and George) www.ashdownjones.co.uk
Friend me!
Bragging rights
I travel a bit
to learn about this stuff
And meet lots and lots of independent estate and letting agents
I’ve learned one thing above all
SUCCESSFUL AGENTS WORK SMARTER
NOT HARDER
AND TAKE SWIFT AND DECISIVE ACTION
THE PROMISE
How you can use my revolutionary PREDICTION MARKETING to Attract your ideal clients by being their trusted source of advice Anticipate what your future clients will want Build trust over time How to not just get on their shortlist, but be their favourite agent.
Here’s what I’m going to show you
SOUND GOOD?
THE PROBLEM(Why this idea is so important
RIGHT NOW)
You’re not getting through enough doors.
Your phone isn’t ringing
Marketing is getting more and more expensive
In fact, most traditional methods of marketing just don’t work today
THE PITFALLS(These are NOT the answers)
Spending a ton on Google Adwords
Buying newspaper space each week
A pretty, pricey website
Complicated customer relationship management software
Sending out thousands of leaflets each month.
How happy are you right now with your market
share?
More leads= More appraisals= More instructions= More sales = More money
What do you want?
= Happy You
What’s stopping you?
TimeMoneyKnow-how
TimeMoneyKnow-how
168 hours
TimeMoneyKnow-how
100 x ROI168 hours
??
Know-how
(That’s where I come in)
How much is it costing you right now
to have an empty diary?
Let’s do the maths
• Average fee £3000• Conversion rate 60%• Revenue per Val = £1800 • 5 new Vals per month
= an extra £108,000 a year
Could Prediction Marketing get
you 5 new Vals a month?
Answer their Googled questions
So you become top of mind before they sell
And then be their choice of agent when they sell.
Prediction Marketing Is SIMPLE. Just….
Let’s talk aboutAwareness
The 5 Phases of Awareness
1. NO AWARENESS
2. LOW AWARENESS
3. MEDIUM AWARENESS
4. HIGH AWARENESS
5. PRIME CHOICE
Rely on touting and joint instructions.Under charge, over promise
Low quality, low conversion -price dependent
A credible alternative.Better fees and higher quality property.
You are their favourite. Fee less important than service, values and personality.
You are the ONLY agent through the door.Fee unimportant.
TRUST GAP
But how do you achieve awareness
when…
You can be amazing, or you can be useful. Which is easier?
“ “
In 3 STEPSPrediction Marketing
Identify your perfect clientSTEP 1
WHO’S YOUR IDEAL VENDOR?
Create ContentThey’ll Love
STEP 2
Telling not selling
What are they Googling?
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The 7 Stages of Selling
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5
6
7Home
fits
Feelingsqueezed
Housetoo small
What if?
How?When?
Who?
Go!(instruct)
STATUS QUO
WONDERING
CONSIDERING
PLANNING
COMMIT
Align your content with their journey.
With them at every step
STATUS QUO
CONSIDER
PLAN
COMMIT
WONDER
PHASE CONTENT
Home organisation tips
Extensions, home offices, loft conversions
Timing, DIY or full service, choosing 3 agents
Questions to ask at a valuation, how to prep for sale
Viewings, offers, processes
STATUS QUO
CONSIDER
PLAN
COMMIT
WONDER
PHASE CONTENT
Home organisation tips
Extensions, home offices, loft conversions
Timing, DIY or full service, choosing 3 agents
Questions to ask at a valuation, how to prep for sale
Viewings, offers, processes
Online valuationopportunity
Remember –content is not just blogging!
Know why you’re doing itSTEP 3
300 visitors/month
2010 - I discovered blogging
2011- 1,000 Now6,000+
visitors per month
2004-2009
2014 - 3,000
Just by blogging
Don’t just take my word for it…
“Agents should blog as it helps position them as the authoritative go-to agent in their area”
Maurice KilbrideCheadle
“It showcases our talents/expertise, shines light on our ethics and the work we put into each and every client.”
Victoria GreenVMove
“It's all about positioning yourself as the expert so you attract business rather than have to scrap for it.”
Perry PowerPower Bespoke
1. Identify your perfect client2. Create content they’ll love3. Know why you’re doing it
PREDICTION MARKETING: 3 STEPS
Change (or become irrelevant.)
Sam is different. She is exceptional. I have been in this industry for a long time, but learn something new every time I speak to Sam.
“ “ERIC WALKERMD, NORTHWOOD
Unless you are a competitor of mine, I highly recommend you give Sam a call.
“CHARLIE PERDIOSOWNER, ANTHONY PEPEBEST LONDON AGENT, NEGOTIATOR AND TIMES’ AWARDS
“
I owe every bit of my amazing success to Sam Ashdown“
“KARREN,LONDON
Sally LawsonARLA President-elect
Sally started investing in property at the age of 18 with the purchase of her first flat – and set up her lettingsagency at the same age.
By 2005, Sally’s Letting agency wastotally systemised and operating without her,so she felt she needed a newchallenge, so she started working as a consultant helping other letting agencybusinesses systemise and smooth their back end systemsover.
To promote the business in the early days, Sally found that the best way to generate interest from a national brand, was through social media and online content, a real benefit of this in particular, was the exceptional reach potential, and zerocost.
Harnessing the power of social media, Sally has now reached over 7 million people online, utilising numerous accounts on Facebook, Twitter,LinkedIn, promote her own brand ofoperations.
Sally is now a speaker and was awardedInternational Speaker of the Year by the PSAin 2015. She is also President-elect ofARLA.
Sally LawsonMARLA, MNAEA, ARLA Vice President
Title TextBody Level OneBody Level TwoBody Level Three
Body Level FourBody Level Five
GROWTH STRATEGIES
FOR AGENTS
INCREASED COMPETITION
ONLINE AGENTS
INCREASED LEGISLATION
THE MODERNLETTING AGENTS
PLIGHT…
CHANGES LOOMING…
• Tenant Fees Banned - more cost efficiencies• Client Money Protection for ALL agents• Agents needing to be licensed (in Wales
already) • Landlords having to be licensed (in Wales
already)• Fixed Fees and Banning order for failings in
compliance • Removal of section 21 possible• Longer tenancies likely
PROPERTY AGENCY
INTENSIVE
LAWSONS 1990-1995
INCOME
INVESTIGATE
INVEST
INCREASE
INSPIRE
AGENCY INCOME OPTIMISATION
WHAT DID YOU DO 10 YRS AGO
V
NOW
WHAT DO YOU DO FOR
FREE?
WHAT LAYERS CAN
YOU ADD?
SYSTEMISATION
YOU NEED TO KNOW THE NUMBERS
YOU NEED TO ACHIEVEHIGHER NUMBERS
INCOME
INVESTIGATE
INVEST
INCREASE
INSPIRE
AGENCY INCOME OPTIMISATION
Sally LawsonMARLA, MNAEA, ARLA Vice President
What is your companies vision?
A VISION STATEMENT is your business’s ticketto success. A photograph in words of yourcompany’s future, it providesthe inspiration for your team, dailyoperations and your strategicdecisions.
Without a vision statement, effective planning becomes impossible; it’s the vision statement that provides the destination for the journey, and without a destination, how can you plan the route?
If you don’t have a vision statement, don’t panic. I bet you do have a vision of what you want your business to accomplish; you just need toarticulate and formalize it.
We help clients create their vision so it becomes a reality!
P.S It isn’t hard to write a vision statement. But it is sometimes difficult to write a vision statement that truly encapsulates your vision for your company. When you write your vision statement, make sure that you have chosen the vision that is mostimportant toyou.
Matt GiggsDESTINATION
Anyone can start an estate agency as we all know. The key to being a successful agent isa clear understanding of...
• what does your company look like in the next 3, 5, or 10 years?
• what do you want to become?
Your Purpose
HOWPROCESS
WHYPURPOSE
WHATPRODUCT
People don’t buy what you do... they buy why you do it!
* Simon Sinek The Golden Circle
For what reason are you here?
What would you like your contribution to be to others?
What personal strengths can you add to the bigger world out there?
Remember: “Whatever is on top, runseverything underneath.”
How to build ahigh performance and fearless team!What does outstanding look like?
Focus on Collective OutcomeFocussing on...
Full Attainment of CommitmentsEmbracing...
Clarification and Buy InAchieving...
Constructive DebateMastering...
Vulnerability without Fear of
RepercussionsBuilding... Trust
Conflict
Commitment
Accountability
Results
* Lencioni model
D I
C
S
Dominance• Direct• Results-orientated• Firm• Strong• Forceful
• Analytical• Reserved• Precise• Private• Systematic
Conscientiousness
Influence• Outgoing
• Enthusiastic• Optimistic
• High-spirited• Lively
• Even-tempered• Accommodating
• Patient• Humble• Tactful
Steadiness
Seek to understand before being understood
* RRIproperty
A
Training and Development with Results10
9
8
7
6
5
4
3
2
1
Others (70offices)
Office 12
Office 11
Office 10
Office 9
Office 8
Office 7
Office 6
Office 2
Office 3
Office 4
Office 5
252
88
88
885050
4849
323436
47
283
PE19 8, PE19 5, PE19 6, PE19 1, PE19 2, PE28 0, MK443
Sales Agreed Report
Implementing actions will get the rewards and fulfil the potential of what is already around you. Make a commitment to today and to your future and know exactly what you want in your mind’s eye.
Matt GiggsPERFORMANCE
SOFAR...
• YOU KNOW AND UNDERSTAND EXACTLY WHAT YOUR CLIENTS WANT
• YOU KNOW NOW HOW TO GET THROUGH EVEN MOREDOORS
• YOU KNOW HOW TO CREATE A POWERFUL VISION WHICH MEANSSOMETHING
• KNOW HOW TO BUILD A TEAM THATDREAMS
• YOU HAVE HEARD FROM KARREN ABOUT OUTSTANDING LEADERSHIP AND A GROWTH MINDSET
Yet, there is still more...
Baroness Karren Brady
Baroness Brady of Knightsbridge CBE is one of the most influential, highprofile and respected female business leaders in the UK.
Voted Business Woman of the Year, Ultimate Entrepreneur and rated among the 50 most inspirational people in the world, she is passionate about business and the promotion of women in business in theUK.
Karren is CEO of West Ham United Football Club, one of the leading London Premier League football clubs and currently valued at £800,000,000, as well as Senior Non-Executive Directorof Syco Entertainment, a company jointly owned by Simon Cowell and Sonyand leading retail multinational Taveta Investments, owner of global brands including Topshop.
Lady Brady was made a life peer by the Prime Minister, entering the House of Lords in 2014 and received a CBE from the Queen for her servicestobusiness, entrepreneurship and women inbusiness.
Do you understand the numbers in your business?
Do you know where to grow your business?
CONVERSION RATE %=
SALESX
=
2016 2017 (10% Increase)
VALSX
CONVERSION RATE %=
INSTRUCTIONSX
GROSS REVENUE£
EXCHANGE NO.X
AVERAGE £INST=
130
CONV. RATE %
5 Key Drivers to Growing Your Business
2016 2017 (10% Increase)
Can you realise your REAL potential?
400 440
45% 50%
180 220
CONVERSION RATE %=
SALESX
=
VALSX
CONVERSION RATE %=
INSTRUCTIONSX
GROSS REVENUE£
EXCHANGE NO.X
AVERAGE £INST=
CONV. RATE %
60% 66%
108 145
70% 77%
76 112
£3000 £3300
£228,000 £369,600
So for the extra £141,000...We only need to make small minor incremental increases.
What can be achieved in your company?
Do you want to understand the numbersand grow your business?
Our achievements are attributed to coaching/ mentoring and constant mastery of what we do.
ORGANISATIONAL HEALTH
01.BUILD A
COHESIVE LEADERSHIP
TEAM
02.CREATE CLARITY
04.REINFORCE
CLARITY
03.OVER
COMMUNICATE CLARITY
The Belief Cycle
BELIEFThe amount of Belief you have
determines the amount of Potential you can tapinto.
RESULTSThe Results you get
determine your belief in yourself.
POTENTIALThe amount of Potential you tap determines the amount of Action
youtake.
ACTIONThe amount of Action you take determines the Results you get
* RRIproperty
