As the market for 2025 is uncertain and transaction levels are adjusting– now is an ideal opportunity to review service and fee levels. One of the best ways to avoid being challenged on fees is to understand how to present your services as experts and in a way that you are able to differentiate from others in your market place.
The consumer is evolving – they want to be confident in your knowledge and expertise and to be offered advice rather than feeling sold to.
1. Start by understanding your customer using good questioning.
How well do you know your landlords and sellers?
How confident are Landlords in chasing unpaid rent? How up to date are they with legislation? ….. Would they benefit from a full management service?
How well do you know your seller’s circumstances? What advice can you give? Should we be advising on auction? How far have they got getting their house on the market? What is stopping them from listing now?
2. Ensure that your selling messages are delivered as advice.
Relate the service offered to the information you have found out about the customer.
Does your client need market advice or advice about how to present their property effectively / safely for sale or let? Mortgage advice is essential so present this as advice and not a sales pitch.
These conversations are all opportunities…. could you upsell to property management, are they buying more properties, do we manage all their properties? How much do they understand about different methods of sale?
3. Know your service
How well do you understand how your service is different from other agents in your area?
Do you do quarterly routine inspections rather than 6 monthly? If so – your fees SHOULD be higher than an agent who does them 6 monthly!
How do you manage sales progression? Do you outsource, use a management platform, have dedicated sales progressors, do you have “Nelly” – the best sale progressor on the planet!…..
Brainstorm with your team about what they feel differentiates and use this as your starting point.
4. Sell the benefits of your service specific to your customer.
Can you explain your services in a language that will engage with your prospect client or are you using too much agency jargon? Don’t mention every service – just pick those that are relevant. Tailor your presentation.
5. Know when to push for business and when to stand back.
This is a big decision for your customer and being a pushy salesperson may work against you. This doesn’t mean that you don’t ask for the business BUT that if the client isn’t ready – you agree next steps with them and you manage a proactive follow up process.
The 2025/2026 market is full of opportunity. Looking at alternative revenue streams and fee levels is key. Focusing on your role as Trusted professional advisor in your community will help to differentiate your service.