PBK turns the tables on EAT's editor

As we move into a New Year, NFoPP chief executive Peter Bolton King turns the tables on EAT's Rosalind Renshaw and asks the questions
 
PBK: Ros – perhaps I could start out by congratulating you on your recent Outstanding Contributor Award. This is thoroughly deserved and leads me to my first question. You have been involved in our industry for many years. Over these years there have been many changes, but which do you think has been the most significant?

RR: The internet, the arrival of the Ombudsman and the last OFT report. Whilst we have not seen its effects yet, the overall thrust that there needs to be more innovation in estate agency and that non-traditional models should be encouraged could be hugely significant.

PBK: At the recent Awards day, we saw many examples of agents making full use of new techniques and being prepared to challenge the norm. This makes me reflect on whether the gap between the best agents and the average agents is growing. Do you agree with this?

RR: I am all for agents challenging norms and embracing forward-thinking ideas. As we know, agents are very hot on finding something to differentiate themselves from the competition, and that is understandable. My caveat is that this is not necessarily the same as being better. If an agent has QR codes but takes three days to reply to an email, then the customer will be less than impressed.  
 
PBK: Similarly, you and I continue to come across some horrendous practices which reflect very badly on our industry. Do you think, over the years, that generally standards have improved?

RR: Undoubtedly there have been huge improvements among sales agents. However, I do find it scandalous that there are still crooks flourishing in the lettings side of the industry, almost with government blessing. These people face no hurdles to set up a business and find it easy to misappropriate client money, whether by design or incompetence. They rarely face prosecution and, when they do, get laughably soft sentencing.
 
PBK: Where do you therefore stand on the better control of agents, bearing in mind anyone can set up a sales or lettings agency?

RR: I think the Estate Agents Act should be amended to include letting agents.
 
PBK: The NAEA and ARLA have worked hard over the years to raise the bar by introducing an entry qualification, being the first to insist that PPD members belong to a redress scheme for sales and more recently lettings. In addition we provide numerous member benefits such as help lines and many hundreds of training courses a year. What do you think the true industry’s perception of the organisation is?

RR: I think you should ask your members! However, it is pretty clear that some membership issues have been contentious – notably licensing and ARLA’s stance over SAFE. Oh, and your automated telephone answering system at Arbon House is awful!
 
PBK: One of the other major changes you will have seen is the shift into the digital age. This allows anybody to instantly respond. However, there are also many who feel that they are sinking under the relentless flood of emails and the increasing requirement to be part of the Twitter, Facebook and LinkedIn groups. Do you see this as an essential part of an agent’s job these days or should we be choosier?

RR: I personally find LinkedIn quite useful from a professional point of view, but generally the business benefits of social networking have so far been hard to assess. Having said that, there are agents who can make it work very effectively and specifically – for example, the use of Twitter to communicate with student tenants. The use of social network harnessed to agents’ business is, however, likely to change.
 
PBK: On EAT and LAT you allow anonymous posts. Do you feel that this is the right approach?

RR: Yes, I do. I feel the same way about it as the right of all voters simply to put an X. The internet is a responsive medium and a great promoter of free speech. There is also a well-established custom of using pseudonyms when people post up comments, not just on our sites but on most others, and that would be very hard to police. I don’t believe we should be putting obstacles in the way of people who would like to voice opinions.
 
PBK: This anonymity leads at times to some very questionable language, with personal attacks that some would say verge on being libellous. You yourself have criticised this as ‘playground language’. Are you happy with the quality of comments and do you think that the more extreme comments are in keeping with what we all hope is a professional industry?

RR: To a very large extent, the posts and responsiveness of readers make our sites the success that they are. Of course some of the comments are close to the knuckle. But generally speaking, our posting communities are remarkably self-policing. Readers are very quick to tell me if they find a post is offensive and I can remove it. I do try to keep on top of the posts and remove any which are obscene or libellous, or which pass themselves off as having been sent by someone else and yesterday, I took down one post which was a blatant attempt at free advertising. I have also removed one post which was racist, but perhaps it is worth pointing out that it was the only racist post  in the three-plus years we have been going. Obviously, there are some posts which are not tolerable. In practice, however, I remove remarkably few posts, including those which simply express opinions and criticisms – including criticisms of EAT and LAT! I think the large majority of posts are absolutely fine and are well worth reading – and at best, provide clever and witty insights.
 
PBK: Looking forward, I am obviously asked what I think the market is going to do and what the outlook is for sales and lettings agents. What do you think the future holds for the industry?

RR: Everyone seems to be predicting more of the same – ie, low sales transactions but busy times on the lettings side. However, the market has a habit of having tricks up its sleeve, and I do wonder whether the London property bubble might implode, with some unexpected consequences.  
 
PBK: Finally, and before I wish you all the best for 2012, what is it about our industry that has kept you involved for so long? We clearly can’t be that bad!

RR: I have written about property and agents for a long time. From a journalist’s perspective, it’s ideal – it’s constantly newsy, often unpredictable and controversial, and it’s something that really matters. I have always enjoyed it because there is always something new. I have also always felt strongly that the large majority of agents work intelligently, conscientiously and honestly. They would be an asset to any profession. They put in long hours, and do not deserve their bad image. It isn’t, after all, as though they are politicians – or even journalists!