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Guild launches marketing tool to lure vendors from rival agencies

The Guild and Fine & Country are launching what they call “an automated prospecting service” to enable members to target sellers who have instructed rival agents - asking them to reconsider their choice.

Members can choose from a range of ‘trigger points’ during marketing: when these are hit, direct mail cards and letters will be automatically sent to the targeted home that is on the market with another agent.

Trigger points include when a home is withdrawn from the market, when the price is lowered, and after it has been on the market for a number of weeks. It will also allow agents to blacklist any homes that agents do not wish to contact.

“The aim of the system is to reduce the amount of time needed for prospecting new business. It is also very targeted, so there is a higher chance of success” claims a statement from the Guild.

The service has been created in partnership with a customer intelligence firm expanding into the property industry. 

“This is a fantastic way to increase business for Guild members while freeing up their prospecting time to better serve their existing clients” explains Iain McKenzie, the chief executive of The Guild.


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