The founder of the trade group seeking to represent independent agencies says he hopes the National Association of Estate Agents considers expelling agencies that ‘insult’ the majority of its members.
Once again Charlie Wright, who set up the Charter for Independent Estate and Letting Agents, has focussed on Purplebricks.
In a blog on the group’s website he says of the NAEA: “Their silence over the marketing conduct of PurpleBricks who openly insult the majority of their member base is staggering and I can only hope they are having urgent discussions as to how they can change their rules and expel any member who behaves in such a way.”
In the rest of the blog - which is a more general critique of corporate agencies’ superior marketing budgets compared with those of independent operators - Wright says the NAEA and the Association of Residential Letting Agents have “resolutely refused to stand up for independent agents, because of course their articles prevent them from favouring any one member, or group of members, over any other.”
Wright says the Propertymark bodies make “a first class training organisation and I commend their courses and qualifications to every individual who wishes to further their professional expertise” but says in terms of branding “the NAEA/ARLA is unable to help independents in the battle against corporates and call-centre agents.Their hands are tied and it’s not their fault.”
The argument developed in the blog is that even high-achieving independent agents end up losing instructions to corporates and online rivals because of the strength of their marketing spend.
“The long term drip-drip effect of corporate marketing on the home selling/letting public is probably the only reason that corporates win any business at all. Yes, there are some perfectly good corporate agencies out there with some of the best individuals of all working in them. However, when the governing motivator is hitting monthly targets set by head office, this necessarily precludes the ability to go the extra mile for the client in the way that independent agents do all day, every day, whilst getting no public credit for it” he writes.
“The poor industry reputation is absolutely in the interests of corporate and call-centre agents. It is precisely how they market themselves against the ‘hordes of rogue independents who deserve the terrible reputation they have’” says Wright.
You can see his full blog here.