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Graham Awards


Cut the crap: estate agency calls time on over-used industry buzzwords

Last year it was ‘disruptor’ and before that came ‘exclusive’ - now, according to one estate agency at least, the over-used industry buzzword of the moment is ‘innovative.’

A league table of commonly used words and phrases has been drawn up by the hybrid Agent & Homes agency that uses the increasingly-popular ‘hub’ concept (it’s new - you could almost call it ‘innovative’).

"We can see from our research that although many estate agents are trying to be different, much of what they say on their websites is largely the same" says Rollo Miles, founder of Agent & Homes.


He’s looked at over 40 London estate agency websites to draw up a league table of buzzwords which will be all too familiar to journalists as well as agents.

The top five most commonly used - as well as 'innovative' - include claiming to have an 'in-depth knowledge', working to ensure a 'smooth process' and providing a 'tailored service' as well as using 'cutting-edge technology'.

Other words and phrases which appear across many agencies’ websites are 'bespoke’ and ‘integrity', claiming to know something like the 'back of a hand' and promising to 'go the extra mile' for clients.

Miles says: ”Of course, many of these long-established firms may well be innovative or offer in-depth knowledge. However, we believe that true innovation in estate agency comes from adopting an alternative business model which is designed to cater to the needs of the modern consumer.”


Agent & Homes’ agents - the firm calls them ‘consultants’ - are self-employed estate agents operating across London from a central hub in Notting Hill.

"We grew tired of seeing agents continually describe themselves as gurus and experts when in reality they were merely acting as door-openers," says Bob Crowley, who co-founded the agency with Miles in June of this year.

"All of our agents have experience of their patch and aim to foster genuine lasting relationships with clients," he says.

The agency currently has 12 agents “with more consultants joining shortly” according to an update from the company.

So far it’s taken over 40 sales instructions and over 200 lettings instructions and claims to be “already competing well” against long-established firms.

Poll: Do agents use too many buzzwords and cliches


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    Directly cut and pasted from their own website
    "reputation for achieving the very best sale prices"
    "has built a loyal client base and strong network" x2
    "willingness to go the extra mile to achieve his clients’ goals"
    "strong reputation for helping sellers"
    "over 15 years of property experience"
    "His local knowledge and personable service are strong attributes"
    "completely bespoke & better service" etc etc
    .....and they have a profile for the office dog....like loads of country agents....brilliant! Wish I could be as innovative!

    Justin P


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    I'd like to see the term 'microsite' disappear along with the actual money wasting concept. Hands up who looks at microsites on their mobile phone? That's right, you can't.

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    Even better...he is an extract from the EAT interview with Rollo Miles, and I quote.......
    "Who are you and what does it say on your business card?
    It just says “Agent” for, at the end of the day, that is what I am: an estate agent and proud to be one."
    Thought they were all consultants!


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