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Agents told to emphasise their local expertise to win business

Estate agents are being advised to emphasise to customers that they are local experts.

“Show [the public] that you really know your stuff, and show them that you’re the kind of agent that they would go to for advice, even if they’re not going to work with you straightaway” says Rory Black, director of property market intelligence company Dataloft.

In a video interview for Estate Agent Today, Black tells Chris Buckler that if agents can be identified by local expertise and their market information, then they become “a fountain of information and knowledge” who will be on the radar of people when they come to sell.

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Simply listing large numbers of homes for sale and explaining how well a company has done does not necessarily build brand loyalty, whereas becoming a trusted expert - built up over time by good content on websites, newsletters and other marketing channels - will pay dividends.

It’s a tight five minute video interview, below, exclusively for EAT. 

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