Chris Watkin - the famous industry content creator, ghostwriter and trainer - has made a series of controversial statements about agents in a new video.
In an interview with Chris Buckler for Estate Agent Today, the renowned Watkin says that agents are often too egotistical and talk about themselves too much, and risk losing business as a result.
Instead, agents who give out excellent and authoritative information - free of charge - are likely to be regarded as experts by customers.
It’s a crisp five minute interview with tips from Watkin and his own ‘big reveal’ - that is, the estate agency that he thinks most gets it right when it comes to communications.
It’s an exclusive for EAT readers.
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Christopher is a very, very good friend and we agree on so much, but I have to disagree on this.
Agents don't talk about themselves enough. What they talk about is their competence not their character. Two very different things.
I believe vendors are first interested in Who an agent is - not in how competent they claim to be.
Further, that the solution isn't to freely share information in order to position oneself as an 'expert', but instead to share core values, beliefs and convictions in order that vendors may find affinity.
We first use the emotional side of our brain to discover things of interest. Then, we use the left side for logical analysis. Sharing information only works once a vendor has that emotional connection. We don't usually care what people say unless we care about Who they are.
Estate agency is drowning in information, yet sadly lacking in people we can trust. More and more information won't solve that problem.
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