Agents want to know how public rate them

Despite difficult times, the Estate & Letting Agent Awards, known as the Estas, have received record entries with the closing date still three weeks away.

The Estas are the unique awards scheme whereby the only judges are the buyers and sellers who have actually used the agents. Agents can register to enter the awards and distribute forms to the public, but have no further input. Members of the public return their feedback forms direct to the organisers.

Numbers of agents who have entered are up almost 100% on last year, with nearly 400 agents competing for the title of Best Estate Agent or Letting Agent in the UK as voted for by the public.

Simon Brown, managing director of Awards For Business which runs the Estas, thinks a large part of the success is down to the public relations value the awards have.

He said: “I think most agents realise that 2010 is still going to be a difficult market and the key to success will be keeping or raising an agency’s profile in the local community. Our PR support ensures that any agent who enters the Estas can make the most of their involvement. Every agent that signs up for the scheme is making a very public statement to their clients that they are committed to high levels of customer service, whether that be maintaining or improving them.”

All agents who enter can display the generic awards logo. They are also provided with a bespoke press release which can be sent to local media.

Brown added: “We have an excellent network of over 100 regional newspapers and radio stations we keep informed about the awards. Once we announce the shortlisted agents in each region (the top 10 in 12 regions are shortlisted), all media are informed and agents automatically receive an upgraded ‘TOP 10 Agent’ logo and new press release.” 

On April 15, Phil Spencer, who has supported the awards since their inception in 2003, will announce the Gold, Silver and Bronze winners in each region, and the Grand Prix awards.

Mark Willet, director of Porter Glenny in Essex, who won this year’s Grand Prix, said: “Winning the award was quite simply fantastic. It has helped further strengthen our position as market leaders where we trade. The awards are a great endorsement, coming from previous clients, and that really impresses potential new clients. There can be no doubt that these awards have increased our market share.” 

Brown said: “There’s still time for agents to take part in the Estas 2010. We are accepting entries up to December 31 and the deadline for votes back from the public is not until February 1.

“It’s an ideal time to get in touch with clients and remind them you are committed to improving your services as an agent.”

Every agent that registers will also receive a Client Feedback Report giving a detailed breakdown of all the data received from clients, with regional and national comparison figures.

The Estas are supported by RICS, Estate Agent Today and HomeLet.

To enter, go to www.estateagentoftheyear.com