The National Association of Estate Agents is hitting the small screen with a television advert aimed at reminding consumers of the importance of choosing a licensed agent.
Adverts for the NAEA are being broadcast on channels including ITV4, Home, Sky Atlantic, Sky Livingit and Discovery Home & Health.
Separate adverts promoting members of the Association of Residential Letting Agents are airing on the same channels from next week.
The organisations said the campaigns have been designed to reflect the importance of sound choices when appointing an agent to work with on any aspect of property ownership or rental.
Mark Hayward, Managing Director of the NAEA, said: “We are delighted with the finished product and we’re really looking forward to the first airing of these adverts.
"It is essential that consumers, whether buying or letting, look for NAEA and ARLA logos for peace of mind throughout the process. These advertisements were commissioned to help the public avoid unscrupulous agents who may, sadly, not have their clients’ best interests at heart.”
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Comments
"“We are delighted with the finished product..."
Sorry - that is the FINISHED PRODUCT??
Mr Hayward - whoever 'sold' you the concept for that advert saw you lot coming.
What a joke and a waste of money.....nobody cares who NAEA NFLOPP ARLA etc are, TPOS is much more recognised and respected.
All estate agents! Read this story, read the comments from solicitors about us and please leave an appropriate comment!
http://www.lawgazette.co.uk/practice/estate-agents-urged-to-involve-solicitors-earlier/1/5039329.article?PageNo=1&SortOrder=dateadded&PageSize=20#comments
Here is a quote we had from an advertising company specialising in TV ads.
The quote included two of the channels the NAEA mention above namely Home and discovery plus three others of equal obscurity
£10,000 per month for six months, for a 10 second day time only ad with a total number of plays over all five channels estimated at 3,016 and an estimated total of 37,500,000 views. £60,000 for six months.
Someone mentioned primetime and corrie. Now you are talking serious cash.
£10,000 per month for six months, for a 10 second ad on ITV Granada only. Day time only with the possibility of one 10 ad during prime time like Emmerdale. Estimated number of plays 375 over 6 months with an estimated total of 30,000,000 views. £60,000 for the six months.
If you increase the ad length to 20 secs you are looking at £120.000 for six months to reach the same total average of 30 million - ish views.
Now I've said this before, the public and I am one of them because I'm not an estate agent, doesn't know or care who the NAEA are and after 6 months and between 60 and 120 thousand pound spend, it seems to me that the large majority still won't know, or care who they are.
But I bet your subs will go up.
"...but at least clients money is protected"
NOWHERE in this press release is there any mention of money protection - it simply does not come into it.
Mr Hayward is quoted as saying "These advertisements were commissioned to help the public avoid unscrupulous agents who may, sadly, not have their clients’ best interests at heart.”
When the NAEA pay up for the first underselling of a property by one of their Members I'll bow to your superior knowledge of the business.
"Good intentions are worth Jack".
True - but they are 'worth' a sh!t-pile more than the ridiculous overvaluations we all see given by some Agents (a proportion of whom are "Licensed") in order to hit their instructions targets, I would respectfully suggest...
'elephantintheroom'... more like completepratonthenet.
Who worked out the tricky sum for you?
Some RICS and NAEA "good guys" I know are rotten to the core.
Indeed - but at least clients money is protected
Good intentions are worth Jack.
"...many agents who traded well for many years have still gone bust and consumers have lost money."
But this isn't about a company's ability to trade - it is about an individual's honesty, integrity and capability according to Mr Hayward's statement above.
"How do the public know who the good guys are?"
Helluva good question, London Agent. NOT because the NAEA says all their subbed up - sorry, I mean "Licensed" - Members are, that's for certain.
Some RICS and NAEA "good guys" I know are rotten to the core.
@A-gent - that's a silly naive comment
"ARLA can hardly boast a 100% record themselves"
True - but unlike those agents who know better and dont need any insurance because they have been trading for years without problem - then go bust - but its not their fault - The ARLA agents customers at least get their money back.
Thats the point - its no guarantee they wont fail - but at least the money gets returned.
@RayEvans - yes - on their personal stationery - which includes the business card they give to landlords.... its insane. They say its under review - it has been for over 3 years
ooh agentfred! - unless I'm much mistaken sour grapes - shame you didn't have the b@lls to do this instead of pretending you knew what you were doing/trying to make a name for yourself.
Licensed / RICS / taken an exam / advertised on TV; everyone knows Estate Agent = shiny suited liar.
As PeeBee points out, many honest agents trade without ARLA and only those with Locked In Syndrome lack the capability to appreciate this. ARLA can hardly boast a 100% record themselves and given the gradation of it’s own membership it would be foolhardy to allow hubris to govern their 15 minutes.
@ RICs Agent on 2014-01-10 12:59:16
Are you SURE that an individual (now exam qualified) NAEA or ARLA member can use the actual Logo? I thought that they could use their designatory letters but not the logo, unless their trading firm are 'licensed'.
Still very confusing though.
Utter rubbish. You have to provide a copy of your PI policy and aspiring members have to sit an exam. It's no longer 1980 - ARLA has changed.
Where they have failed is in raising public awareness - hence this story. I am not sure that the channels are the best ones, but I am sure the media people will have some useful stats to support the decision
The fact is consumers don't give a flying fig.
Buyers and tenants just want the best property for the best deal
Sellers and landlords want as much money as possible.
I also agree it's an utter waste of money - I have watched Sky Atlantic perhaps once.
Primetime listings for this evening:
Sky Atlantic - This is Jinsy (?)
ITV4 - Storage wars
LivingIt - Nothing to declare
Discovery H&H - Obese and Expecting
Are they going to advertise that their members are not really qualified and anyone who can spell their name can join and they don’t so much as check if they have even minimal PI cover?
That said the channels they are no one will see them anyway!
Are they going to advertise that their members are not really qualified and anyone who can spell their name can join and they don’t so much as check if they have even minimal PI cover?
That said the channels they are no one will see them anyway!
Are they going to advertise that their members are not really qualified and anyone who can spell their name can join and they don’t so much as check if they have even minimal PI cover?
That said the channels they are no one will see them anyway!
Sorry but isn't this a compete waste of my subscription? Unless spending loads of money on a regular basis it will make no difference to the profile of NAEA
" 29 years in and never been in trouble"
Woolworths managed 100 years. Lehman Brothers 150.
I understand your sentiment and no slur is intended, but many agents who traded well for many years have still gone bust and consumers have lost money.
How do the public know who the good guys are?
Licensed by whom? - Themselves.
Licensed means nothing to a consumer. The fact that an individual member can use the ARLA logo without their firm having CMP or PI Insurance is an utter disgrace and utterly disingenuous.
It has ADDED confusion to those people who know who ARLA is
Let's just wait and see how many people actually remember the adverts, because the channels on which they are booked are probably too obscure to have any impact.
I would like to see fewer ads but on mainstream channels if cost is the problem, and I'm worried that money might be wasted on those with only token viewers. I wonder if they will be just on in the daytime, which will miss the target audience?
I am perturbed by this 'Licensed' business.
Licensed by whom?
The impression could be given to the public is that this is a Government regulated license - it is obviously not.
All very confusing to the public?
Well said PeeBee, 29 years in and never been in trouble unlike some members of the Naea I know.
I run my business exactly the same way and also lose some business because I wont lie to the potential client.
I'm not going to say anymore because it will ruin my day and naea aren't worth it.
"...These advertisements were commissioned to help the public avoid unscrupulous agents who may, sadly, not have their clients’ best interests at heart."
Speaking as someone who must be described as an UNLICENSED Agent, I am incensed by this disgusting and unwarranted slur on those who simply elect not to feather the comfy nest that is Arbon House.
I work STRICTLY in accordance with ALL requirements, rules, Regulations and Legislation relating to our profession. My personal "Code of Practice" is WAY in excess of anything that the NAEA, RICS or any other 'body' (...read Members Club...) would ever churn out as playing lip-service to the "best interests" of their Members' clients.
I LOSE business because I am 'too honest' with vendors and others tell them whatever they want to be told - or more.
And, to top it all, this 'unlicensed' and 'unscrupulous' vagabond has already spent fifteen minutes of the morning speaking with two Chartered Surveyors, DOING THEIR JOBS FOR THEM!
Nuff said, methinks. That's totally p!$$ed me off for the day.
Thanks, Association - so glad you took my membership subs for a decade, never questioned once what I was doing, then slander me and others on TV when, according to many of your membership who post regularly on EAT, you should be putting your own house in order first.
Mmmm. It seems that the only people who will see them will be the unemployed and students.
How is it Northwood manage to advertise on Channel 4 (which included on demand & catch up) in primetime programs yet an organisation with thousands of members are lost on channels few people watch?
I am pleased NFoPP are embracing new technology such as Television - but I would rather see them sponsor Corrie for a couple of weeks than have a 30 second slot in a repeat episode of Midsommer Murders from 1985
this is great news, but the only channel that might be on in my house is ITV4 :(
Great News, good luck with the project and well done all at Arbon House - Chris Brown.