The Young London property management agency in Central London is a company with an approach I really admire. CEO Neil Young, who founded the Young Group back in 2003, is one of those people with a habit of getting his name and face in all the right places as a commentator on the state of the property sector.
I'm pleased therefore to have Neil provide today's guest blog on the value of informing your customer base.
"Why do estate agents do how-to guides? They don't charges readers for them. In some cases they could make the agent's job more difficult by educating the reader.
I accompanied one of my consultants on a viewing recently (it's good to see them in action). The property was not appropriate for the applicant, however I was really pleased when I heard my Consultant saying to the applicant that she would email over a link to our Viewing Checklist guide.
The applicant looked surprised – I think she was more used to a cold shoulder seeing as she was not interested in the property just viewed rather than a helpful guide.
Why was I so pleased?
Well, think about the last time you went to a restaurant and the service was great, or when you went to a shop and got really good advice. Most people's reaction is to tell others about the positive experience. Too often in our industry people expect bad service and dread having to deal with a letting / estate agent. However, when they experience good service they remember it, and better still, they tell others.
These guides are in fact more than good service, they show we are willing to share information and spend time putting together helpful documents. To me this shows a company that is willing to invest and build relationships, rather than just look for the next transaction.
Encouraging relationships is important in a service business, as is giving good unbiased information. Others guides we have written include:
Choosing a Reputable Agent – this is the type of guide that can easily be thrown back at you!
Moving Guide – helpful especially for the less experienced mover
Viewing Tips – best used in association with the Viewing Checklist
These simple downloadable guides have had a positive effect on our business. Why don't you do some for yours?”
Neil Young
Blog: http://www.neilbyoung.wordpress.com/
@NeilBYoung
Young Group: http://www.younggroup.co.uk/
Young London: http://www.younglondon.co.uk/
These guides are also very shareable of course. Just the sort of useful content that is good for SEO because the value of the information encourages people to link to it.
Martin
Martin