Advertising watchdog raps Sequence firm over touting letter

| Rosalind Renshaw

A complaint about a touting letter sent by William H Brown has been upheld by the advertising watchdog.

The firm, part of Sequence which is owned by Connells, sent two letters to landlords in Northampton. Both drew complaints to the Advertising Standards Authority from Northamptonshire County Council trading standards, which acted on behalf of agent Ashby Lowery Residential.

The first mailing said: “Please excuse this direct approach but we can help you. I have noticed that your property on Stanhope Road has recently become available to rent with Ashby Lowery.

“I am disappointed that we didn’t have the opportunity to speak with you prior to your decision to market with Ashby Lowery as we currently have some professional applicants who are specifically looking for a house on or near Stanhope Road.

“The applicants we have are ready and waiting to move. With this in mind we are contacting you to see if we can be of help in letting your property.”

The second letter was the same as the first, except that it referred specifically to the landlord’s three-bed property in Hambledon Rise and stated: “The applicants we have are ready and willing to move and have a budget of up to £695 pcm.”

Northamptonshire CC challenged whether the claim in the second letter, that William H Brown had applicants looking for properties on or near Hambledon Rise and with a budget of up to £695 could be substantiated.

The council also challenged the claim in the first mailing, that the advertiser had applicants looking for properties on or near Stanhope Road.

William H Brown provided documentation relating to five applicants with budgets of £500, £650, £650-675 and £800.

However, the ASA said that none of the applicants had specified that they were looking for houses on Hambledon Rise or roads nearby, or that they had a budget range of up to £695. Most had budgets below £675.

While the ASA acknowledged that some applicants had referenced the general area where Hambledon Rise was located and some applicants had budgets close to or higher than £695 per month, there was no evidence that they had specified an interest in Hambledon Rise or close by.

The ASA upheld this complaint.

However, the ASA did not uphold the other complaint, whether William H Brown could prove it had applicants looking for properties on or near Stanhope Road.

This was after William H Brown produced three sets of records showing applicants who had specified they were looking to rent in the relevant postcode and named areas nearby, on dates before the mailing was sent.

Sequence has been told it must not advertise that they have applicants looking for properties on specific roads or with specific budgets unless they can back up such claims.

It is the second time this week that a touting letter by William H Brown has made the headlines.

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18 Comments

  1. grumskikorski
    February 26, 2015 at 07:18

    WH Browns touting activities are contributing to the general public’s continued bad opinion of agency which we are trying to move beyond

    Silly, gramatically incorrect letters generated by computer with insulting aggressive content

    I think the tactics shown demonstrate the generally poor level of staff skills within the group and the inability to win business with proper service levels and experience

    The campaign in St Albans was particularly annoying and upsetting for many clients

    Report
    1. 1stTimeBuyer
      February 26, 2015 at 10:24

      Just a thought… “bad opinion of agency which we are trying to move beyond”… so why is agents mutual doing the complete opposite then?

      Report
  2. agent123
    February 26, 2015 at 07:55

    I am struggling to see what they have done wrong?  which agent doesnt  tout properties like this?

    Report
    1. ElTel
      February 26, 2015 at 08:09

      Which precisely why most estate agents are considered to be uneducated cowboys with no professional ethics. i welcome the Council’s decision to refer yhe matter to the ASA.

      Report
      1. agent123
        February 26, 2015 at 08:42

        so how do you win properties?

        Report
        1. wilko
          February 26, 2015 at 09:24

          First and formost, by providing an exceptional service that will have sellers and landlords wanting to use your company again. There are many other things as well, but touting like this is not one of them. The fact that you asked the question “so how do you win properties” indicates to me that you need some additional, professional training.

          Report
          1. agent123
            February 26, 2015 at 09:34

            Hi Wilko, I don’t need training thanks, my question was to ElTel. In his opinion writing to a vendor or landlord letting them know my company has somebody that might be interested in their property is a uneducated cowboy tactic. I was interested to know his approach.

            Report
  3. grumskikorski
    February 26, 2015 at 08:35

    Agent 123-you tarr yourself with the same brush

    Report
  4. agent123
    February 26, 2015 at 08:45

    If I have people waiting for properties why would I not write to them? the vendor or landlord can still say no. As long as its fair and honest I don’t have a problem with it. Other agents do the same to my properties.

    Report
    1. PeeBee
      February 26, 2015 at 09:33

      “If I have people waiting for properties why would I not write to them?… Other agents do the same to my properties.”

      Would someone please tell me approximately how many ‘wrongs’ does it need to make a ‘right’?

      Report
  5. grumskikorski
    February 26, 2015 at 09:04

    Agent 123

    thsts fair

    but the recent wh brown letter my clients received said

    i see such and such an agent (scraped from websites) has failed to sell your property

    shall I go on??

    Report
    1. agent123
      February 26, 2015 at 09:22

      Grumskikorski

      Connells are exceptionally bad at everything they do in my area, The corporates are my stomping ground. The letter you mention above is a typical poor attempt to win business. I agree with you that this is below the belt tactic. I was talking about the letter in the article which I do not have a problem with.

      Report
  6. smile please
    February 26, 2015 at 10:28

    Touting and and canvassing are part of agency. As long as you are truthful i have no problem with it.

    I tend to find the agents that dislike the practice are the ones with the most to fear I.E. they do not offer the service they promise.

    If you look after your vendors they put them in the bin, if you dont look after them they are within their rights to call.

    Report
    1. agent123
      February 26, 2015 at 10:38

      Completely agree! if your doing a good job you have nothing to worry about.

      Report
    2. PeeBee
      February 26, 2015 at 13:03

      “Touting and and canvassing are part of agency.”

      …just not, in my opinion, a ‘part’ to be proud of.

      Report
  7. ElTel
    February 26, 2015 at 11:14

     

    Agreed 123 that if you are keeping your vendor / landlord happy there is liitle to concern the professional agent, but the letter has already done the damage

    Report
  8. ElTel
    February 26, 2015 at 11:17

    by enhancing the cowboy image of the industry as it is now known, rather than the profession it once used to be. Nothing personal 123 but I bet you work for a corporate?

    Report
    1. agent123
      February 26, 2015 at 15:31

      Hi Eltel, no I do not work for a corporate, I own Jordan & Halstead in Chester.

      Report
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