Companies and groups are adapting to doing business at even further than arm’s length and are finding customers despite the restrictions.

The Guild

According to Iain McKenzie, CEO of The Guild, the network is now fully digital and ready to operate in what is the temporary new normal of the property sector. “Our focus over the last few weeks has been to ensure that our Members are able to operate virtually, with all the tools and services they require to carry out business and interact with their clients, such as our Virtual Viewings Tool, which is now available.”

“Cutting costs, innovating and rethinking the way we work is going to help estate agents survive the dark skies ahead so they can make it to the blue skies that follow,” says McKenzie. “We have reduced our Members’ fees, negotiated portal deals and are fully focused on delivering tools that will assist our Members to effectively trade virtually during these unusual times.”

All estate and lettings agents will need to embrace the fact that what was previously done in person will need to be done virtually for a while, from the start of the process to the end. “Technology has always played a part in the industry, however, now it is no longer optional but a necessary part of the property sector landscape,” says McKenzie.

“The Virtual Viewing Tool will also help to increase the visibility of properties and estate agents’ brands on their social media channels, which favour videos over other forms of content. We are making it as easy as possible for our agents to utilise the power of video as an impactful marketing medium,” McKenzie adds.

He continues that although the virtual tools have been created to address the challenges caused by the current crisis, there is no reason they cannot be used after everything has returned to normal.

“The virtual tools are designed to assist agents, as well as improve the customer journey. Even once the government restrictions have been lifted, we could see a shift in consumer behaviour and how people choose to interact. The virtual tools we are introducing will help agents address objections, gain listings and grow their business,” McKenzie concludes.

SDL Auctions

Instead of taking to the rostrum in front of a busy room of people, managing director and auctioneer Andrew Parker conducted auctions from the company’s head office in Chilwell, Nottingham, with a limited number of staff on hand, all maintaining the required distance from each other.

The regular Birmingham, Derby and Leicester auctions were streamed live via the company’s website and for the 1,850 people watching online very little looked different. More than 400 remote bids were placed by phone, by proxy and over the internet, with properties selling for an average of 15% over the guide prices.

Parker said: “We’re delighted with how the week went. We missed the buzz of a busy auction room but soon got into the swing of things when the bids started coming through thick and fast. It was really heartwarming to know that so many people were sitting at home, watching the auctions from a safe distance.”

During the first week of lockdown, SDL Auctions staff – working remotely – made and received 3,500 telephone calls and saw a 28% increase in website traffic compared to last year.

Parker said it helped that the technology has been in place and used regularly for many years.

“We broadcast all of our auctions via our website and take multiple bids on the internet, via telephone and by proxy. Last year we raised £80m in sales of property online, so it’s a system we have proved works well.”

Rowland Gorringe

Rowland Gorringe, an independent firm based in East Sussex, which is in its 94th year, has recorded its first ever virtual sale.

In the past last 6 months the firm has been offering their clients free video tours, which are being used across the major portals as well as on Facebook, Instagram and on their own Youtube Channel, ‘Inside RG’. The video tours offer viewers a chance to go on a virtual viewing before coming out to see the property. However, one property was yet to have theirs done, so the team came up with an inventive way to get a sale.

Last Tuesday, after the Government’s announcement of a lockdown, the team were shutting up the office, when a call came in from a husband and wife desperate to view one of their properties. Mike Symons took the call; “I was a little taken a back at first, not expecting any viewings, however the gentleman was insistent. As this particular property doesn’t have a video tour, I thought a virtual viewing via whatsapp may work.”

So, from their home offices, team members Jack and Mike set up a whatsapp call between vendors and viewers, where the vendors took the viewers on a tour and answered all of their questions. This was then followed up by a viewing in person, with the buyers walking around the gardens and then enjoying a second whatsapp viewing.

Jack Wade explains; “It was two days later when the call came in, with the viewers offering full asking price and the property was tied up that evening. Making it a first for me and a first for the company.”