SIMON BRADBURY, of Thomas Morris estate agents, kicks off a new occasional series in EYE. Intended to be positive and helpful, we would like to hear from readers working on the front line who have an idea for their business that they are considering, or actively planning to try out. We don’t want your innermost business secrets or your entire business plan – just an idea that could be a lightbulb moment, that you are happy to share
Like most people, I do enjoy the occasional inspirational quotation to see me through the day, or help me focus and learn from other people’s experiences, both good and bad.
However, every now and then, I hear a phrase that is meant to help, but doesn’t, sometimes having the totally opposite impact to that intended. One such example is…
“If it ain’t broke, don’t fix it.”
How uninspiring, depressing, and simply… wrong!
At Thomas Morris Sales & Lettings, we had another pretty good year in 2017. We’ve won a few industry awards, tested and implemented a number of new ‘proptech’ solutions, maintained a better than average customer service rating, and ended the year with a reasonable profit – so why the need to ‘fix it?’
Of course, there really isn’t an actual need – and that’s the point.
In November and December, our senior management team decided to ‘fix’ what is evidently not ‘broke’. We carefully analysed our marketing, the content of our training, staff remuneration, working hours, office processes, reporting procedures etc, and as a consequence introduced a number of changes that we expect to have a significant impact on our bottom line, as well as improve the overall customer experience and that of our staff.
We have found this a particularly challenging exercise, and on more than one occasion I could hear those (apparently comforting) words ‘but it ain’t broke…’ and wondered if we were adopting the correct approach.
Though I’m not prepared to share details of all the changes we are implementing at Thomas Morris Sales & Lettings (we really do have some outstanding competitors, and I don’t want them copying us!), I will share one simple change for your consideration…
In a bid to reduce the ‘computer says . . . let me put you on our mailing list’ mentality, we’re experimenting with NOT automatically registering applicants on our CRM system, as has been our common practice.
We’ve introduced a more free-flowing conversational approach to initial applicant qualification which will hopefully improve the customer experience and further liberate our staff to do what they do best – match people to property. Only when a colleague is really satisfied that they understand the needs of a particular applicant and have reflected upon their handwritten notes, will they be registered on our computer system.
I am aware that a number of other agents are already utilising this approach, and it could be argued that we are in fact late to this particular party – but for us it really is a significant change which may or may not yield the desired results.
As I mentioned, there are a number of other changes we are experimenting with, and I’m sure they won’t all work – we’ll have to see.
So my new favourite quotation?
“If it ain’t broke – break it!”
I’d love to hear your favourite inspiring/uninspiring quote!
Hi Simon,
We are working on five ideas in cohesion with e4f Birmingham Innovation Hub attached to Aston university. If you want to have an early look at one of them you can contact us at the Ideas Network
in@agentv.co.uk
my favourite quote, partly adapted by me;
‘In a world that is constantly moving forwards, if you stand still, you are actually going backwards!
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This may be a little sensitive and I am sure Dom will appreciate the irony of this quote “The bitterness of poor quality remains long after the sweetness of low price is forgotten”…..just saying.
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I thought flipping a double-headed coin was illegal as you win either way?
Is that not what PB do?
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Nice one Mr Bradbury. I was glad to be part of this journey and it is one we have also helped others to undertake via training and consultancy. It is doubtless the appropriate approach in a “make it happen” market. The business results that we have seen Agents achieve as a result verify the validity of the “new” (or should that be “old”?) methods.
As to favourite quotes?…actually there are two that tie in to this article:
“Give me six hours to chop down a tree and I’ll spend the first four sharpening the axe” – Abraham Lincoln
and
”Service over software” – Me
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”Service over software”
But new software being developed can be aimed at improving service!!!
That’s what we are trying to do.
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OK, so here’s my ha’penny…
How about an industry wide campaign to promote all of the important things that estate agents do?
Nearly every single estate agent that I have heard about, when on a valuation will give lip service to good curtomer care, sales, chasing, feedback, etc.
Then they focus on max price, quick and “we’ll do it cheap “.
Those last three are the clinchers for most members of the selling public.
They are also, the first two at least, the natural job of an estate agent earning a commission and are therefore (to a degree) somewhat irrelevant.
Cheap’s a different matter of course.
BUT, the “after the offer has been agreed” service is WITHOUT A DOUBT the most important thing an estate agent does.
It’s not sexy, it’s not easy to explain in short eye-twinkling sentences that a greedy vendor will latch on to, but it really counts for something.
PSST! Let’s hope the likes of PB don’t actually understand this EVER, because it’ll keep us all in jobs!
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However I was asked the other day on a valuation what our completion rate of properties we took on was?
Fortunately, I could answer ‘over 90%’….
Perhaps we need a nationwide table of completion rates?
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