What Are You Defending – And Your Weapon of Choice?

11 Mar What Are You Defending – And Your Weapon of Choice?

What are you defending?  And, your weapon of choice?

They're out to steal your vendors. They're even out to steal your best employees.

And try as you may to prevent this unsolicited intrusion into your successful estate agency, vendors switch and employees do move on.

C'est la Vie, mon ami.

Your weapon of choice, though, to defend these threats?

Brand?  There's very little loyalty to a corporate brand these days.

Next?

Technology? Soon outdated and readily available.

Next?

Expertise? All agents could learn the same information, if they so choose. You can't rely on them to not learn it.

Another?

Database?  Probably isn't exclusive, i.e. buyers will register with more than one agency.

One more?

Employees?  If you are trusting that the people you have won't 'jump ship' for a better offer, that might be a little presumptuous.

You really have only one weapon of choice.

Relationships.

Relationships are what you should use to defend the threat of losing your vendors and employees.

Making them both indurate to the siren calls of competitors.  So that when vendors choose your agency, it's not because of the low fee, or the valuation.

Or, the number of registered buyers. Or, because of the 'value' that you claim to add.

It's because they already know, like and trust you and your agency. They would consider no other.

Employees aren't much different. If they are a cultural 'fit',  if they're supported both in and out of work, if they have a leader that works for them rather than the other way around.

Then they stay.

Building relationships is no quick fix. It's not for everyone because it requires the courage to be imperfect.

But, it's built to last.

Relationships based on shared values. An affinity. And vulnerability.

Making your vendors and employees 'feel' something.

It's up to you to decide what that is.

But if you don't make them 'feel' something, chances are the deeper connection will never take place.

It's rarely about money. It's often simply about being noticed. A sign that you do care.

The message that you deliver to vendors and employees alike has to be worthwhile.

Never mind the "we're more passionate" nonsense.

Why are you more passionate? Tell us.

Why?

Your reputation, or personal brand, dictates the respect that vendors/employees have for you.

A few platitudes that are poorly articulated won't win hearts & minds.

We've all heard them before.

There's a polarity coming soon in estate agency.

There will be those that understand the need for a relationship and how best to secure it.

And then those with no interest whatsoever.  The agents confident in their ability to manipulate, to fool and to scheme for their own ends.

One will ultimately win the hearts & minds of vendors. Slowly.

The other will lose trust and respect. Quickly.

The middle ground is never a good place to reside.

Choose relationships to defend your business.

Thanks for reading.  If you have any questions or comments, don't be shy. I can defend my opinions.

www.andsothestorybegan.co.uk

chris@andsothestorybegan.co.uk

Chris.