Agency SPECIAL
Estate
THIS PIC Peter Krelle of spicerhaart with the Best National Agency award at the Surrey Property Awards
LEFT Antler’s Chris Warner
BELOW Antler Homes' Queen’s Rise development in Windsor, Berkshire
are not geared up for all the extra admin and we install a high-standard specification,” says Coates, a policy which benefits the agent, the developer and, of course, the buyer. Oakford Homes always appoints the agent introducing the land, unless they don’t operate in the location. On an agent-free site, Coates looks for the most professional agents – considering the presentation of their offices and, most importantly, the quality of staff. “New homes sales experience is important but not an issue so long as they work with us in appointing sales staff and they bring an enthusiastic outlook.” Only about 20% of the schemes that spicerhaart land & new homes act on result from a land introduction says managing director Peter Krelle. “The other 80% are on the basis of our coverage and our services. Our job is to deliver land opportunities and if the developer doesn’t buy for whatever reason, that’s not our fault. “The majority of clients we’ve worked with for some time, so they’re aware of the calibre of our staff. They ask for specific people and are certainly not shy about it – it’s all part of the bargaining. If they give us decent volumes that suits us and the staff already know the developers reporting systems,” says Krelle. “We’ve got a unique proposition for tail-enders and treat them differently.”
Spicerhaart provides close market profiling through its database so it can dovetail the marketing accurately and has appointed an IT expert to ensure e-marketing gets through spam filters. “We’re achieving a 36% open level, which we then analyse in detail, and it’s driving traffic to sites,” says Krelle.
54| January 2014 showhouse
Its in-house creative services have also expanded, with some clients now moving from a controlling approach to allowing spicerhaart to approve adverts, saving everyone time. “We’re always looking to innovate, to show clients what we can do,” says Krelle. “The market can turn very quickly and we’ll be there.” On a smaller scale, independent agents appear to be gearing up to new homes with a more responsive approach to contacting developers, says Chris Warner, sales and marketing director at Antler Homes.
“A couple of sites we had coming
up in spring surprised the local agents, but when a board goes up now the reaction is five calls. Its a positive step; agents are definitely mobilising,” says Warner, who reinstructs the land introducer, whatever size of agency. “You’ve got to give them a go and
some small independents can surprise you. We’ll work with them in partnership and they’ll bring us more land. “It can and should be hard work and it can be fun while still supporting agency work. It’s got to be a vested interest for both parties, so if they do a
good job they deserve a good fee.” Warner also notes the increased professionalism of marketing reports, which shows an understanding that developers want to see good sales staff and good service support; just saying ‘we’re the best’ is no longer enough.
“Sales negotiators also have a more career-minded approach and our industry needed this,” says Warner. “Agents are a lot more enthusiastic, genuinely know the sites and are really embracing new homes. That’s brilliant.” sh
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