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Lawrence Higgins Associate Editor
In a hungry market it’s survival of the fittest...
A
t the recent PROPERTYdrum National Conference it was apparent that whilst technology is vital in delivering customers,
it cannot actually sell them houses – that is down to good old fashioned people. Yet we heard Peter Rollings, Chief Executive at Marsh & Parsons extolling the tactics of paying staff minimal sums, letting them earn their money on commission. True, the adage of ‘hunger making the best fighters’ worked for Rollings’ former company Foxtons and will probably do so for M&P. Overall though, the better trained and conditioned fighters win. Money is considered a maintenance
middle-classes and their family homes to become the outlet for flats and for houses outside the premium postcode in which the branch resides. Savills had to re-examine its legendary
bonus culture in the early Noughties, as ‘teamwork’ was scorned, non-fee earners were treated with contempt and staff would lose a fee rather than let a colleague gain the commission; answering somebody else’s phone to hijack a lead or banjax a sale was de rigueur.
“Hijacking someone else’s lead or banjaxing their sale was de rigueur at Savills at one time.”
As this month’s ‘Dilemma’ explains,
factor – it is expected – recognition and advancement are the types of motivators which drive staff to greater achievement. Well trained and knowledgeable staff will
succeed. A trip to Currys is infinitely preferable now the store has realised that customers want to be served by staff who gather their needs and then recommend a product without pushing a five-year warranty in their face. Foxtons is suffering from its treat ’em mean policy; my local branch has been virtually boycotted by the chattering
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customers will have decided whose services they will use long before they actually require them. These passive customers judge your operation when they see your staff in the pub or speak to neighbours who have dealings with you. As the significance of trip advisor type
estate agency review sites grows, better educated consumers will become more demanding and perception will be the most significant aspect of winning customers – and the most significant driver of perception will be staff.
The Negotiator Magazine PO Box 624, Epsom, Surrey KT17 9JX tel: 0844 745 3001 email:
mail@thenegotiator.co.uk
Editorial Director Sheila Manchester email:
sheila@thenegotiator.co.uk tel: 0844 745 3101
Associate Editor Lawrence Higgins email:
lawrence@thenegotiator.co.uk tel: 0844 745 3103
Publisher Grant Leonard email:
grant@thenegotiator.co.uk tel: 0844 745 3100
Art Director Karen Bates
Advertising Manager Rich Storrs email:
rich@thenegotiator.co.uk tel: 0844 745 3102
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© Propertydrum Ltd 2012
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TheNegotiator l June 2012 l 3
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