REGULATION OVERLOAD?
Ian Fletcher, Director of Policy at The British Property Federation was next up, discussing how the current regulatory regime is working for the property
industry and whether we need more – or less. Ian says that effective regulation is a process of policy making, communication and enforcement, but it’s clear that the current government is not interested in introducing new levels of regulation so it will have to come from within the industry.
The verdict: Mixed, some want to enforce registration, others prefer promoting professionalism.
GOING SOCIAL?
Social media is this decade’s most exciting challenge (aside from staying solvent, that is) and who better to update delegates on it’s role in the process of selling letting, buying and renting than PROPERTYdrum’s regular columnest and social media expert, the dynamic Tracy Falke. Tracy doesn’t so much speak to delegates as bombard them with amazing facts, enormous figures, new words and incredible ideas. And they love it. Looking around during this session I saw focused faces, deep concentration, lightbulb moments and disappointment when the half hour was rapidly over. For a taste of Tracy’s knowledge sharing skills, read her latest article in this magazine on
THE UNPOPULAR AGENT
Straight into the breach, the first session addressed the issue of the reputation of estate agents in the UK, which as Andrew stated, was, currently, marginally better than politicians and lawyers, but that may only be because very few people are actually buying and selling right now. The four panellists agreed that the
perception was there, but bravely defended not only the industry, but its attempts to improve the standing of estate agents in the nation’s hearts. While some suggested regulation, others believe that training is the key – and making the public aware that there are many truly professional agents
who give a valuable service. The verdict: More work needed! The Panel: Mark Hayward, Chairman of the
National Federation of Property Professionals; Christopher Hamer, The Property Ombudsman, (TPO); David Dalby, Director of Residential, RICS; Liya Fateh, Director of Operations,
MeetMyAgent.co.uk.
Augmented Reality. The verdict: Inspirational stuff promising the best ROI in marketing, possible.
PITFALLS A second panel session with leading professionals in their field, sharing their views with Andrew Neil on the temptations of sales agents, without any experience in lettings, to offer a service which is peppered with pitfalls for the unwary. Generating some strong comment from the floor, the lettings boss, the franchise boss and the tenancy deposit boss discussed the importance of attention to detail in lettings.
The verdict: It’s a great business sector – but get training and buy in support if you need it.
The Panel:
Tim Hyatt, President, ARLA and Head of Lettings, Knight Frank;
Ian Wilson, Managing Director, Martin & Co; Steve Harriott, Chief Executive of the Tenancy Deposit Scheme.
PROPERTYdrum JUNE 2012 21 LETTINGS: PROFITS AND
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