Homeowners decide which local estate agent they will instruct long before they’re ready to put their properties up for sale.
Furthermore, they will make their decision based on whether the agent advertises in local property media: apparently, it’s important for 79% of people.
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www.propertymail.co.uk
H
omeownersÊlookingÊtoÊ sellÊupÊhaveÊdecidedÊ whichÊlocalÊestateÊ agentÊthey’llÊinstructÊ
longÊbeforeÊthey’reÊreadyÊtoÊputÊ theirÊpropertiesÊonÊtheÊmarket,Ê researchÊhasÊrevealed. AÊsurveyÊcommissionedÊbyÊSPAÊ FutureÊThinkingÊhasÊfoundÊthatÊ mostÊvendorsÊshapeÊtheirÊviewsÊ about estate agents over signifi- cantÊperiodsÊofÊtimeÊ–ÊevenÊwhenÊ they’reÊnotÊevenÊlookingÊtoÊsell. TheÊresearchÊdemonstratedÊthatÊ advertsÊinÊlocalÊ propertyÊmediaÊcanÊ directlyÊaffectÊaÊven- dor’sÊappointmentÊ ofÊanÊestateÊagentÊ –ÊwithÊ79ÊperÊcentÊofÊ thoseÊaskedÊbeliev- ingÊitÊisÊimportantÊforÊ theÊestateÊagentÊtheyÊ instructÊtoÊadvertiseÊ inÊtheirÊlocalÊpropertyÊ publication. “ WhereÊandÊhowÊanÊestateÊagentÊ promotesÊtheirÊbusinessÊplaysÊ aÊcrucialÊpartÊinÊaÊhomeowner’sÊ decisionÊwhenÊitÊcomesÊtoÊputtingÊ theirÊpropertyÊonÊtheÊmarket,” ÊsaidÊ SPAÊFutureÊThinking’sÊChrisÊBland. “ PeopleÊformÊopinionsÊaboutÊlocalÊ estateÊagentsÊlongÊbeforeÊtheyÊ thinkÊaboutÊselling.ÊForÊmanyÊthatÊ couldÊhaveÊbeenÊthroughÊyearsÊofÊ lookingÊatÊtheirÊlocalÊpropertyÊ
30% of vendors invite only one estate agent to give them a valuation before appointing an agent to manage their property sale
“
publicationsÊandÊshapingÊtheirÊ perceptionsÊoverÊtime.” TheÊresearch,ÊbasedÊonÊresponsesÊ fromÊalmostÊ600ÊhomeownersÊ–Ê thoseÊwithÊpropertyÊonÊtheÊmarket,Ê prospectiveÊvendorsÊandÊthoseÊnotÊ yetÊlookingÊtoÊsellÊ–Êrevealed:Ê30Ê perÊcentÊofÊvendorsÊinviteÊonlyÊoneÊ estateÊagentÊtoÊgiveÊthemÊaÊvalua- tionÊbeforeÊappointingÊanÊagentÊtoÊ manageÊtheirÊpropertyÊsale,ÊwithÊ onlyÊ10ÊperÊcentÊofÊthoseÊsellingÊ talkingÊtoÊfourÊorÊmoreÊestateÊ agentsÊbeforeÊappointingÊone. ImportantlyÊforÊ EstateÊAgents,Ê40Ê perÊcentÊofÊpeopleÊ notÊyetÊlookingÊtoÊ sellÊalreadyÊhaveÊ aÊviewÊonÊwhichÊ estateÊagentÊtheyÊ willÊuseÊbasedÊonÊ theirÊperceptionÊ ofÊtheÊmarketingÊ ofÊagentsÊseenÊinÊ
localÊpropertyÊmedia.
TheÊsurveyÊalsoÊdemonstratedÊ thatÊadvertisingÊinÊtheÊlocalÊ propertyÊmediaÊdrivesÊinterestÊinÊ properties and therefore traffic to digitalÊsources,ÊwithÊ82ÊperÊcentÊofÊ buyersÊsurveyedÊclaimingÊtoÊhaveÊ furtherÊinvestigatedÊpropertiesÊ–ÊbyÊ visitingÊinÊperson,ÊvisitingÊaÊweb- site,ÊorÊtalkingÊaboutÊitÊwithÊfamilyÊ orÊfriendsÊ–ÊafterÊhavingÊseenÊaÊ localÊadvert.
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