The 2017 Conference took place at 155 Bishopsgate in London on the 9 February. If you missed out, check our Regional Conferences to see if we’re coming to a location near you.
The NAEA National Conference is a must attend event if you work within estate agent industry in the UK. This essential date for your diary gives you an insight into key industry issues and keeps you up-to-date with latest trends and developments.
NAEA Chief Executive, Mark Hayward kicked off the 2017 conference by launching Propertymark our new brand and the goal of being the go-to organisation for consumers seeking professionalism and protection.
In his first speech since the release of the Housing White Paper Housing Minister Gavin Barwell MP spoke about the plans to fix the housing market. During the Q&A he was asked “Rather than piecemeal bits of legislation is it not time to regulate the whole industry?” The Minister responded “if there’s demand there we could consider it.” Sally Bundock asked for a show of hands in support of regulation which the audience responded with almost unanimous approval.
During his presentation Pret a Manger’s Marketing Director, Mark Palmer, discussed innovative approached to build and create a brand that people are willing to pay for. This was especially eye opening to some in the room because Pret does not currently use traditional advertising, instead they use people who love their brand to target those who don’t.
Bringing passion and a bit of love to the conference was Miles Shipside, Commercial Director at Rightmove, with his Valentines themed discussion. One of the key things memebrs took away was that people need to be educated about what agents do. This was because given £100 to spend on agent services a vendor would use:
- £6 on an accurate valuation,
- £24 on the creation sales details,
- £16 on having accompanied viewings,
- £25 on promoting the property on Rightmove,
- £13 on offer negotiation,
- and just £8 on sales progression.
After an impressive Bento Box lunch keynote speaker and behavioral expert Jez Rose reinvigorated attendees by asking ‘why do we do what we do in the way we do’?
In an action-packed segment that the set the #NAEAConf social conversation alight with praise, Jez’s energetic and entertaining presentation posed the message that whilst we all strive to deliver exceptional customer service, the unexpected is what sets you apart.
In our only debate of the day Dr Kristian Niemietz from the Institute of Economic Affairs and Paul Miner from the Campaign for the Protection of Rural England discussed whether building on the Green Belt is the answer to the housing crisis. Dr Niemietz highlighted that housing costs in the UK are amongst the highest in Europe and if only 2% of Green Belt land were released, there would be provision for a million homes. Milner’s counterargument was that there are better options than using the Green Belt, citing that 63% of the public want it to be protected.
Grainne Gilmore, head of UK residential research at Knight Frank, gave an excellent presentation on the state of the current market, noting that they expect a 14.2% increase in prices on average across the UK by 2021.
James Dearsely rounded off the day with shining a light on innovative Proptech and what he sees as the future of agency technology.