Are you promoting your agency effectively? Stuart Goff is!

Monday 19 September 2016

NAEA Licensed agency Hunters have been in the news talking about about local market conditions and their unique approach.

Stuart, who has been an NAEA member since 1970 and is now a Fellow gave an overview of the local market to the Sheffield Telegraph and also used the opportunity to talk about NAEA membership and the exceptional service they provide to their clients. 

Often, editorial such as this is far more effective than paid for advertising. If you're not already making regular contact with your local and regional press now is the time to change that. You could become the go-to person for expert analysis or commentary.

>> Read the full article in the Sheffield Telegraph <<

As you'll see, in the article he makes great use of statistics from reports and refers to recent changes to the wider economic climate, such as interest rates and changes to tax relief for landlords. If you refer to market conditions in your press release don't forget to make use of regular reports such as the NAEA Housing Market Report, the UK Housing Price Index, NHBC and Council of Mortgage Lenders (CLM).

GIVE SOMETHING BACK TO THE COMMUNITY
Another thing to consider is to give something back to the community. Take part in community events or charity fundraising and help change people's outdated perceptions of estate agents! And make sure you shout about it, both before and after the event, to the local and regional press. 

Don't forget that you can also get exposure in our very own in-house flagship magazine - Property Professional. Just email guyparker@nfopp.co.uk to express your interest.  

A FEW MORE ESSENTIAL TIPS WHEN SENDING PRESS RELEASES: 

  • If you're going to send in a news story make find out who the relevant contact is for property stories.
  • Make sure the subject line is interesting.

Newspapers and online publishers will have more press releases sent through to them than they can shake a stick at - so the subject line needs to be short and catchy, but don't make it misleading or too dramatic as they'll just see it as spam.  

  • Don't just go in for the hard sell about how great your company is - they are looking for a story - if you're only after free advertising they'll usually tell you to speak to classifieds.

  • Editors like stories about people.

  • Make sure you include your press release both directly within the email and as a word document.

Most reporters receive so many news stories that they like to be able to skim through them without having to open up an attachment. Never attach as a PDF!

  • Make sure it gets to the point and spelling and grammar is good - however don't stress too much; perfection isn't required.

  • If possible try and tie in your company's news with regional or national trends.

  • Don't waffle - nobody has the time to read War and Peace or read for several minutes and still not know what the point of the article is.  

  • Think about splitting your press release into bite sized chunks with subtitles so it's easy to skip to a relevant section of interest.
     
  • A good, well lit high resolution image always helps. However make sure you include images as an attachment, do not embed within the email or document. although sometimes the newspaper will send out a photographer.

  • Shout about NAEA membership and how it benefits your clients (see below). If any of your staff aren't yet members, make sure they join soon - if you can say that all of your staff are members it'll help sell your business to potential clients. 

  • Don't forget to include your contact information.

  • Follow your email up with a phone call, or even get in contact just before you send the article though.

  • Be persistent, but not to the point of annoyance! Just because they haven't responded this time doesn't mean they won't in the future. A lot of the time it'll purely come down to workload, what others stories are breaking, and catching journalists at the right time!

Finally, don't place extra demands on them such as ' you can only use our press release in full and unedited'. This is unlikely to happen. Journalists and editors don't like to be coerced or restricted and they'll just head straight for the next press release in their inbox!

DON'T FORGET TO STRESS THE BENEFITS OF USING A NAEA AGENT!

Wherever the opportunity presents itself it's good practice to promote the fact that you belong to NAEA. Use one or a few of the points below if you're stuck for ideas:

You join NAEA voluntarily to demonstrate transparency and ensure you are at the forefront of developments in the industry and to provide the very best moving experience for your clients – you have nothing to hide!

Belonging to the National Association of Estate Agents means you are bound by a Code of Conduct and will be qualified.

Integrity
NAEA estate agents are experienced and trained professionals who abide by a nationally recognised Code of Practice.

Complaints procedure
Ruling on complaints through independent ombudsman services and NFoPP Regulation. 

Peace of mind
NAEA estate agents hold all the correct insurance and protection to give their clients peace of mind through their move. 

Compliant
NAEA estate agents are registered with HMRC to ensure compliance with money laundering regulations. 

Up-to-date advice
NAEA members are obliged to complete at least 16 hours CPD per year which means they're up to date through course and events such as our free masterclasses.