Overview

Are you an independent estate agent looking to grow but spending too much on marketing that does not work for you? The Selective Estate Agent unveils the three marketing cornerstones that make up the Profit Pyramid™ – a tried and tested approach to attracting and converting high value homes. This practical handbook is packed with strategies and tips for implementing this approach in your agency to increase profitability as quickly and cost-effectively as possible. This book will enable you to: • Focus on what you really want your agency to do for you • Gain the confidence to target and convert the homes you’d love to sell • Discover simple steps you can take to achieve powerful and profitable results for your agency • Use the right tools and resources to implement the Profit Pyramid™ • Create the agency you've always dreamed of

Full Product Details

Author:   Sam Ashdown
Publisher:   Rethink Press
Imprint:   Rethink Press
Dimensions:   Width: 14.00cm , Height: 1.00cm , Length: 21.60cm
Weight:   0.197kg
ISBN:  

9781781334393

ISBN 10:   1781334390
Pages:   196
Publication Date:   13 August 2020
Audience:   Professional and scholarly ,  Professional and scholarly ,  Professional & Vocational ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Introduction Why should you listen to me? Why I wrote this book Who is this book for? Your problem Stop wasting money on marketing that isn’t working My solution 1 Your High Value Homes Strategy How we use a High Value Homes Strategy The financial case for your High Value Homes Strategy The answers have changed Tangible property marketing beats promised service levels How a High Value Homes Strategy will transform your agency You need a high growth strategy 2 Your High Value Homes Delivery Deliver a differentiated service using bespoke property marketing What is bespoke property marketing? Photography Property styling Professional copywriting Vendor interview Magazine-style brochures Bespoke for-sale board Keeping everyone onside 3 Cornerstone 1 – Direct Mail It’s called ‘direct’ mail for a reason The 3 Ms of marketing What to say in your direct mail Your direct mail checklist ARENA: A handy formula for writing a great letter Who to send your direct mail to Your direct mail needs to be a system 4 Cornerstone 2 – Premium Content That Drives Targeted Traffic Why create content? Let’s talk about awareness Prediction marketing What are they Googling? How Google sends visitors to your content The right way to write your first blog post A final word on content 5 Cornerstone 3 – Digital Marketing Funnels Social media Email marketing Digital assets Paid traffic 6 Converting High Value Homes Where are your valuations coming from? Preparing for your market appraisal Become a converting LEGEND Price your service based on your worth The Experience Age of estate agency 7 Building Success Habits The ‘feast and famine’ cycle Your marketing priorities Create your 90-Day Implementation Plan Your KPIs 15 Your longer-term growth plan for your agency Conclusion And Last Thoughts What you need to do next How badly do you want it? Be proud of your independence You can do it References Acknowledgements The Author

Reviews

'The most informative and innovative book on the industry I have ever read.' HENRY PRYOR, 'The BBC's Favourite Property Expert' 'A highly insightful and hugely useful marketing strategy resource for ambitious, growth minded estate agents. This book covers a wide range of ideas, concepts and practical techniques to help establish your agency as a local market leader. A recommended read for those independent property professionals, and their teams, who seek market differentiation and look to implement operational excellence.' - Oliver Gleave, Loop Software and Jupix founder 'I have built several brands online and many points of the book by Sam I have myself used in the past, so I can say they work. Sam makes the process of achieving simple in her book, though rightly does not paint a picture that it is easy or that you'll be rewarded without efforts - by working the process Sam has set you stand a better chance of success. I'm a believer in the power of content marketing and positioning yourself as a go to person/name for information, which I am pleased Sam also highlights the importance of.' - Christopher Walkey, Founder of Estate Agent Networking 'This book is perfect for independent agents wanting to set themselves apart from the competition with high value homes. Sam's views on marketing are refreshingly different, but more importantly they work! Sam gets deep into the mind of the client and tailors her approach to suit - a great must-have book for every independent estate agent.' - John Paul, CEO The Castledene Group 'Great book! A must read for estate agent directors wanting to build the go to agency for high end homes in their area. Sam's experience as a consultant and estate agency director shines through with actionable tactics and an implementable playbook.' - Rajeev Nayyar, Managing Director, Fixflo 'In all my 25+ years in the Estate Agency industry, I have never come across a Guide or Book that helps Estate Agents focus their marketing & tactics to attract the upper quartile of the property market. What Sam Ashdown has done with her Direct Mail, Content ideas and Sales funnels is a step by step guide that works to attract upmarket house sellers for your agency - and it has already been proved to work for Sam's Estate Agency, by making her the #1 agent for 'posh' houses in Lakes within 30 months.' - Christopher Watkin, Content Expert to the Property Industry 'Whether you are thinking of opening an estate agency, or like me been in the business for 35 years and think you've seen it all, then prepare yourself for the most informative and innovative book on the industry I have ever read. A chance to review what works, to bin what doesn't and to try what really might. Sam is that unusual being - a business consultant who has followed her own advice! In this book, she answers the questions that no one else does and provides inspiration based on real strategy that will encourage you to new successes.' - Henry Pryor, 'The BBC's Favourite Property Expert' 'What an amazing book for any agent that wants to just ooze quality and stand out, secure the highest value and top listings in the market and retain the best clients at a time when instructions are thin on the ground and competition is fierce . . . It's a truly awesome read, I would recommend this book to any estate agents starting out on a mission to be the BEST and to secure the top clients.' - Sally Lawson, Founder of Agent Rainmaker

‘The most informative and innovative book on the industry I have ever read.’ HENRY PRYOR, ‘The BBC’s Favourite Property Expert’ ‘A highly insightful and hugely useful marketing strategy resource for ambitious, growth minded estate agents. This book covers a wide range of ideas, concepts and practical techniques to help establish your agency as a local market leader. A recommended read for those independent property professionals, and their teams, who seek market differentiation and look to implement operational excellence.’ – Oliver Gleave, Loop Software and Jupix founder ‘I have built several brands online and many points of the book by Sam I have myself used in the past, so I can say they work. Sam makes the process of achieving simple in her book, though rightly does not paint a picture that it is easy or that you’ll be rewarded without efforts – by working the process Sam has set you stand a better chance of success. I’m a believer in the power of content marketing and positioning yourself as a go to person/name for information, which I am pleased Sam also highlights the importance of.’ – Christopher Walkey, Founder of Estate Agent Networking ‘This book is perfect for independent agents wanting to set themselves apart from the competition with high value homes. Sam’s views on marketing are refreshingly different, but more importantly they work! Sam gets deep into the mind of the client and tailors her approach to suit – a great must-have book for every independent estate agent.’ – John Paul, CEO The Castledene Group ‘Great book! A must read for estate agent directors wanting to build the “go to” agency for high end homes in their area. Sam’s experience as a consultant and estate agency director shines through with actionable tactics and an implementable playbook.’ – Rajeev Nayyar, Managing Director, Fixflo ‘In all my 25+ years in the Estate Agency industry, I have never come across a Guide or Book that helps Estate Agents focus their marketing & tactics to attract the upper quartile of the property market. What Sam Ashdown has done with her Direct Mail, Content ideas and Sales funnels is a step by step guide that works to attract upmarket house sellers for your agency – and it has already been proved to work for Sam’s Estate Agency, by making her the #1 agent for ‘posh’ houses in Lakes within 30 months.’ – Christopher Watkin, Content Expert to the Property Industry ‘Whether you are thinking of opening an estate agency, or like me been in the business for 35 years and think you’ve seen it all, then prepare yourself for the most informative and innovative book on the industry I have ever read. A chance to review what works, to bin what doesn’t and to try what really might. Sam is that unusual being – a business consultant who has followed her own advice! In this book, she answers the questions that no one else does and provides inspiration based on real strategy that will encourage you to new successes.’ – Henry Pryor, ‘The BBC’s Favourite Property Expert’ ‘What an amazing book for any agent that wants to just ooze quality and stand out, secure the highest value and top listings in the market and retain the best clients at a time when instructions are thin on the ground and competition is fierce . . . It’s a truly awesome read, I would recommend this book to any estate agents starting out on a mission to be the BEST and to secure the top clients.’ – Sally Lawson, Founder of Agent Rainmaker

'A highly insightful and hugely useful marketing strategy resource for ambitious, growth minded estate agents. This book covers a wide range of ideas, concepts and practical techniques to help establish your agency as a local market leader. A recommended read for those independent property professionals, and their teams, who seek market differentiation and look to implement operational excellence.' - Oliver Gleave, Loop Software and Jupix founder 'I have built several brands online and many points of the book by Sam I have myself used in the past, so I can say they work. Sam makes the process of achieving simple in her book, though rightly does not paint a picture that it is easy or that you'll be rewarded without efforts - by working the process Sam has set you stand a better chance of success. I'm a believer in the power of content marketing and positioning yourself as a go to person/name for information, which I am pleased Sam also highlights the importance of.' - Christopher Walkey, Founder of Estate Agent Networking 'This book is perfect for independent agents wanting to set themselves apart from the competition with high value homes. Sam's views on marketing are refreshingly different, but more importantly they work! Sam gets deep into the mind of the client and tailors her approach to suit - a great must-have book for every independent estate agent.' - John Paul, CEO The Castledene Group 'Great book! A must read for estate agent directors wanting to build the go to agency for high end homes in their area. Sam's experience as a consultant and estate agency director shines through with actionable tactics and an implementable playbook.' - Rajeev Nayyar, Managing Director, Fixflo 'In all my 25+ years in the Estate Agency industry, I have never come across a Guide or Book that helps Estate Agents focus their marketing & tactics to attract the upper quartile of the property market. What Sam Ashdown has done with her Direct Mail, Content ideas and Sales funnels is a step by step guide that works to attract upmarket house sellers for your agency - and it has already been proved to work for Sam's Estate Agency, by making her the #1 agent for 'posh' houses in Lakes within 30 months.' - Christopher Watkin, Content Expert to the Property Industry 'Whether you are thinking of opening an estate agency, or like me been in the business for 35 years and think you've seen it all, then prepare yourself for the most informative and innovative book on the industry I have ever read. A chance to review what works, to bin what doesn't and to try what really might. Sam is that unusual being - a business consultant who has followed her own advice! In this book, she answers the questions that no one else does and provides inspiration based on real strategy that will encourage you to new successes.' - Henry Pryor, 'The BBC's Favourite Property Expert' 'What an amazing book for any agent that wants to just ooze quality and stand out, secure the highest value and top listings in the market and retain the best clients at a time when instructions are thin on the ground and competition is fierce . . . It's a truly awesome read, I would recommend this book to any estate agents starting out on a mission to be the BEST and to secure the top clients.' - Sally Lawson, Founder of Agent Rainmaker 'The most informative and innovative book on the industry I have ever read.' HENRY PRYOR, 'The BBC's Favourite Property Expert'

Author Information

Sam Ashdown is the leading marketing expert to the UK property industry. She is the owner of AshdownJones, sellers of unique homes in the Lake District and a long-time mentor of independent estate agents in the UK. Sam frequently appears in The Sunday Times, Bricks and Mortar, The Telegraph and House Beautiful and is the current editor for Estate Agent Networking UK. She has also featured on BBC 1’s Homes Under the Hammer and Radio 4’s You and Yours. Learn more at www.samashdown.co.uk.

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