ResiAnalytics

Why analytics are important to your clients

Almost every topic you can think about in the housing market is a source of big debate but when it comes to numbers, the debate gets more serious. With that in mind, it’s no surprise that the use of data by agents strongly influences homeowners choosing who to sell their property with.

Analytics play an important role in the residential market, and estate agents who use them to impress potential clients will stand out from the crowd. We understand that sourcing the data can be time consuming and a little confusing, too. However, your agency is more likely to thrive if you’re willing to embrace the numbers. 

Don’t say you’re the best, show it.  

Knowledge is power, and there’s no better way to look like you know the local market than to have all the facts and figures relating to it. Of all the factors that go into the makeup of a great agency, having the stats to back up your core message is one of the most important. 

The correct statistical evidence will lend so much more weight to what you want to say, especially if you’re producing a monthly report on a topic in the local area. 

A lot of agents try and build their reputation by continuously telling us they’re the best. However, it’s not always those that shout loudest who prosper, instead it’s the ones who say the right things – information people actually want to hear. And nothing tells your clients what they want to hear more than watertight facts regarding property in their area. 

I can see clearer now I have data

Adding statistical data with interesting topics is a great way to add an extra layer to your content. 

By doing the right research and coming up with the correct statistics you can really show that you have clear visibility over the whole of your local market. This will help clients to feel safe in instructing you because they believe you ‘get it’ more than any of the other local agents. 

If you want to show your clients that you’re the agency to talk to regarding two-bedroom apartments, give them some data on that property’s recent sale history; if studios are particularly popular, show them the stats; if you want to target houses close to schools, give people the numbers regarding values in catchment areas.. 

No matter what topic you choose, having the hard facts gives you an edge and makes you look like the leading voice on the subject. The content has to be well presented to maximise engagement, too, but it’s the numbers that really drive everything home. 

I know something you don’t know

Most agents will overlook doing research because they either feel like they don’t need it, instead getting by on their sales skills, or they’ll be interested but feel it’s too time consuming. 

We all know that no matter how good you are at selling, there’s nothing like having real in-depth data to back up the point you’re trying to make. That’s why all the [big brands have their own teams dedicated to research] –  because they know it’s a major reason why vendors and landlords instruct them. 

If your closest competitors are not willing to embrace data but you are, you’re effectively showing clients you have information on the local area that other agents do not. You can give your clients intelligent, insightful stats while other agents are busy showing off their branded keyrings. 

If you really want to be creative, print some of that important analytical data onto your marketing material: hand out pens and notepads with the latest sales figures for studio apartments, or put local market sales figures for three-bedroom properties on your umbrellas. Things like this are small touches but they constantly remind people that you’re the agency who care about the facts. 

Everybody loves a know-it-all

A know-it-all: someone who presents themselves as an intellectual, smart aleck, smarty-pants, a walking encyclopedia of knowledge. These are all things that particularly grate us from that random guy down the pub, but they are the exact traits we look for in the people we do business with. 

No one is going to want to instruct the negotiator who doesn’t know everything there is to know about the market; it’s the ones that are tooled up with all the necessary information that will impress the most. Be the know-it-all of your area. 

It’s your patch and if you know more about it than anyone else, have the analytical data, the statistics and all the necessary information, vendors and landlords will want you to sell and rent their property more than anyone else.