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The Beginners' Guide To Becoming A Successful Estate Agent

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Reading CountOfNowhere's thread today I though it might be of interest to see what techniques EAs are using to instill so much fear into people that they will agree to overpay for properties for sale or rent.

I think it would be interesting to see what others have noticed as related techniques to scare people into overpaying.

Here's what I see:

- In your shop window, show 70-80% of properties as already sold or let. Of those that are shown as available make sure one or two (the most affordable properties) are not available so as to create a sense of despair and hopelessness.

- Show the punter utter contempt so as to establish early on a relationship of total submission. Do not hesitate to be rude. Do remember that people crossing your door need shelter, have no doubt that to satisfy this basic need people will take anything .

- As per above, but to reinforce the impression of acute shortage and sense of dependency, make sure that a visit is arranged at a time not convenient to the punter.

- Before you agree to discuss anything, put the punter through a humiliating process of registration by demanding disclosure of private information such as wages, existing debt, references, professional and marital status, etc. This is of no particular use other than to reinforce the punters' submission as they agree to participate in this process.

- On web sites such as rightmove, as in shop windows, place ads for properties that are already sold or rented without marking them as such. This will build up on the sense of fear felt by the punter as you tell him that the property went so fast you didn't have time to change or remove the ad.

- Mark sold or rented properties with statements such as 'Too late' to instill a fear of 'missing out' into the heart of the punters.

- During visits obtain the help of a colleague or call service so that your phone rings incessantly. The message conveyed to the punter is that your are in a state of extreme business that will only be reinforced by your statement that 'this property will go by the end of the day'.

- Any enquiry must be met with a statement that the property of interest has already received one or more competing offers.

- Even in the face of overwhelmingly contradicting data, assure the punter that the market is brisk and healthy. In case of protest remind the punter that you are the insider and should know better than anyone (this is reinforced by a relationship.hierarchy defined by the early submission of the punter).

Any more?

Edited by _w_

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- Never agree to discuss a property in detail without first making the punter agree to a visit. Forcing the punter to move to see the property before he/she is able to discuss it will reinforce the process of submission.

- Redouble efforts to convey a sense of shortage with families with children as they are much more responsive to a fear of lack of shelter.

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profer all the above tricks, whilst at the same time acting and speaking like you are the punter's friend - suck your teeth and sound empathetic with the terribly high price of properties, but emphasise that it is due to the natural law of supply and demand in a sort of patronising touchy feely way, suck your teeth some more, act like you really understand the punter's financial pain

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Despite the fact that the vendor couldn’t sell and switched the property onto a Lie to Let mortgage, still plonk a Sold sign up for as long as you can get away with it.

Oh and another one, In a block of properties for sale make out that only one is remaining and if you don’t stop wasting time, that grotty basement hovel will also be gone.

Send poorly worded A5 flyers to people saying we have loads of eager muppets willing to indebt themselves for your vase of twigs.

Constantly update property details with the wording, ‘We are currently in reciept of a bid of £185,000’, update on a bimonthly period and drop accordingly until some chump bites.

Open Weekends - wtf are they?!

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After a viewing, make sure the EA calls the punter and asks what his/her next move is. This puts the pressure on, as the ball is in your court.

Edited by Money Spinner

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When there is no work in the office, encourage staff to ramp property in internet forums such as HPC, Singing pig etc.

Use emotive expressions such as "renting is dead money", and "don't miss the boat".

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When there is no work in the office, encourage staff to ramp property in internet forums such as HPC, Singing pig etc.

Use emotive expressions such as "renting is dead money", and "don't miss the boat".

:D

Of course. And there is so much to be done, not just on the propaganda side of things but with lobbying also!

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If marketing a block of flats, sorry luxury apartments, create the illusion of selling activity by using the "phase" method.

4 apartments to be sold:

Apartment 1 = Phase 1

Apartment 2 = Phase 1

Apartment 3 = Phase 2

Apartment 4 = Phase 2

Aparment 1 is reserved lets say by yourself, to generate interest, you can now advertise this; "McMansion Heights, Phase 1 , 50% reserved, hurry!"

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profer all the above tricks, whilst at the same time acting and speaking like you are the punter's friend - suck your teeth and sound empathetic with the terribly high price of properties, but emphasise that it is due to the natural law of supply and demand in a sort of patronising touchy feely way, suck your teeth some more, act like you really understand the punter's financial pain

I wonder about that. I think much more potent is creating something closer to the Stockholm syndrome. The more fear, abuse and dominance the more trusting and dependent the punter becomes.

Edited by _w_

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- Make sure every photo in the Window or on Rightmove uses a wide-angled 'fisheye' lens to make the garden or the house 25% bigger than it really is. Ensure location on Google map is at least 100 metres out hoping that they won't be able to street view it.

-Do the list-delist shuffle to try and get round Property Bee.

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Have a skeleton staff in the office on a Saturday - ideally one completely clueless part-timer, who hasn't seen any of the properties for sale....

When someone calls to talk about a property, be rude, obstructive and unhelpful. Eventually condescend to take a number for callback.

Have a breathless colleague ring back three hours later... "Yah, well you know how busy Saturdays are for viewings... we're rushed off our feet - you know we just can't be in the office all day waiting for the phone to ring...ooh, it's just manic"

Finish 300 games of minesweeper in the meantime...

:D

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Have a skeleton staff in the office on a Saturday - ideally one completely clueless part-timer, who hasn't seen any of the properties for sale....

When someone calls to talk about a property, be rude, obstructive and unhelpful. Eventually condescend to take a number for callback.

Have a breathless colleague ring back three hours later... "Yah, well you know how busy Saturdays are for viewings... we're rushed off our feet - you know we just can't be in the office all day waiting for the phone to ring...ooh, it's just manic"

Finish 300 games of minesweeper in the meantime...

:D

Add fictitous secretary to the above, giving the sad information that the properties the previous caller were enquiring about have just gone under offer, while dealing with your enquiry.

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One i've come across recently on 'renovated' properties is getting the street view image of the property removed so you can't see what it looked like previously.

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And of course, brush up on euphemisms :

- Close to transport links = A railway line or motorway in the bottom of your garden

- Hasn't been available to the market for 40 years = 40 years of deferred maintenance that needs to be put right before the house falls apart

- Deceptively large = Cramped

Etc etc

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If marketing a block of flats, sorry luxury apartments, create the illusion of selling activity by using the "phase" method.

4 apartments to be sold:

Apartment 1 = Phase 1

Apartment 2 = Phase 1

Apartment 3 = Phase 2

Apartment 4 = Phase 2

Aparment 1 is reserved lets say by yourself, to generate interest, you can now advertise this; "McMansion Heights, Phase 1 , 50% reserved, hurry!"

That's unfair.

Aparment 1 is reserved lets say by yourself your gran, to generate interest, you can now advertise this; "McMansion Heights, Phase 1 , 50% reserved, hurry!"

Corrected for you.

EDIT : Oh yeah, and when you look at the prices on the LR website, a significant proportion of the development appears to have been sold for 50% of the current asking price. However when you ask about this all you get is blank stares.

Edited by SteveAustin

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If marketing a block of flats, sorry luxury apartments, create the illusion of selling activity by using the "phase" method.

4 apartments to be sold:

Apartment 1 = Phase 1

Apartment 2 = Phase 1

Apartment 3 = Phase 2

Apartment 4 = Phase 2

Aparment 1 is reserved lets say by yourself, to generate interest, you can now advertise this; "McMansion Heights, Phase 1 , 50% reserved, hurry!"

No, no, no.

To play the game correctly, you have to say : "Phase 1 now 100% sold out. Phase 2 to be released shortly, reserve now to avoid disappointment."

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No, no, no.

To play the game correctly, you have to say : "Phase 1 now 100% sold out. Phase 2 to be released shortly, most units already sold, reserve now to avoid disappointment."

Tut tut. Corrected for you.

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fixed

I was going to concede to yet another schoolboy error but in EA minds, a possible plan to maybe build something in the future is so concrete that "released" and "to be possibly built at some point in the future" are actually the same thing in their minds.

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  • 311 Brexit, House prices and Summer 2020

    1. 1. Including the effects Brexit, where do you think average UK house prices will be relative to now in June 2020?


      • down 5% +
      • down 2.5%
      • Even
      • up 2.5%
      • up 5%



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