Property market data: the smarter way to win listings in 2021

Is 2021 going to be a tougher year for the property market? With prices predicted to flatten and transaction volumes expected to drop, this may be the case. But whatever transpires, what can you do right now to ensure that you are an agent who continues to prosper?  

In the Dataloft Sessions, our first discussion, Using property market data to win more listings, is split into three insightful videos. We talked to four market leading agents and two industry experts, Iain White and Chris Watkin, about what you can do now to build an umbrella around your business and stay ahead of the competition throughout next year.

With the market still active, agents could be forgiven for basking in the sunlight and enjoying the moment. Yet one of the key insights from our panel was that agents who plan ahead, who almost ‘over-communicate’ constantly with their local market, even in prosperous periods, are the ones who will reap the best harvest in the long term. They are already front of mind and prepared for potentially tougher times ahead.

But where do you start and what do you say?

The key is to turn your approach around and put yourself in the position of your customers. What can make you useful and relevant and create a better chance of attracting their attention in the first place? When you’ve got their attention, how do you keep it? And when you’ve almost got them over the line, how do you convert their interest into a listing? The key ingredient throughout is property market data.

What comes through from all of our panellists is that having access to market data and insights for their area, benefited them right across the business:

• Become the Google of your marketplace by using hyper-local market insights and content throughout your marketing and being of value. Everyone is interested in their local property market so use this as the perfect excuse to get in touch.
• Property market data is incredibly versatile and can be used across all marketing channels. It takes away the fear of doing videos and social media, for example, because you no longer need to worry about not having professionally designed posts and something interesting to say.
• Hold the interest of potential home movers by constantly having an excuse to stay in touch by sharing local market insights with them. And don’t just interact with people already looking to move home, prime those who could be your clients of 2022 and beyond.
• Have a better chance of converting a listing by being able to talk about the market in an informed and professional manner, using quality data to back up your pricing.

The best method of selling is when the consumer has no knowledge they are being sold to. And if you do this consistently by evidencing your expertise, you can become the agent of choice well before a home mover is ready to transact.

“If you really want to build a massive growth structure, you’ve got to be engaging with the passive market so that you can win customers before the other agents have even got out of bed … you can’t do that without the back-up of data and information and a process and consistently in delivery.” — Iain White

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Using property market data to win more listings

Part 1
Making the most of the property market now

Part 2
Using property market data to stand out

Part 3
Market insights help top agents win instructions

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