Time was, when as an agent, all you had to do to sell a property was to stick an advert in your local paper and wait for the sales to roll in (or so popular folklore would have you believe). Nowadays, the medium is digital rather than paper. If you haven’t heard of it before, Zoopla is a major property portal along with the leviathan that is Rightmove. The majority of agents in the UK use these portals to advertise themselves and their customers properties. So far, so good.
Social media is a bit of a late-comer to the party. Once very much regarded as the preserve of ‘kids’ and celebrities, social media is now used by all sections of society and all ages. Social media is becoming big business for, well; big business. What social media has also become, though, is a huge force multiplier for small business and, a hugely powerful equaliser and research tool for consumers.
So what is the ZPP100 when it’s at home? Well, to quote Zoopla it’s: “A leaderboard for the most influential Estate Agents in Social Media” For anyone other than an estate agent who ‘does’ social media, this may seem a huge yawn. After all; who wants to know about a bunch of overpaid, self-important yuppies?
So what does the #ZPP100 do for me?
If you are about to sell or rent your home out using an estate agent, quite a bit in fact! Think about it. If you are about to market your home, you want an agent who doesn’t just talk a good game, you want someone who actually DELIVERS on their promises. You want an agent who KNOWS how to market your home. An agent who has the answers to your questions and the skills to deal with any problems efficiently and promptly. The #ZPP100 gives sellers and landlords an excellent barometer for just how good an agent is at communicating, marketing, handling enquiries and, is viewed by their peers and the public alike in one of the most hostile environments a business can face… The social media landscape. Social media is often avoided by agents or businesses that either don’t have the confidence to market their businesses well or, are acutely aware that their bad reputation may just follow them online. That saves you quite a bit of leg-work and heart-ache.
There are around 30,000 individual people working in estate agency and, around 10,000 offices. If your agent is in the top 100 on the #ZPP100, that puts them in the absolute top (0.01%) of their profession on social media – an excellent benchmark for marketing, service and standards. Bad agents don’t like publicity and there is NOTHING more public than social media!
And what about me as an agent? I don’t feature/ I don’t feature very high up*; how does that help me?
If you run a great estate agency, you really are missing out if you don’t use social media to your advantage. People buy friendly people who are successful, helpful and confident. They like knowing that an agent can answer questions confidently, transparently and in a professional, friendly manner. If you are already doing that, why hide your light under a bushel?
Social media and the ZPP100 gives you an excellent, free platform to show your customers, current and potential, just what you can do for them. Social media is just good old-fashioned communication, using modern technology. Go on… Dive in!
*Before you get too downhearted, you may be higher than you think. Not trumpeted about but, there is a sneaky back-door where you can find out where you rank, out of everyone who has signed up. If you look at the bottom of the #zpp100 page, you will see that it is powered by ‘Leaderboard’. If you click on this link and log-in/ sign-up with your twitter account, you can then follow the Zoopla scoreboard and, find your current ranking. Just don’t tell anyone I told you…
Chris Wood 01/7/13
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About Chris Wood: Chris is an estate agent with over 25 years of property experience. His business, PDQ Estates Ltd is based in Penzance and Helston, West Cornwall. He has worked with all sizes and types of businesses from single office independents to the management team and board of RBS and Tesco. A former President Elect of the NAEA and board member of NFoPP until he resigned in 2009, Chris has always championed the highest professional standards for estate agents in the UK. No stranger to the media, he has appeared on various programs including BBC, News 24, ITV, independent and BBC radio and is a regular contributor to trade journals, local and national Newspapers. Chris is on KloutLinkedIn Ecademy Facebook and Twitter Married to Amanda, he lives in Penzance with their children who are slowly flying the nest, his two dogs and his elderly Uncle. In his spare time; Chris likes to keep fit and is a long-standing member of the Territorial Army. In 2010 he mobilised for a tour of duty in Afghanistan with 1 Rifles as part of 3 Commando Brigade.