Agency mailing lists to become more important in 2023 - claim

The mailing list will return as a key tool for agents next year, an industry trainer has predicted.

Agents have benefited from potential buyers queuing up for viewings both physically and virtually in recent times but that predicted to change in tougher markets amid the cost of living crisis and rising mortgage rates.

Charlotte Jeffrey-Campbell, founder and director of the online training provider The Able Agent, suggested mailing lists will become more important for agents to transact and build deals.

However, she is quick to advise that “…as the team manager you must be confident in knowing your team has the skills to build a deal in this way.”

She added: “You have to work on understanding your customer better because you can’t sell by email. It’s about building relationships and having more conversations in a bid to focus on the longer-term plan.

“As the cost of living begins to bite hard, many agents concerned about the cost of wages will be scrutinising the work of their team.  

“Team leaders will need to have confidence that their teams are generating an income stream, and there will be greater focus around overall productivity and the all-important staff appraisal.”

Jeffrey-Campbell said agents who don’t focus on pipeline building will be left behind in 2023 and beyond. 

She said: “Now more than ever they need to focus on developing solid relations with people who are thinking of moving. It will create an entire shift in mindset; from the reactive to proactive, allowing the pipeline building of prospective sales to assist them in meeting their targets.

“As the saying goes, ‘it’s good to talk’. I believe that this advice-led sell could present real opportunities for agents who are embracing the need to build relations. Agents will no longer be the route to the portals, instead, they will be the route to advice – helping people to make and build their home moving plans.

“Agents should be able to talk freely about myriad options to sellers and buyers, including the pros and cons of auction or whether putting a property on the market in a low-key fashion would be the best way. It will be all about building the trust of their wider network.

“And they will need to think about diversifying into new areas, for example assisting homeowners looking to downsize with furniture clearance.”