Latest / The Complete Agent - The Podcast For Premium Real Estate Agents / 126. Estate Agents Need To Stop Saying It's A Bad Market
Transcript
- speaker-0: Hello and welcome to another episode of the Complete Agent Podcast, where each week we get together to talk all things estate agency. My name is Dave Warburton. This week I'm joined only by Ian Story. How you doing, pal? speaker-1: Mate, thank you. Very well. speaker-0: Good, good, good. ⁓ JK and Michelle can't make today. I JK's actually where's he got? He's got on he's he's on holiday but some of the local speaker-1: I think he's going somewhere nicer in a few weeks, but ⁓ a lot nicer. ⁓ so it's gonna be quite a contrast for him. speaker-0: Yes, indeed. ⁓ and Michelle can't make today. So it's just a t it's a northern episode, so apologies for all you southerners listening who can't tell what we're saying. So w but but we'll do our best. We'll do our best. ⁓ Ian, in our unusual tradition, how has your week been, my friend? speaker-1: Very good. Thank you. Very good. Our new ⁓ senior valuer, Vicky, started ⁓ off on her own vals about three weeks ago, something like that. She did a couple before she went on holiday. She had ten days away. So she came back ⁓ middle of last week and she's been out and she's doing really well. I think she's put f four or five on since she got back, something like that, all on our fees. Matt also doing well. Matt was also away. So me, Vicky, and Matt were away around the same sort of time at the start of month. ⁓ so Matt's back into it as well. ⁓ and I've had a couple myself. I'm doing less valuations now than I was, ⁓ which is good with me because I've got more time to focus on growing the biz. That's the that's my sort of plan for the rest of this year. ⁓ so overall listings are good. ⁓ sales are also good. I think we've sold something like twelve or thirteen so far this month. Obviously, we don't sell lower end stuff, so that's all mid to higher end on the right kind of fees. And ⁓ Phil is negotiating a couple more that he thinks he'll get into the pipe this week as well. So overall, things are in things are in good shape. ⁓ it's summer holidays now, so we've not booked quite as many valves this week as I would like to, but it is summer holidays, so you know obviously a of people are are away, which you have to factor in. ⁓ but overall, Dave, you know. I I mean I'm happy with where with where things are at, mate, currently. How about how about yourself? speaker-0: Yeah, very very similar to be quite honest with you. I mean, ⁓ i I suppose it's been it's bit it it doesn't feel it's been quieter for d for sure. It's been really, really busy. It feel like ⁓ it's backstable wall sometimes. But you know, we've done this month we have done eight secondary sales, which I would say that your pose is on the market. But we've got our new build sites that I've spoken about before. So that's ⁓ eleven luxury homes. ⁓ and they've really decided to kick off. Now I'll probably delve into a little that a little bit because I think ⁓ new build sites comes up quite a bit in our group and how to market them and things like that. ⁓ and you know, we have had seven renov ⁓ Sarah seven reservations on that in the like last two weeks. So it's really gone ⁓ full steam ahead on that, which is great. So it you know, fifteen sales. We've done twelve instructions, you know, fees are really good. ⁓ so yeah, i i very, very good, I have to say it's been it's been a it's been a good consistent year so far, but you know, it's consistent output and you know we we we're getting the the benefits of that. I think obviously the market has been a little bit more challenging. ⁓ there's no question about that, in the sense that ⁓ it it there's there's more properties on the market now than at any other time in the last what is it, twelve years. ⁓ Prices are perhaps not what they were, and that's a challenge for a lot of homeowners and estate agents who've got sticky stock, you know. ⁓ there's a there's a lot of property out there. but you know, I I have to say I I think there's a difference between sort of a bad market where people are not actually buying houses and a bad market where houses are dropping but people are still buying. It's just all about perception and how that's articulated to your client. seeing that a lot at the moment and I think it's you can only but to the market that you're in. speaker-1: Yeah. I mean we're you know, we're seeing fantastic activity in the Goldust range, you know, so any anything from sort of five hundred to mil, four hundred to one point two, you know, five but five into a mil really. Fantastic. You know, our pre-launch is working so well. We've we've got one coming on in a really good village locally for s I it's off as over six fifty. ⁓ Red Row, like a second hand Red Row, so it's like eight years old the house. We did our ⁓ social media stuff on it this week. It doesn't not due to launch till next week. I think we've had three viewing requests already. So there's plenty, there are plenty of buyers. You know, there's there's always stuff at the higher end. So we've got a couple at the minute that are listed and and they're both over a million. So you know that kind of property is trickier to sell anyway in any sort of market. But on the whole, there's interest across the board. speaker-0: Function. speaker-1: We saw one last week, agreed to sell on one last week at 1.85 million, chain free. ⁓ that had only been on the market for about four weeks. Fantastic sale for us locally. Another one the week before, 2.9 cash. ⁓ that had been on the market quite a while, to be fair, but got a great result for the seller and for the buyer. So it's their dream home. ⁓ so really there is an activity across the board. Of course it all comes down to getting the price right, which is where the pre launch comes in. ⁓ shall we touch a bit on that while we're speaker-0: Yeah, I I think so. Just before I do, I want to echo what you're saying, really. I mean we've got the same so well priced gold dust range, ⁓ the the eight that I mentioned there sales from four hundred and ten thousand to nine hundred. Yeah. So it's just great houses that that sell. There's two of them so I would say two of them are sticky stock, were sticky stock that had price reviews and strong, realistic conversation to the homeowner. So it you know, they've been on with us for a while. If you want to sell this house, you need to adapt to the current market conditions or you might as well take it off the market, consider renting. It's all about your circumstances, Mr. Homeowner. That's how it went. But there's right now, I'm telling you, with all the d the data that we now have, because that's the that's the thing that a lot of people forget. I think they get nervous about approaching the client. Yeah. They they've they've been out, let's just say you valued it at nine hundred and fifty thousand ⁓ and that's what the market dictated at that time. It spends a prolonged period of time on the market, it's two months, it's three months. They do a reduction to nine. And then it's another two months and they've not even had another view in. It's not your fault necessarily. You know, if you if you've got a don't get me wrong, if you've got a stick it on right move and hope for the best strategy and you've you've ⁓ marketing's not very good, well, that's gotta be on you. But if you can honestly say that our marketing is absolutely top notch. It is we are at the top of our game with our marketing and the branding and we know you're on the right move and we know you've got consistent social media exposure. We've got a network of agents that we we talk to and we've got loads of buyers that are constant con constantly registering. You can confidently say to that homeowner, you know, it's not the marketing, it's just market. And we now have the benefit of experience. We we can see all the data. It gets released every six weeks. You know, right move have a everything. Everything. And they can see the trends straight away before it plays out at land registry. And we need to adapt to the market conditions. And you know, I've I had a I actually had a client ⁓ contact us ⁓ recently and they talk about his his right move start saying, ⁓ so many people looking at our house, but no one's booking a view in. Yeah, it's a problem, John. It's a problem. ⁓ But it's that's the point. It's like You know, a thousand people have walked past your house active buyers and they've they've chosen not to go in and have look. So something's not right, John. You know, it's a so so you can quickly turn it to price and market conditions. And I think that that's I think some people have that mindset block that mind block, you know, they've got the wrong mindset going into it. ⁓ thinking, ⁓ you know, I know, we're gonna keep trying, we're gonna keep doing this, we're gonna keep doing the other when actually The answer's staring them right in the face. The market's changed. Your price is now new. It's not what it was. Yeah. ⁓ and and and I think th those are the conversations you need to be having. And and two of those are the com are conversations that I had with homeowners within the last sort of three months. And no now they're under offer. And guess what? They're they're under offer way, way less than what they were marketed at. But that's no speaker-1: There was a house recently there was a house recently that I went to that was on with another agent at one point two five and I went to see it and we had the pricing conversation. Yeah. And obviously I said it was too much and showed them the data. And they ended up staying with that agent and reducing against my advice, but you you you can't win them all. And I think it's had something like five viewings and three offers in the space for a week this house, just 'cause of the price. It is so true, but but it really is. speaker-0: Yeah. speaker-1: So important how you set the conversation up with the seller at the start, isn't it? On the vowel. It cannot be your valuation. And I still hear that so much. It has to be framed in the right way and then worded in the right way on your proposal. Because, you know, the seller will look at that proposal if things they might look at it anyway, but if things aren't going that well, they're gonna refer back to the wording you used at the start. And if it's your valuation, then they're gonna blame you. So speaker-0: Mm. speaker-1: How that's framed is very, very important and then that makes your pricing conversation much easier further down the line. speaker-0: Really important. And ⁓ I went to evaluation two weeks ago and I was I was one of five agents to be to be net to to meet them. And the guy said to me, Do know what? I've I've had five people out and you're the only one that's not said it's a bad market. And I said, Really? And he said, Yeah, he said all of them have said it's a bad market. Now, if you think about it right, if you're sat there in your house and I've gone in and you said to me, So what's the market like at the moment? And I've gone, ⁓ it's not great. What yeah what's you what are you gonna think straight away? speaker-1: I'll wait. I'll probably wait until the market gets better. speaker-0: Exactly. You you're gonna have a complete negative opinion. I don't wanna lie. So the conversation with this guy was it it's not a bad market. It's a very, very price sensitive market. And my perception of a bad market is one where people cannot buy houses. So recession banks are no longer lending at the levels they were. Interest rates are really, really high. Yeah. What people th what people are seeing at the moment is that we've gone from not point one percent base rates of interest to three point seven five and going, you know, it's interest rates are high and hang on, they're not high. No. They're historically low still. You know, you you'll have a th certainly in the mid to higher end, the majority of the generation that you'll be speaking to will remember the early nineties when interest rates were fifteen percent plus. And if you s if you tell them that in the valuation, they'll nod along with you. And almost laugh with you. And then, you know, my first taste of it came probably in two thousand and seven, two thousand and eight, when we had that recession. But you know, my first mortgage was like seven and a half, eight percent. Yeah. so now to have an interest rate of three point seven five percent, it's you know, it's it's it's actually quite sensible. It's normal. Yes, there are other economical factors that are affecting the market and affecting people's affordability. Totally understand that. You could always argue inflation, I get it. But historically, interest rates are very, very low. And I think that that is the message that you need to be putting out to your homeowners that it's not a bad market because people are not buying houses. If your perception of bad is that houses house prices have come down a little bit, yeah, it's a bad market then. But that's all. It's just a d it's just your prices change. That's it. speaker-1: It's demonstrating that to sell us, isn't it? So on a on a val, we always ⁓ present the data to show maybe maybe the prices have fallen in the last twelve months in that area. A lot of them have. But then immediately we're backing that up with that is the case. But in the last six weeks we've sold seven these seven houses here, John. And we flop them all out on the table and all the broches are there for them to see. So you you you're managing an expectation from the start that you know the the prices might have been w what they were. For most people that's relative because they're buying on in the same area, most people are, or they're buying on in the UK, which is loosely similar. ⁓ but that houses are selling and that we've sold these five and seven and these seven and five of them over were over marketing price. You know, so you really should be there to deliver any negative news to the seller, but with a positive outlook, because it's totally possible to sell your property unless As I mentioned earlier on, you've got something that's super niche, it's gonna take longer. You know, you there are many buyers for that kind of property. On the whole, for ninety nine percent of properties, there are plenty of buyers at most prices, at most price points. speaker-0: It's how it's framed. I always like to take an extreme with the homeowner when we talk about pricing. So obviously we will perhaps talk about a bit of a pre-launch. But once you get them to buy into it and understand that the market values the home, that the market dictates, it's a c it's a completely different appointment. They're not just sat there waiting for you to say what you think it's worth. And I I think we'll all have been sat in those appointments where The homeowner's sort of saying I'll wait I'll wait for you to tell me what you think before I tell you what I think. We'll go at them. ⁓ but the reality is the market dictates, not me and not you, Mr. Homeowner. ⁓ and I think like I say, it's just getting them to understand that and make sure that you are delivering it in a way that sets you up in the future, you're not having to backtrack you know, I got I got it wrong, John. speaker-1: I think one thing that we've had success with on the pre launch recently is that so many people have seen what we're doing on social. They don't know it's the pre launch though until you sit down and explain it to them. They just see you on social. Yeah. And so they'll say, ⁓ God, you what? I've seen all these videos you're doing, or I've seen all this, or I've seen all that. They just think you're doing social media posts, but when you sit down with them on the ball and explain it's the pre launch, they go, but I had no idea that that's why you were doing it. speaker-0: Right. speaker-1: And yeah, with a lot of them, it really resonates. But of course that comes back to your socials and making sure you've got a great following and you're increasing your following all the time. You need you need to have a focus on that in in your business, definitely. Because it it just makes the appointments so much easier. I had an absolute belter of one this week, earlier this week. ⁓ it's a house we we sold a guy we sold this house the guy's previous house six years ago during the COVID market. So we had like forty viewings in one day. You know, so obviously he was well impressed with how that went with the quality of the marketing. Since then, he's spoken to loads people, and everyone he's spoken to is happy with us, whether they're a buyer or a seller. He's only really had positive vibes. Fast forward to now, his house is beautiful, you know, sandstone, one rendered house with a sandstone barn behind it, beautiful views, probably one point four, one point five mil. So it was a shoe-in anyway, but he had seen what we'd done on socials. He was like, ⁓ I just see you everywhere and then explained the why we do it and it's brilliant, mate. You know it went on so well. speaker-0: You i it the amount of times you get t told th that makes total sense. It makes total sense. It's great, isn't it? Once you nail that pre launch and you know exactly what the strategy is for it and how to deliver it, it just works. It's it's it just works. Especially now in this day and age. Yeah. Just going back a step there when I was talking about the extremes with the homeowner, one thing I like to sort of present to them ⁓ when it comes to pricing. So again, if people are talking about a bad market. So let's just say the house is worth around 700,000. We think the market dictates around 700,000 and we're thinking about pricing strategy and just about pitch the pre launch and ⁓ you know, we won't know until we put it out there, John, that kind of approach. But this is what the market is sort of dictating. ⁓ and then we talk about a bad market, and I'll say, Well, let's take absolute extremes on your property. You know, the market is dictating around 700. What would happen tomorrow if we put it on the market at 500? And you'll you'll get a look and they'll Well, I'd sell it in a half year. I Yeah, you have a stampede of people come through the door. You just have so many people come look at your house. What would happen if we put it on at nine hundred? We get absolutely nothing. And I always say, right, well, the difference between my extreme nine hundred and seven hundred and twenty-five is the same thing. You know, you it's you you cannot get this wrong. Which is why we need to do a proper thorough pre-launch strategy. Slow down. We don't need to rush it to right move and waste that really important time. You know, that first 14, 21, 28 days on right move is really, really important. It is where most people will start search. We don't want to miss the boat. And if we miss the boat even by 25 grand, 50 grand, people won't see it. They just won't see it. So let me talk you through a a strategy that will enable us to test the market before we actually go on right move. And Hopefully it'll make a lot of sense to you. Because I'm not buying a house. You're not buying your house. We're both in it together trying to sell it and get you the best possible price. And the truth is we won't know what that is until we put it out there to the masses and see what they think. And then obviously present the pre-launch. But it just gets them thinking speaker-1: Does get me thinking, you're right. And that's the key, isn't it? And you're also really standing out from your from your competition. Massively. You know, ⁓ w we've we've really found that by implementing the strategy with every every property that we go to, it's making us stand out even further. And it helps to justify a better fee, doesn't it? speaker-0: So obviously having a pre launch strategy is key, I think, for a successful launch to market fully price wise anyway. ⁓ because Right Move, as we know, is king. People start there. speaking of RightMove, we have had the latest house price index come out. We've we've written a lot of letters now. ⁓ that they're out and they're going out to ⁓ the public as we speak. So for those of you that are new listeners, we do quarterly market updates to our client base. ⁓ so Q one was successful. We've done just done the Q2 letter and ⁓ the members are getting it out now thick and fast, getting some great results. and obviously in between all that, obviously we've been re we've been reviewing Q2, but the latest house price index has just come out and it's it always makes interesting reading and I I just wonder if I'm honest as well, Ian, how many people in our industry use it to effect to educate the market because to me It's one of the easiest ways to manage your existing sellers that are maybe where it's drying up a little bit, activity's low. ⁓ it's giving you all the information, all the ammunition that you need to go out to your sellers and tell them exactly why the house is not selling, if they're overpriced. ⁓ and obviously it goes back to everything that we've discussed, pitching it at the correctly at the valuation and et cetera. But even even now, you could just pick up the phone and articulate what is happening. even send them a copy of it. It's not just me saying this. You we're talking about Right Move here, who have every single data point. They pretty much have every single buyer registered in the country. They can see the trends and they can see what's happening. And what it's showing at the moment is that asking prices ⁓ are coming down. So they were down last month and it's a larger than usual monthly price drop this time as well. It's come down one percent at this time of year. We can see ⁓ the number of homes for sale is slightly below last year, but it's still at a twelve year high. And what we can see, this is another positive, is that the average two year fixed mortgage rate is now four point nine two percent. It was 5%, 5.0, 8% last month. So what can you draw from that? Well, people telling you it's a bad market. Let's have a look at that. Prices, asking prices are coming down. Sales are still happening. So the number of sales agreed in the first half of the year, it's six percent lower than the same period in 2025, but stock levels are higher because there's the price too high. And it's level with the first half of twenty twenty four. So it's not a million miles away. It's not like sales have fallen off a cliff, like fifty percent of houses. Sorry, we're at fifty percent of the levels of last year. It's six percent lower. Houses are selling. And the other spin I would like to put on that is mortgage rates have come down. So all of a sudden your house is now more affordable to somebody looking to buy. Let's take advantage of that. And make more people see it. JK talks about this a lot, but trying to get them into a price brand, a different price banding that they might be a little bit more uncomfortable with, but that will generate interest. And I always say a homeowner never knows what they'll take until it's real. So if it's on a you know, if they're on a eight hundred and fifty thousand and they think that that is their bottom line, your challenge is to get them in in offers in excess of eight hundred. I guarantee that if they get a good offer at eight hundred and twenty five thousand, They're gonna consider it, especially if you frame the market the way it is, and also get them thinking about that 25,000. How's it gonna affect the rest of their life? Is it actually going to affect them the way they think it might? Could they get it off their onward purchase because everybody else is in the same boat? But there's some interesting stats on there, and I think that it's a really good way for a taking it to your valuations and educating your market, because that's another thing, Ian. I'm finding that new instructions that come into the market now. are selling much faster than than they have previously. And it's because we now know what the market is. Yeah. And I think people are as time has gone on, people are ac more accepting of it. Yeah. 'Cause 'cause the perception is, ⁓ the market's bad, isn't it, Dave? Market's bad, isn't it, Ian? And you're going, No, it's not. It's just price sensitive. So they've already got the knowledge, really. They just need it confirming and they need a strategy. So speaker-1: The ⁓ the more they read in the papers and see on the TV, you know, eventually that takes a while to to drip feed, doesn't it, into their consciousness. But eventually it does. You know, you pick up the paper this morning, not that I particularly read the newspapers much, but you I was in the shop getting a coffee and you see the newspapers and it's either a negative headline about Andy Burnham and what he's gonna do, or it's Trump in Iran, or you know, there's some there's negativity generally every day, isn't there? ⁓ and once people understand that It it makes it a lot easier, I think, to have the pricing conversation with them. speaker-0: Yeah, absolutely. And I like I say, i i I think it's really important to make people understand what's actually happened. It's the the housing market's not suddenly collapsed, has it? speaker-1: No. ⁓ I mean we're nowhere near that. ⁓ You know, it just it it's ⁓ yeah. It it it's poor. It's poor, but it is but it's but it's so common that other agents are talking like that. And I think you've got a really good opportunity to stand out if you can articulate things. We're doing our latest market update today. ⁓ Vicky and Phil are filming this one and We use the HPI data to talk about that on the market update. And then we send it out to all of our clients, put it on socials, send it out to how many valves we're going to. It's absolutely brilliant because you articulate the data to people. And then you also tie it into locally what's happening. So we'll be saying prices have dropped. You know, this is the data. But equally, you know, we've sold 13 houses so far this month between 500 and 3 million. You know, so yes, the data is showing the price have dropped, but on the flip side, you can easily sell your house if you market it and price it correctly. And I think most agents aren't aren't putting that information out there correctly. speaker-0: Yeah, totally agree. I totally agree. And it it's it just it does come down to educating your market and and then articulating the data. I mean, that's what we do in the letters again. You know, you d there's a national outlook and usually to be fair, the national sentiment is the same locally. It may be that sales have are down a little bit. Yeah. Price everything coming down a little bit. But it's never ever as bad. I mean, we delve right into the micro data whenever we do the letters or whenever we do evaluations. So it's literally right down to the the the number in your postcode and showing exactly what's happening in your local area. It's just so powerful because you can show what's happening nationally, what's happening locally. And then as you've ⁓ alluded to before when you get your brochures out, ⁓ stories help. They really do. Not stories of state agents. You do help. Well you do help. You do help, yeah. ⁓ stories help. speaker-1: ⁓ we do help. speaker-0: You know, you w when you can articulate how somebody else has had great success. And equally, ⁓ I think I touched on this at the last mastermind, but if you've got a couple of like a couple of bums, a couple of bum properties, you know, that are just not selling. a couple of bum properties. Could I have described that a bit better? speaker-1: When you look to be on, but we'll move on. speaker-0: Okay, yeah. Couple of a couple of stale houses. Yes. Where yeah, okay. ⁓ where, you know, they've they've not been successful. speaker-1: Yeah. That can help. Explain. The best ones are the ones where they they came on at a price that was the market suggested was correct and we'd done some pre-launch and it it backed it up and they've come on and they didn't sell. And then you can demonstrate how just by a price change onto a new price point, it sold over marketing price within a week. They're they're the best ones really, because it massively emphasizes the point, doesn't it, to the seller. ⁓ speaker-0: Yeah, of course. Just speaker-1: And then on on the on the flip side of that is properties where you've done the pre-launch and it's it's suggested the price wasn't right. You've gone on at a different price to the original price you were thinking of and it's sold within a couple of weeks. That can those kind of stories are really, really, really powerful to people. And the amount of awesome you go to where people will start by saying, Market must be bad at the minute, Ian, is it? What's you know, the the the times is telling me that it's falling off a cliff, house sales and all these sorts of things. Well I don't speaker-0: Mm-hmm. speaker-1: Actually John isn't, you know, this this one round the corner did this and this one did this and but having those examples to hand is is very important. speaker-0: Yeah, I think that it it it is it is extremely important how it's framed. we acknowledge what's going on. So you touched on it before, there's been a change in government ⁓ sorry, change in Prime Minister. There's been a lot of political uncertainty and you generally get people just sitting tight and waiting to see ⁓ e even yesterday somebody I spoke to literally said, Well, let's see what Andy Burdom does now and he was referring to I'll see what happens before I put my house on the market. You know. And but people do have this mentality. Now that's somebody that I can actually speak to and educate and say, look, it it doesn't make a difference really, because the, you know, whatever you're buying will it be in the same boat anyway. ⁓ but think of all the people that you don't get to speak to who are hearing this. speaker-1: Yeah, exactly. That's why your market update is important. And your market update letters. You know two or three different ways of educating your audience, you know, your market. That's very important. And of course, I know we've said this a million times, but the consistency is the key. The consistency is the key. So a quarterly letter, a monthly update. You know, what I I said to you lads yesterday, we were in London, weren't we doing a bit of filming and that and I said to you, how speaker-0: Absolutely. Yeah. Yeah, okay. ⁓ speaker-1: I d in an ideal world, we film our market updates on location. So in a pub, in a restaurant, in a cafe, in a gym, you know, wherever, in a like a local because then we're it also becomes a local community thing as well. So you like killing two birds with one stone. But the past two or three updates we've done, we've done them in the office. Because we're too busy to get a location secured and go out the office and film it, and in the office we can do it dead quick, but we've done it. And that's Yeah. speaker-0: Mm. speaker-1: Consistency is the key. speaker-0: It it is. You were telling a story yesterday, if you remember, we had a bit of a laugh on camera 'cause you couldn't get your words out. But about how, you know, you have become well, you didn't you have a great story about somebody who'd got a two million pound home, they'd seen you on socials, got been getting your letters, that kind of thing. Do you remember? You were talking about it. And it was basically w it it came from the consistency of what you do. Yeah. And this particular person was probably on about their sixth or seventh letter. speaker-1: Yes. speaker-0: following you on socials yeah and then when you eventually got to meet them and said, So where do you know us from? And you said, Well you've been sending me letters for nearly two years and I watch all your videos on social, really like your content. They have never once engaged with you until they started thinking about selling the house, but they've been watching you from afar. So so they they've been watching you from afar and they speaker-1: Yeah. So the reason we're laughing because that's a quote from Extras. speaker-0: It is, sorry. but they if they have, they've been keeping an eye on you what you do, they've been getting your letters and then they decided to call you. Think, right? So I know how much investment goes into the quarter letters. You know, it's not it's not cheap to do. ⁓ it requires consistency. Imagine if you stopped after the first one. Yeah. Imagine if you'd not put out the content that you've been putting out on social media. speaker-1: Well imagine you put out the content on social media and then worried every time you did because it only got one like or it o you know what I mean? Exactly. speaker-0: Exactly. Now let's y let's just look at the numbers. That p t I we know what you charge, you charge two percent plus that. That house is two million pounds. Yeah. You by by not being consistent with your marketing, that'd have cost you forty grand. speaker-1: Yeah, yeah, indeed, yeah. speaker-0: times however many houses do you sell every year. So it's so, so important that you're all over this. And it doesn't take long to do. ⁓ you've even got help with various different pieces of AI software now that can ⁓ help you sort of put a little script together if you want to ⁓ speaker-1: for the for the HPI it's very straightforward to put a script together. Yeah. ⁓ I think this ta this probably well all of this ties in really to how we can help agents at TCA. I mean it's become a it's it's the way we've been talking's turned into ⁓ an opportunity to tell people I think how we can help. All this sort of stuff we can help with. You know, so many of our member agents are getting great results with fees. speaker-0: Yeah, exactly. speaker-1: You know, we've got one in particular who's coming on a podcast in a couple of weeks. Two lovely ladies and they their their success divide has been amazing, hasn't it? I mean, it's just brilliant to see. speaker-0: Yeah, unbelievable. I mean, just to give a taste on that, they've gone from one percent fees now to what what did they get last week? One point seven five percent. speaker-1: Yep, and they're not doing low end, you know, so that's that's over a billion quid. speaker-0: Well of them. Yeah. And and just change the fortune. So I'm looking forward to that podcast. In fact, I don't think I'm on it, so it'll be better. Nice, much better and nice, nice to listen to while I'm on a holiday. Anyway, right, I think we'll leave it there. Short and sweet today. no JK, no Michelle. It's obviously shorter because JK's not here waffling on, but ⁓ you know, he'll be back. Don't worry. ⁓ anyway, yeah, thanks for listening, guys. ⁓ TCA, if you want any more information on it. about everything that we offer, we would be delighted to speak to you. So ⁓ just drop us a message for now. We'll see you next week. Thanks for listening.