Are you providing expert advice and guidance at landlord events?
When it comes to event planning, you’ve probably got a it all sorted. You’ve planned to either exhibit or attend, and you’ve got your marketing collateral printed and ready. On paper, you’ve got all the tools to succeed, and to generate those all-important leads. The problem comes however, when that’s where it ends – when businesses show up at an event, hand out a few leaflets, pack up and then go home. They get lost in the hundreds of other businesses that are doing the same thing. They don’t think through how they’re going to leave a lasting impression with the landlord attendees, because they feel that just by being there they’ve doing something above and beyond for their brand.
How wrong these businesses are.
Developing a brand, and positioning yourself as the expert also involves the human element. Every piece of collateral you have can scream why you know your stuff, but landlords will only ever be fully convinced of this if they hear it from the horse’s mouth. If landlords are attending an event, there’s a reason for this – they want to become informed and they want answers. By exhibiting at an event, you’ve got your target audience at your fingertips. You just need to ensure you’re prepared with the answers that will tap into it.
Academics are remembered by the work they produce and publish. They get a reputation as the expert in their field, and this analogy can apply to letting agents exhibiting at events. By offering your advice and guidance, you have an opportunity to really stand out from the masses. This can be in the form of speaking at events, which is a really powerful way of capturing your target audience. As landlords are attending for advice, a well-prepared speech, full of useful information, will make them flock to your stand. And then if you make yourself available to answer their questions face to face, they’ll hand over their details and bang, you’ll have a lead.
You many think you have nothing extra to say, but you couldn’t be further from the truth. You have the experience and knowledge that landlords are most likely lacking, and by informing them of something they don’t know, you’re immediately elevating your status. Likewise, by answering their questions and queries – you’re proving your knowledge and your position as an authority. Landlords at events are probably weary of sorting everything out themselves, for example, trying to keep on top of new legislation or running around setting up new tenancies. They’re eager for a helping hand, and when it comes to events, they’re right at your fingertips.
If you’re preparing to speak, or provide advice at events, answer the following questions beforehand:
- What makes you different from any other letting agent?
- What do you stand for? What are your core values?
- What do your current clients have to say about you?
- What is your USP?
- What knowledge and guidance can you offer to attendees?
It almost seems like the obvious advice, but you’d be surprised how many letting agents don’t fully integrate themselves at landlord events. It’s not just enough to make an appearance on your stand, and hand out leaflets which will either get lost in the sea of other leaflets (if you’re lucky) or more likely, the bin. A well-prepared speech with a question and answer session, and your presence on the stand, will really get your business remembered.