Taking a proactive approach with viewing generation can increase foot flow through properties and generate more offers. Today, we’re looking at seven effective tactics from agents that excel at generating more successful viewings. And we’ll be linking these to RPS – Reapit’s fully integrated solution for estate agents, with tools covering sales, lettings, property management, client accounts, analytics, online and mobile – with focused platform insights that can help you drive more viewings with increased success.
Here are our top 7 tips to generate more successful viewings:
1) Become property experts
Have your negotiators visited all available properties? Are they capable of describing them accurately to a buyer? Arrange for sales staff to visit all existing stock and book appointments to view new instructions as they come to the market.
Use the RPS diary to book and manage appointments, with full details of colleagues’ diary movements across all branches. RPS Power Reports can be utilised to produce detailed reports on staff performance – are they booking in visits, and if so when? Use in conjunction with the RPS Diary to ensure your teams are prioritising daily tasks, and generating the most efficient use of their time for your agency.
2) Define your sales approach
Are sales staff using a structured sales approach and selling the idea of booking a viewing to applicants, rather than just waiting for a viewing request?
Use the Power Reports to the review numbers of applicants contacted and viewings booked to establish conversion rates and compare these against pre-agreed KPIs. Journal records of matches can record conversations between sales staff and applicants regarding precious matches against specific properties, to identify those keen to view properties.
3) Know your area like the back of your hand
Personal or office targeting, financial incentives or league tables can increase viewing levels in more assertive sales offices. Whilst this approach can work well in the right environment it sometimes generates high levels of weak viewings if the emphasis is just on viewing numbers, which could annoy clients and waste valuable office time.
The Sales Daily Report allows managers to review staff performance and then discuss in daily morning meetings. Use it to determine your strengths and weaknesses and create action plans and incentives to encourage best practice in the workplace.
4) Maximise applicant viewings
Once a viewing has been arranged it is often much easier to book a viewing on a second property. Are negotiators aware of this? Make sure that this is included within any internal training courses.
The Applicant Analysis MI report lets you review applicants by number of viewings booked, cross-referenced by negotiator – this allows you to identify which staff members tend to book multiple viewings. Incorporate these into your internal training to get the most out of your team so that they can drive applicant viewings.
5) Determine your ‘hot’ applicants
Do you link the ‘hot applicant’ status to viewings? Viewing a property is often an indication of a commitment to the house buying process – viewers with the ability to buy should be regarded as ‘hot’ and targeted when new instructions are matched.
The Applicant Status functionality within RPS offers the ability to set a ‘Hot / General / Cold’ status against each applicant – giving you a detailed view of applicants best to target. Use the Power Reports against applicants with no status registered to help drive data quality.
6) Review stock and adapt
Does your office regularly review stock that is not attracting viewings? Make sure this is a regular discussion point in the branches – encourage staff to propose ideas to increase viewing levels.
RPS Power Reports can be used against properties that are for sale but have not had viewings within a given period to identify potential price reductions. Adapt your strategies accordingly to find potential applicants and match them with their ideal home.
7) Give your offices a facelift
Simply rearranging a window or wall display can sometimes generate fresh interest in less popular stock. Make sure all offices with window or wall displays rearrange them on a regular basis.
With Property Records and Window Card templates available within RPS you can have several different window card templates so that the same information can be freshened up if necessary.