A leading letting expert is urging agency owners to place even more emphasis on their sales approach in order to drive further success – and profits.
Sally Lawson, Founder of Agent Rainmaker, says that many letting agents focus solely on back-end operations to ensure a smooth-running business, but often neglect to recognise the importance of an effective front-end sales strategy, which is just as important to encourage growth and improve profit potential.
“In the realm of letting agencies, a noticeable transformation is underway. While the traditional agencies have long been entrenched in back-end operations to make sure the business itself runs smoothly, a paradigm shift towards a sales-centric approach is finally – and rightly so – taking hold.
“Historically, many agencies have been mired in the minutiae of day-to-day operations, allocating resources primarily to manage the complexities of property management, rather than fostering growth through sales initiatives. This operational focus – while essential for ensuring smooth functioning – often comes at the expense of sales team development and lead generation. One can’t work effectively without the other.
“And, it goes without saying… without a steady influx of leads, sales teams struggle to make meaningful contributions to business growth, which has a knock-off effect across the entire business – leaving it at a stand still or worse yet, going backwards. So, why this inclination towards back-end operations?”
According to Sally, the answer lies in the inherent complexity of the letting agency landscape. Professionals within this arena have intense workloads and wide-ranging responsibility, taking care of a whole host of activity throughout the business. And – quite simply – there isn’t always time or resources available to focus on sales, without the risk of significant stress or burnout.
“Letting agents wear multiple hats – from legal advisors and property managers to HR specialists and compliance officers,” Sally added. “The sheer breadth and extent of their responsibilities can, understandably, overwhelm even the most seasoned professionals.
“However, in today’s digital age, solutions abound to alleviate this burden, including: outsourcing key functions like client accounting and marketing, or leveraging innovative software solutions. Many agencies have ample options available to streamline operations and refocus time, efforts and resources onto sales.
“Many smaller to mid-sized agencies have embraced outsourcing as a means to reduce complexity and workload. By delegating tasks, such as paperwork, marketing, and administrative duties to external partners, they free up valuable time to prioritise sales and lead generation. Similarly, larger agencies have adopted a centralised approach, consolidating operations at Head Office level to remove complexity from brand-level activities, enabling sales teams to focus on their core competencies: finding landlords, tenants, buyers, and matching them effectively.”
The key takeaway, Sally explains, is that it’s time for agencies to conduct a comprehensive audit of their operations and explore opportunities for optimisation.
“By outsourcing, centralising, and leveraging technology, agencies can refocus their efforts on what truly matters – driving sales and serving clients,” Sally concluded. “It’s time to shift the narrative from back-end operations to sales excellence. It’s time to empower sales teams to thrive and propel letting agencies into an exciting new era of growth and success.”
