South-based chain Andrews is launching a John Lewis-style initiative called ‘Match It!’, designed to stop new business from going to other ARLA agents.
The company, which prides itself on its award-winning lettings service, will guarantee a price match commission fee for any customer who finds a comparable service offered for less by any other ARLA regulated letting agent within three miles of an Andrews branch.
The “never knowingly undersold” offer is available in every Andrews lettings branch and it includes all elements of the company’s lettings service – let only, rent collection and full management.
David Westgate, managing director of Andrews, said: “We have launched ‘Match It!’ because we believe that we do offer an unrivalled service and lettings packages.”
The offer is subject to Andrews’ minimum fee and applies to new instructions only.
Comments (3)
Any head of sales or strategy who suggests this is either inexperienced or daft. One does not increase service or value by reducing price. This becomes a business devastating race to the bottom for all that play this amateurish game.
I have been an "Arla Agent" agent for more than 20 years. Throughout this time one of the consistent messages from Arla has been that member agents should not try to undercut each other on fees. What a disappointment, Andrews.
David. Interesting marketing. But why be at the same level as everyone else? If you think you're that much better (and you may well be) surely you should be charging more, not sinking to the lowest common denominator? Just a thought.