SIMON BRADBURY, of Thomas Morris estate agents, kicks off a new occasional series in EYE. Intended to be positive and helpful, we would like to hear from readers working on the front line who have an idea for their business that they are considering, or actively planning to try out. We don’t want your innermost business secrets or your entire business plan – just an idea that could be a lightbulb moment, that you are happy to share

 

Like most people, I do enjoy the occasional inspirational quotation to see me through the day, or help me focus and learn from other people’s experiences, both good and bad.

However, every now and then, I hear a phrase that is meant to help, but doesn’t, sometimes having the totally opposite impact to that intended. One such example is…

“If it ain’t broke, don’t fix it.”

How uninspiring, depressing, and simply… wrong!

At Thomas Morris Sales & Lettings, we  had another pretty good year in 2017. We’ve won a few industry awards, tested and implemented a number of new ‘proptech’ solutions, maintained a better than average customer service rating, and ended the year with a reasonable profit – so why the need to ‘fix it?’

Of course, there really isn’t an actual need – and that’s the point.

In November and December, our senior management team decided to ‘fix’ what is evidently not ‘broke’. We carefully analysed our marketing, the content of our training, staff remuneration, working hours, office processes, reporting procedures etc, and as a consequence introduced a number of changes that we expect to have a significant impact on our bottom line, as well as improve the overall customer experience and that of our staff.

We have found this a particularly challenging exercise, and on more than one occasion I could hear those (apparently comforting) words ‘but it ain’t broke…’ and wondered if we were adopting the correct approach.

Though I’m not prepared to share details of all the changes we are implementing at Thomas Morris Sales & Lettings (we really do have some outstanding competitors, and I don’t want them copying us!), I will share one simple change for your consideration…

In a bid to reduce the ‘computer says . . . let me put you on our mailing list’ mentality, we’re experimenting with NOT automatically registering applicants on our CRM system, as has been our common practice.

We’ve introduced a more free-flowing conversational approach to initial applicant qualification which will hopefully improve the customer experience and further liberate our staff to do what they do best – match people to property. Only when a colleague is really satisfied that they understand the needs of a particular applicant and have reflected upon their handwritten notes, will they be registered on our computer system.

I am aware that a number of other agents are already utilising this approach, and it could be argued that we are in fact late to this particular party – but for us it really is a significant change which may or may not yield the desired results.

As I mentioned, there are a number of other changes we are experimenting with, and I’m sure they won’t all work – we’ll have to see.

So my new favourite quotation?

“If it ain’t broke – break it!”

I’d love to hear your favourite inspiring/uninspiring quote!