An estate agent phoned a competitor which claimed to be open 24/7 to request a valuation at 3am.
His request was declined and Daniel Pilley, of CXG Estate Agents in Haverhill, Suffolk, has now complained to EweMove – sparking a furious online reaction.
Pilley has told the firm: “This is an official complaint regarding your advertisement in the Haverhill Weekly News.
“Your advertisement claims to be open 24 hours a day, 7 days a week
“Declares to be an estate agent in Haverhill: ‘EweMove Haverhill’ and Haverhill telephone number.
“I would dispute the above as I called and requested a valuation of a property at 3am and was told this is not possible.
“There is no such estate agent branch in Haverhill. You are an ‘online agent’ and when calling the telephone number given (01440 code) it is answered by someone in Saffron Walden (01799 code), again the number advised by your ‘live chat’ agent online.
“You are listed on the Property Ombudsman as “Ewemove (Saffron Walden & Haverhill) Ltd”.
“I feel this is deliberately promoting a ‘product’ that does not exist in Haverhill and should not be advertised as such.”
A furious Glenn Ackroyd, who styles himself as “head shepherd” of EweMove – whose motto is “We won’t pull the wool over your eyes’ – made a 16-minute video repudiating the claims which he put online.
Ackroyd says he will make a video whenever he receives a complaint in the future, “just to expose the lengths agents will go to to stifle competition”.
He also emailed round alleging: “We’ve been reported to the Advertising Standards Authority with a blistering attack on our marketing.”
In fact, no complaint has been made to the ASA, although it was copied in on Pilley’s complaint to EweMove.
Ackroyd’s video – at 16 minutes, rather longer than a trailer for War and Peace – was taken down in the course of this morning.
Comments (43)
So what’s that then? Approx 16 instructions per branch/franchise on average? Just trying to do that maths……
The figure is New instructions since we started the book promotion, not all instructions – It is to make the point what we are quite happy with the success of this as a marketing tool and we’ll continue with it.
Sorry Glenn I’m struggling here….. So you claim that you have signed up over 800 properties in the ‘last few months’ off the back of these books from a distribution of only 9000. An 8.8% conversion rate? Are you serious?
However your Rightmove page shows only 717 listings including all stc properties. Are you saying that these books are the only source of instructions or are you just as dodgy as the rest of us awful agents?
It is correct that we’ve signed up over 800 properties in the last few months. Our Ewereka system gives me realtime stats. Current listings does not include sold listings. We have sold hundreds of properties during that period as well. As for the lead source – not all leads will be directly attributable to the book. They are a sales aid to bolster conversion of appraisals – and the source of the original enquiry will have been some other source of direct response marketing, be it direct mail, leaflets, PPC or networking – All of which contribute significantly to our leads. As for other agents being dodgy, surely not 😉
How can you be contacted directly please?
kind regards
Ewe Move posted very good moving manuals to local residents in our patch. Must have cost a fortune and good effort. The issue with them is the branding. Every time I conduct a FMA and Ewe Move also present, most vendors state they will not have a sheepshead on a board outside their home. The branding is the main failing with most, not all, potential vendors.
baaaarking!
Over 9,000 of ‘The 39 Steps to a Successful House Sale’ now published – We’ve signed up over 800 properties in the last few months on the back of them. So consumers may tell you one thing, but they may also act differently. And as the saying goes “Actions speak louder than words”
special agent 61 – what a load of rubbish. In my town the staffing hasn’t changed for years, well mid to senior levels anyway.
And also, I agree everyone needs a chance to start somewhere. Usually at the bottom working their way up….. Not blagging it as a boss from day one pretending to clients that they are experts in their field.
Suspect all you want.
You’ve obviously not used the services of a corporate recently!
Who are any of us to judge wether these franchisees are capable of doing the job without exprience of using one? I suspect a week’s training is probably a luxury for the average new starter in corporate land.
I’m well placed to comment as we’ve just placed our home on the market (not with a Ewemove or indeed any franchise) but we’ve been subjected to hours of b……..t delivered by sharp suited kids with no knowledge of the business whatesover!
**** training isnt just the preserve of franchised businesses. The recession has stripped estate agencies of the experienced staff that cost money only for them to be replaced with cheap wanna be hot shots who cut corners ignore the terms of the consumer protection regulations and are obsessed with cross selling. Trying to find a good honest agent has been a nightmare.
Given the choice of an un-caring corporate or a new starter who really tried to deliver a service I know where I’d go. We’ve been lucky and found a local independent who we have found to be honest and diligent.
Thanks for the suggestion but I’ll stick to championing the cause of new small businesses and their owners who have to guts and determination to have a go!
“but we’ve been subjected to hours of b……..t delivered by sharp suited kids with no knowledge of the business whatesover!
Soon we will be hoping to give birth to educated, experienced knowledgeable business people instead of babies!
You can hear doctors in the delivery suite “Congratulations you have an experienced valuer who is over 30, with lots of knowledge” not the baby you had hoped for but at least he/she will get on in life now and be given a chance. Pfft, we’re you knowledgeable and experienced from birth Special Agent 61 and that is the name they stuck on your hospital tag??
Really winds me up when the pop at the “kid” bit comes in – My flag ship office has been run by a 23 year old (now 28) and he lists 20 to 30 a month and sells as many from just his office (small fry for some I am sure but not bad in my books) Young looking, sharp suited and BL99DY good!
It’s not the kids or the sharp suit!!! I would blame the corporate training personally which gives this image! Their personalities stripped to deliver, spread sheets and a real flip chart/number crunching/pressure valuation.
These “Kids” need a chance and finding their own way of “doing the job” and with guidance and help from the owners and experienced staff it is the only way they will develop into polished agents or more so “peoples people” which is what it is all about.
All that made sense in my head!
**were you knowledgeable ** sorry….. I don’t know, see what happens when you get an old, shabby suited adult posting on the web! 😉
There are good high street and bad. Good franchised businesses and bad. We’ve got some hot shot franchisees and some average ones – That’s the reality. But I completely echo your sentiments about people being tired of ‘wide boy’ agents from whichever business guise they come from. I have written a book about it – but I won’t publish details, or I’ll be accused of self promotion 🙂 But I set out all the tricks of the trade that estate agents get up to to hook customers. Eg Never tell customers your fee on the phone, always try and book the last valuation, go last so you can pitch a higher value and match/beat commission – When it doesn’t sell, get them to reduce the price before the contract expires. Etc. etc. Our customers get this book before our appointments so they have their eyes wide open.
Good on Mr. Ackroyd I say!
For far too long fledgling businesses have been subjected to severe intimidation from so called established professionals who are too backward to move with the times and up their game to retain their market share and instead resort to childish tactics in order to prop up their ailing businesses.
Copying in the ASA is clearly intimidation and by adding in the local press to Mr Pilling’s clear intention is to try and frighten them into pulling Ewemove adverts – cheap and tacky tactics.
I seriously hope that the good bergers of Saffron Walden and Haverhill vote with their feet and give the under dog a chance for once!!!!!
I’m also reminded of the old addage “people who live in glass houses should not throw stones” I really hope CXG are complying with all the relevant guidelines – quoting fees that include VAT for instance????
What absolute tosh. Why does setting up people with absolutely no experience represent being an underdog? If anything it shows contempt and disrespect for sellers and the industry. Further than that it is suggesting that someone with a week of training should advise on the biggest financial asset a seller will probably have in their lives, with ABSOLUTELY no experience other than, what did the video on training say, oh yes ” life experience” It would actually be a joke if the repercussions of someone passing themselves off as a professional wasn’t so catastrophic.
I suspect you are something to do with this shower but if not and you want a cause to champion I would suggest you join Greenpeace and go and stop whaling off the Japanese coast!!!
Special Agent 61……..It wasn’t the high street agent making false claims so where do you get “intimidation” from……ALL businesses have to comply with the ASA rulings and saying you are open 24/7 when you are not is a lie, and falls well short of fair trading-FACT. If anything it is “ewe” that is intimidating in this case!
I agree – 1 week is not enough. You have to start somewhere and experience comes with time. However, our Franchise Development Manager has over 30 years experience with Countrywide, Northwood and Hunters and he is their mentor and guide. After the 1 week training, we hold monthly 1 day training courses, 2 annual conferences, we have 41 x 1 day training courses, 2 x 1 day photography training, weekly webinars, weekly business boost days in 7 parts of the UK, not to mention a franchise support team. Whilst our training can always be improved, we think it is very comprehensive. All in all that’s 10 weeks training, but franchisees pick and choice what days to attend and courses that they think will benefit them most. To encourage training, it’s provided free.
oops, forgot to add bi-monthly regional franchisee meetings on top. We have one tomorrow (21st May) at 1pm at our HQ – If anybody wants to come, you’ll get to meet our Northern franchisees. They’d be delighted to answer any questions. We’re based at Junction 26 of the M62 – email me and I’ll send you directions – glenn@ewemove.com
18 franchisees turned up, but nobody on here came. Perhaps it was too short notice? Anybody is free to visit us anytime. Our next open days are here > http://www.discoversheep.com
That’s very funny.
When will online agents realise that they need to market themselves alongside traditional agency services, instead of against them. It surely follows that if c.98% of sellers still favour traditional agency that they would say something like “high street agents are good, but we believe we offer the same levels of professional service at a more attractive fee” instead of “high street agents are useless con merchants, we can do the same job for a couple of £100″……The latter will always suggest that online agents actually don’t offer anywhere near the service that pro, high street agents do, and that is why they continue to use the “attack is the best form of defence” mentality.
To me it’s not a case of online -v- Tradition – It’s a simple providing the best for consumers. I’ve nothing against the high street. High Street means a local person on the ground, which I completely agree is the best solution for the customer. That’s what we do. What we don’t do is operate (in the main) from a branch, because in our opinion, there isn’t the cost benefit. The savings in overheads and provide a better overall consumer experience – ie. 24/7, online operations etc – But technology will NEVER replace local expertise and the person on the ground. That’s why we only operate with local branch directors.
How embarrassing… Looks like Mr Ackroyd had that script pre prepared to go live as soon as a complaint landed on his desk!
However, I shouldn’t think it’s the first complaint he has had to deal with. Take a look at their Facebook page… two tier ratings, 5 stars (probably mostly from fellow sheep including Mr Ackroyd) and 1 star ratings from the public.
Also I’m sure the other franchises must be preparing their complaints, maybe nervous to talk if the boss fires back a Vimeo video at them…… take a look at the video on Facebook showing how profitable their business model is… projections of a £286k net profit in year 5 on a £340k turnover… I think we would all be dressing up as sheep if this was actually possible.
https://www.facebook.com/ewemove/videos/vb.475285962545885/637320933009053/?type=1&theater
That is cliché ‘spice girls’ marketing; do or say something that is just over the edge in order to incite a reaction. With no actual usp you have to invent one even if it is false. If no-one has seen a sold board or no-one has ever heard of you , you have to create a presence. Without anything to boast about, with no discernable usp you have to “Bridget Jones” (do anything to get noticed )
Hi Robert, we are open 24/7 for calls, and online enquiries and Live Chat. So the claim is true.
its 0520 and the live chat operator says you open at 9am
We show franchise prospects exactly what current franchisees are earning before they join. No smoke and mirrors. And they speak to 3 franchisees of their choice before they even come to see us – So they get to know the facts for themselves. So whilst you are right to be sceptical, we are very transparent with anybody who looks to join.
Agents get a variety of reviews and good and bad reviews come from the public – If a tenant has applied for a house, and we get 8 applications, 7 people are not happy. But we do not charge fees to apply so at least they have not been put to financial expense. New franchisees get to speak to any number of our franchisees before they join (a minimum of 3 of their choosing), so they can get the inside track and find out the real story before they consider joining. We’re also very open and transparent with our figures and the costs involved in our open days.
I did hear about this and had looked at one of their recruitment drives on YouTube. It appears that the second string to the EweMove and probably how they make their money in addition to the £5K of saving from no hopers, is a kind of pyramid selling with licence holders trying to recruit other licence holders. One classic on this video was some chap saying ” we all KNOW estate agents offer a bad service, which is where we come in. I had never been an estate agent but after a week long course I was ready to go and able to offer a better service than traditional estate agents” Says it all I think.
We do not make money from licence holders recruiting others, in fact, our franchisees do not pay us any license fees whatsoever until the second year – i.e. after the first year of building their business. Also, we provide up to 10 weeks of free training throughout the year, for franchisees and their staff – Further details are posted below, but you see see our training calendar here > http://bit.ly/EweMoveTraining
Due to legal reasons I am unable at this stage to comment with regard to the video. However I am pleased to see following our complaint The Head Shepherd (Glenn Ackroyd) has agreed to back down and make his advert factual. Until other issues are resolved CXG will not make any further comments.
video? what video? a video without an audience is pencil without a lead; pointless. Without the publicity the video is designed to attract no one will ever see or care about the video. I wouldn’t bother with it, I certainly would bother with solicitors, effectively all that is doing is getting you to pay for more publicity ,the very thing Mr Ackroyd needs and seeks.
The complaint raised various points, which we have confirmed all to be correct. You have subsequently said that you are also open 24/7, so we are not the only ones. We have taken you on faith and said that if that’s the case, we’ll remove ‘only’ from the ad.
Fair play! to say 24/7 I would expect the same service at 3am as I would 3pm. Unless you say 24/7 answering service.
Spot on Ric, 24/7 suggests the same level around the clock. I say fair play to anyone offering that level of service. As a vendor with a full daily diary from about 5:30 a 6 :30 am valuation and take on is great service. It is simply frustrating to try to access claimed ‘fully trained estate agency staff’ to find the live chat service is switched off and the phones are answered by an out of hours service who say the real staff will be in at 9.
Correct, and so would I. And that is the point. You can phone us at 3am and book an appointment, or a viewing, or report a repair and be dealt with. Some agents simply rely on PA services who are no more than message takers. 49% of our online chats are out of hours, 39% of our calls.
Evening Glenn – If you can book the viewing, arrange a valuation, SORT the repair there and then at ANY time by calling your vendors then fair play – I too have “Live Chat” but make it very clear it is simply a way to communicate getting some “stock answers” quickly but on the whole it is a messaging service so someone will call back within minutes of opening or minutes of getting the transcript through, nothing more and nothing less though than a messaging service really.
I could claim buyers could arrange a viewings 24/7 etc but it would be a lie, as if it is an owner occupied property we would not be calling the owner at 3am and as I assume you the same where as in social hours you would get that viewing/offer/survey etc sorted within minutes, I’ve not tried your 24/7 service out so cannot comment, but for me I would ask “is it a full 24/7 service” or “reduced service” the latter acceptable in my opinion and better than many offer, but the former must mean you will call your vendors regardless of time and perform in exactly the same way as in the day.
As for complaining, I would personally do what I do with the local companies/corps around us who claim 9pm close times etc, I tell people what I offer comparing it to what others suggest but then invite them to mystery shop us by calling us or walking in any of my offices at the extended opening times and then try to call the others at 8:55pm and ask probing questions about specific property and see what kind of service it is……. I typically find by comparison alone the customers decide who is trying to pull the wool and who is actually offering what they say they do.
The simple solution is to tell the truth and not make false claim.
Honest competition is good competition: everyone benefits, competing firms become stronger, consumers benefit. Rivals respect each other and learn to be better.
Dishonesty, false claim and exaggerated half truths benefit no-one. It is the ASA’s role to assess and regulate misleading advertisement so any advertiser in any industry ought to expect a call if there is even a sniff of falsehood about their adverts. False advertising only benefits the individual firm at a cost far higher than the advert or business it attracts. Respect, dignity and standards evaporate, the cost and time to rebuild all of that is enormous and often futile.
With as much respect as I can muster I would suggest a petulant retaliatory video might make Mr Ackroyd feel better but it simply won’t do anything to re-build reputation or make true an un truth. It isn’t just agents who are making complaint to the ASA about misleading advertisement.
“Dishonesty, false claim and exaggerated half truths benefit no-one….” Absolutely. Completely agree. I wonder when someone will complain to the ASA about all those agents who claim to offer “the best possible price” – without, of course, being able to prove anything of the kind?
Most agents can prove best price. Best price is determined at a given point in time, based on the facts known at that time so it is easy to prove best advice. It is when the market changes either way that issues occur if agents aren’t brave enough to follow the market up or down.
Sorry, but there is a difference between the price that a seller is prepared to accept, given a certain set of circumstances, and “the best possible price.” The latter is an absolute – it is not relative to any other factors, like, for example, how desperate the seller might be to move. Instead, it clearly suggests that there is no buyer anywhere in the market who would have paid a higher price. It also suggests a better price than any other agent in town is capable of achieving – and sorry, but I don’t accept that any agent can ever prove either of those things; at least, not routinely, although it may happen on occasion. It would be far more honest (not to say, less exaggerated and misleading, which we all apparently deplore) to say something like: “We will get you the best price we are capable of achieving – given that we cannot absolutely guarantee that your property has been seen by everyone who might have been interested in it.” Not as eye-catching, perhaps, but perhaps rather nearer the truth…
Alas, we market with integrity. Eg publishing inclusive VAT rates etc. All of the points set out in the complaint are not been pursued by the complainant. They did allege that they are also 24/7 – and whilst we have seen no evidence of this, we have taken that in good faith and said we’ll remove the reference to being the ‘only’ 24/7 agent.
Talk about ramming it down our throats. He needs to stop bleating on about it.
They sound like right sheepskates!