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Are your staff using Propertymark membership as a USP?

Thursday 06 June 2019

In Propertymark’s most recent member survey the top reason that members give for staying in membership is credibility. This backs up previously collected data that shows Principals, Partners and Directors join Propertymark to give their agency an additional unique selling point (USP) while individuals join to demonstrate their commitment to professionalism.

This makes sense, with pressure on supply, agencies need to be using every tool at their disposal to the maximum benefit. Alongside this, consumer awareness is growing all the time meaning that reference to Propertymark membership is more likely to be understood with 20% of UK adults stating that they’re aware of Propertymark (compared to 16% in Wave 1), with 6% saying that they know at least a bit about them. Levels of awareness rise to 31% for those aged 18-34, and 45% for those living in London.  However, it is worth stopping and considering whether staff in your branch really are making use of that tool.

You may have a sticker in the window and a logo on the  footer on your website but are your staff highlighting this USP when they have initial conversations with potential clients?

Are the team highlighting Propertymark Protection in their pitch conversations and leaving behind a leaflet to explain what the benefits are?

Indeed, do your own staff understand what Propertymark Protection is?

If not, all the time and effort that you put in to get your membership might be going to waste. In order to overcome this, Propertymark has a number of resources including simple, sample text to help staff working at Propertymark Protected agencies to use the USP to promote the business.

You can use this on your website and as a reminder for staff:

We are members of ARLA Propertymark which means we meet higher industry standards than the law demands. Our experts undertake regular training to ensure they are at the forefront of developments in the industry and to provide the very best moving experience to you.

What does that mean?

  • Independently audited financial accounts submitted to Propertymark Backed by Client Money Protection (CMP), a scheme which reimburses lost money
  • Hold professional indemnity insurance
  • Adheres to a nationally recognised Code of Practice.

Additionally, we have a range of print and downloadable materials that you should be using to support the conversations you’re having with your customers including:

  • leaflets explaining why vendors and landlords should choose a Propertymark Protected agent,
  • canvassing cards,
  • Trust the Expert brochures,
  • kids activity packs,
  • posters for your window display units,

And beyond this we have more to support your credibility with:

  • CMP resources,
  • student guides and;
  • merchandise, like bottle openers, to leave with prospect clients.

All of these resources are either free to download or available at heavily subsidised cost from our online shop to enable you to maximise the business potential of offering Propertymark Protection.

More information

Find out more

If you are an individual member, you can also discuss your personal membership with customers to demonstrate your professionalism.

If you are not currently in membership go to arla.co.uk/join for more information.