Tag Archives: Advertising

20Jul 2012

Current Property News: Lettings Market strong but fluid.

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By Steve Roulstone

Over the last three years the market has been very strong and during the spring there were signs that it was slowing down amongst fears about the Economy and a double dip recession. I commented at the time that the weather was having a huge effect as people stayed put and the last six weeks I believe has confirmed this as the pent up delay has been released, at least as our office is concerned.

Record Numbers.

At most times of the year we are aware of the number of properties being let and actually proceeding at any time, but it has been hard work keeping up with the speed of events that the seeming release of pressure has caused. It would also seem that schools and catchment areas have had a lot to do with the decisions Tenants have been making as they prepare for the next academic year, which has subsequently led to an increase of 33% in the number of houses we would normally expect to let.

Unusual.

This Performance whilst excellent does not yet signify a long term trend even though we are hoping that it does and there is no sign of things slowing just yet, but supply of properties then becomes the next problem as we seek to replace stocks. There is of course a natural trend to this as existing Tenants give notice and the market is thankfully still very active in both areas.

National Trends.

The national housing figures for last year have now been released and these figures will be the subject of one of my blogs next week when I have had the opportunity to digest and understand them, but those that have already commented Nationally are confirming the continued rise as Private Lettings in the UK overtake the Public (Council) Housing stock and approaches 20% of the overall housing market throughout the UK.

Landlord advice.

There has also been a marked increase in the number of Landlords we have discussed the market with as we continue to advice on a whole gambit of property scenarios from flats through family homes up to houses of Multiple Occupation. All of which points to the continued growth in confidence in both the aforementioned economy and the rental market.

Continued learning.

All of this means that we have to keep up to date with the changes in legislation and ensure we refresh ourselves on this intricate market of ours. We do this by openly sharing all manner of daily situations to share knowledge and double check what we advice, bearing in mind our legal responsibility lies first and foremost with our service to our Landlords at all times, whilst ensuring we give the correct duty of care to our Tenants.

Change of tack.

 I do not normally change tack halfway through a topic, but I must take time to mention the open meeting held with the staff of our local paper the Staffordshire Newsletter this week, who went to great lengths to get as many Agents together that could attend to a business development meeting. Firstly it is good to know that the long standing major paper for Stafford is taking their part in the property market so seriously as to not only arrange the get together, but also to provide so many staff so we were able to understand  all aspects of what they provide, but also because of the innovations they are bringing to the advertising market. It just goes to prove that ours is not the only market where people need to be looking ahead at all times!

19Jul 2012

Rental Property Advertising: Energy Performance Certificates to be Shown with Particulars

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By Craig Smith

Just over a year ago I wrote about some changes that were planned with regards to including Energy Performance Certificates as part of the details shown to prospective tenants. Well the changes are now in place and, despite quite a lot of confusion, we finally have the answers to some of the questions that have been asked repeatedly over the last couple of weeks!

New Style EPC’s Now Available.

There is now a new style Energy Performance Certificate which still shows the same details as the ‘old’ ones but just in a different format, a bit like a newer model of a car! Some experts have been worried that any older format certificates would need to be replaced by the newer ones each time a property is re-let, even if the certificate has not yet expired. We can now confirm that this is not the case and that older format certificates are still valid, provided they are not out of date.

Should EPC’s be Available when Marketing?

The certificates should be included with printed details if they are being given to a prospective tenant and indeed available at viewings. They should also be provided to a tenant when they move in to a property whether they request one or not. The other change is that the first page of the document should be visible on any electronic advertising such as websites.

However, they do not need to be provided in window displays (imagine the amount of extra windows agents would need just to show them!) or in printed advertisements, for example newspaper adverts.

Should a New EPC be Obtained for Every Letting?

The short answer to this is no! An EPC that has been carried out for the purpose of letting a property is valid for 10 years and the only time it needs to be renewed before this is if any changes have been made to the property that might affect the rating. For example, having new double glazed windows installed or insulation put in.

Further Advice: Saving Energy in the Home

The certificate gives an estimated amount of how much it would cost to run the home over 1 year, based on assumptions of how long the heating will be turned on etc. This won’t be an exact amount that the occupier could expect to pay but does give some idea of how much they would be looking to pay at the property.

Just this Saturday at a viewing, a gentleman asked to look at the EPC as he wanted to compare the energy rating to his current property. He was going to look at the pro’s and con’s of paying extra rent for a new property compared with how the energy bills would stack up. I have to say, I can still count on one hand how many people have actually asked to look at the certificate in the last 5 years!

 

25Oct 2011

Property Letting Update: Tenants Numbers Fluctuating

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By Craig Smith

We were having a conversation in the office just last week about how the number of tenant enquiries seems to have dropped rapidly. The number of telephone calls receiving asking about properties had fallen but Landlords are still as keen as ever to get their properties let, if there is no tenant there is no rent coming in to cover mortgages, insurance etc.

More Tenants on the Move

But wait, its not as bad as it sounds! By looking at the number of enquiries compared with the last 2 years there is still an increase in the number of tenants on the move. For example, on our website alone, the number of views from August 2009 to August 2011 had risen by more than 12,000. It is the same story comparing the number of views from March 2009 to this year with an increase of more than 13,000!

This doesn’t necessarily mean that there are 13,000+ more tenants moving. More and more people are now using the internet for everything from ordering their weekly shop, to social media, to finding a roof to go over their heads! Perhaps the increase could be blamed on a mix of properties being more easily accessible online and an increase in the number of properties in the rental market.

Higher Demand, Higher Rents?

There have been a number of news reports recently stating how poor the housing market is and that many people cant afford to get themselves onto the property ladder, so perhaps this is why more people are looking to rent instead? It has been reported on the ARLA website over the last couple of weeks that demand seems to be outstripping the supply of rental properties.

Well, we always have properties available and I very much doubt that we’ll ever see a day where we have absolutely nothing left to market but this isn’t quite what is meant by this term. Sometimes we see a high demand for family homes, such as 2 or 3 bed houses and as they get snapped up, the number still available will decrease. This is when tenants may be willing to stretch to pay a little more rent to make sure they get the house they want. At this time of year, there is always lower demand for rental properties and we can prove this by looking at the number of enquiries in October year on year.

Should We Be Worried?

It seems that the only news we see about property in this country is how about how poorly the market is doing and how the country is on its knees. Yes, it is true that a lot more people are trying to spend less wherever possible, not just in the property market but life in general. I don’t think we need to be worried but perhaps just a little more cautious. 

23Sep 2011

Blog Review: Advertising Property on the Web – slowly slowly!!

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By Steve Roulstone

For my second Blog review, I have chosen one that I posted last July under the Property Landlord advise banner ‘Advertise on the Web or in the Press’ Not difficult to work out what is was about and my conclusion at that time was that if we wanted to continue to be visible to our Landlords, we needed to continue to advertise in the press, even though Tenants would almost exclusively use the Web.

Location Location.

One factor that I did not mention in the original Blog, is that for the majority of Tenants, the local press is not an option, as they find themselves moving to an area that they are unfamiliar with and of course local papers, which are the media for Property advertising are only available locally! Therefore when you are re-locating, the web is the only answer.

Few changes.

In fact, what has happened in the last year has hardly affected our decisions in this area at all. It is still the case that we need to advertise in the press so that Landlords can see that we are active and of course, the larger the advert (number of properties) the larger the image of the Company! This is especially important where we are in Stafford, because we have a large Farming Community and the importance of the local paper is not difficult to envisage. Interestingly, in Stafford, this has now developed such that it is the free papers that carry the Property sections. Therefore when we check with Landlords, it is the free papers that are being read and through which we are located.

Close second

Just behind that is of course what every Agent would wish for, recommendations, which still play a massive part in supplying new Business, but being located on the Web and I am happy to confirm, because of our postings through these pages, is growing year on year, but this has bought about a different scenario which cannot be ignored, when we decide where we are going to spend our hard earned advertising budget!

Where did they go?

In these austere times, the image of all Companies has to be considered. Any change has to be trumpeted and well planned as it is far too easy for potential customers to come to the wrong conclusion. I well remember when I started, the Agent who boasted of being the ‘biggest in town’ started to run in too problems. How did I know, well instead of taking a full page advert every week, they reduced in size, until eventually taking a quarter page. Good saving you may say, but what they did was reduce the size of the print, so that the advert read exactly the same but on a quarter scale!

Conclusions drawn.

The conclusion was clear for all to see and that is why I asked if they were for sale and indeed they were. After many gallons under the bridge and a decision not to purchase, the Company no longer exists and all local agents took a share of there portfolio when they closed (the cheaper option!) but the message was clear, manage all changes and be aware of your image. So to stop advertising in the press at all and those potential customers I mentioned, may come to the wrong conclusion and what we do not need is for that conclusion to throw doubt on either our remaining existence, or indeed our financial capabilities. Consider this, Landlords do not want us to earn an excessive return (Never a realistic proposition) but will also go elsewhere if they think you are in financial difficulties. Not a rumour I would like to be involved with, so the advertising in the press continues, but without doubt, its days are finally numbered.

13Jul 2011

Advertising a Rental Property: Where and How?

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By Craig Smith

Each advertising platform may try to tell you that they are the best to market your property, whether it be online or in your local newsagents. But which really is the best way of advertising a property?

Internet Property Advertising

Well, I guess there can’t really be a right or wrong answer to this as there are so many factors to take into account. Perhaps the most wide reaching method is the Internet with, according to the Office of National Statistics, more than 30 million adults having Internet. In turn, some of the more widely recognised property advertising sites advertise using television and radio campaigns, which then generate more users for the agents using the sites.

It is a fact that most enquiries we take are from Internet sources. The majority seem to be either from our own website, Zoopla or Rightmove just to name a few. Some of these sites are particularly useful to working professionals who might not always be at home to read the local newspapers or they can perhaps even look whilst they are at work or travelling with the aid of modern mobile phones or a laptop.

As an ARLA regulated agent, Castle Estates also display available properties on Property Live (refer to our previous blog on agent regulating).

Your Local Newspapers

If you are looking to stay in your local area, most local newspapers have sections for property for sale and to let. The disadvantage to this is that it will only reach a local audience and won’t appeal to the national audience. We see a large number of professionals who move from various places around the country and even abroad for work or to be closer to family. However, newspapers might only be published once or twice a week, whereas Internet advertising can be changed as and when properties come available.

Of course, there are still a number of people who don’t have Internet access or prefer not to use it, which is where the local newspaper will reach more prospective clients. Most areas have a weekly free newspaper which will be distributed throughout the area and should reach a large number of people.

The Good Old Advertising Boards!

Some people will see boards displayed at a property as a nuisance, particularly if a number of properties are available in a small road. However, on busy roads and popular housing estates, these boards can generate a lot of interest in a property. A lot of people will see a board and then go onto the Internet to find out further information. They also come in very handy if your not sure whereabouts the property actually is!

So Then, Which is Best?

Unfortunately, there is no definitive conclusion on this. Each way of advertising has is benefits and disadvantages, which might suggest that the best way is to use all of them. The best would be whichever suits the clients that are being targeted, in our area there are rural villages where many people prefer a local paper than using the Internet, but also people relocating who find it easier to look at the up to the minute details on the web. 

01Apr 2011

Franchise News: Advertising against Google? A closer look.

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By Steve Roulstone

More often than not, I receive several requests to advertise in either the National press or a periodical associated with the Franchising Industry every week. Nothing new there! Indeed I take my hat off to the people charged with selling the advertising space for their continued persistence and enthusiasm for the task at hand.

How do they send the message?

But it has been very noticeable of late, that I am receiving less and less phone calls and more and more requests via e-mail. Not only that but we receive about an equal split between those who use a full page style of e-mail representative of a page from a magazine and those who send a personalised e-mail, no doubt designed to encourage the recipient to feel more at ease with the sender!

Bit of a contradiction!

I do not know if I am the only person to spot this, but what I perceive as a more concentrated effort to be successful, probably driven by the downturn in the Franchise market place, which we all know is out there, is pandering to its major competitor by utilising one of its most successful styles of communication introduced by the web, namely e-mail to get the message across, about the type of media, they wish to get the message across about, namely the written word!

They are not alone.

I think for the Lettings market to which my Franchise belongs, the clearest indication that web activity is more important than papers or magazine presence, is that nearly all local newspapers that derive an income from advertising property, for sale or for rent, are now running their own web site to ensure the income is not lost. Says it all really!

First page presence.

If I am bombarded by those wishing me to spend my hard earned income through the written word, I am equally bombarded by just as many (thankfully ALL by e-mail!) trying to do the same through web site optimisation. Now I think I made the correct decision on this front some time ago and the work undertaken by the Company I employ has ensured we are where we want to be (or getting their – if it were only that easy!) on page one of the most relevant searches, but let me ask you a question – what is the first page you open when on the internet? How many said Google?

First to be first!

This is one of those situations where the preacher preaches the gospel yet is already converted. There is no doubt that web presence and by that we all know I mean on Google is the Holy Grail (and if it is not it soon will be) for all advertisers. But how good that the very method by which we wish to achieve this presence is by a country mile, the most commonly used ‘first page’ we seek when starting our own regular thirst for knowledge. A case of proof being not just in the pudding, but in the starter, main course and coffee and biscuits as well!