We are entering what is euphemistically known as “the awards season” for estate agents. Towards the end of the year a number of organisations will be recognising the achievements of agents throughout the UK at various, normally swanky, venues – often combining the event with a conference, expert speakers and an exhibition showcasing an array of suppliers.
I fully appreciate that many agents actively ignore such awards, seeing them as a waste of time, an unnecessary self-indulgence, an embarrassing opportunity for mutual back slapping and even claiming they are “fixed” in some way. I beg to differ.
In my view there are, crudely speaking, 3 different types of awards…
Purely Data Based – These awards are made purely on the basis of independently collated data, normally across a range of pre-determined measures that are designed to assess results (and results only) across a specific market. Of course, there is huge debate about how relevant these measures are and sometimes there are even questions (mostly unfounded) over their accuracy, though it is very difficult to argue that these awards are based on anything other than facts, not opinion. An example of this approach are the Best Estate Agent Guide awards – organised by EA Masters. I understand that all estate agents qualify for entry into these awards.
Submission Based – This type of award is based upon a submission, normally in response to particular questions on a range of topics relevant to the regional or the UK estate agency market. Entrants are often also invited to provide evidence of their claims including images designed to support their submission. This approach gives an opportunity for entrants to present themselves as they would like with a relatively detailed picture of how they operate. This is the style used by The Negotiator Awards, a long standing and well established set up with hundreds (if not thousands!) of entrants every year.
Hybrid Based – This award style tends to combine both a submission covering a range of relevant subjects and data independently collected as a comparison to the performance of other agents in the region or the UK. Again, there are frequently questions about the validity and relevance of the data, but many agents like the combination of these facts and the chance to present their case in a submission to highlight their strengths and advantages. An excellent example of this award style are the Relocation Agent Network awards – generally only open to approved RAN members.
All of the awards I have mentioned (and there are plenty more!) are free to enter and also are accompanied by a conference during the day, a range of speakers, an exhibition from industry suppliers and of course an awards lunch or dinner at which the winners and runners up get their moment of glory or experience the pain of disappointment. Suppliers too, often overlooked by estate agents in my view, are also awarded various well deserved accolades.
From my perspective – those are the facts.
So why bother to enter and/or attend these award events?
Well, I think there are 3 (yes it’s the power of 3 AGAIN!) main reasons…
Firstly, preparing an award submission is an excellent opportunity to review your activities from the previous year. It is often said that estate agents (particularly owners) can spend too much time “in the business” and not “on the business”. I would suggest that this is frequently the case, and whilst there is nothing wrong with being on the front line dealing with buyers, sellers, tenants and landlords, many agency owners simply don’t put aside enough (or even ANY) time to properly review their performance and identify their strategic strengths and weaknesses. In my view, preparing an award submission and reviewing the actual data is a significant advantage.
Secondly, whilst I am not pretending that winning an award will guarantee extra business, it certainly will not do any harm, and used properly with smart marketing and in an appraisal appointment will, in my experience, at least increase the chances of success. People buy products and services based on differences not similarities and anything that you can do to illuminate a difference between you and a competitor will undoubtedly help. Do not underestimate the power of an award or even being able to claim you have finished as a finalist or claimed a second or third position – it really is a difference that few if any of your competitors can claim.
Thirdly – it’s FUN! Yes of course there is the risk of pain and a sense of injustice if you don’t actually win but as the frequently quoted statement says – “You miss 100% of the shots you don’t take!”. Even if you don’t win anything… EVER… these award events are fantastically enjoyable offering an incredible opportunity for colleagues to share experiences, listen to inspiring speakers, interact with suppliers and simply enjoy themselves
So there we are – why don’t you have a go and get ready to hear your name after those immortal words?
“And the winner is…”
Simon Bradbury is a consultant specialising in securing new instructions and runs a (very) small estate agency powered by eXp.
The EA Masters People Awards are back for 2025
