The traditional and so-called “conference season” for estate agents concluded last month (though I know there are still a number of others coming up in the next few months) and what a season it was!
In the second half of 2024, I attended a number of conference and award events including our very own eXp Conference in Birmingham, as well as EA Masters, The Negotiator and Relocation Agent Network – all of which were held in London. I do sometimes wonder whether these events, which generally attempt to attract delegates from around the UK, should be held in locations other than our capital city but I digress.
Now I know that this article, which is generally in praise of estate agency conferences and awards, will almost certainly attract the usual critics with accusations that they are far too expensive, a waste of time, self-congratulatory and just an excuse for mutual back slapping, but I really, really do beg to differ!
Personally, I think that they represent excellent value for money, particularly if you are a business that is interested in developing for the future and keeping ahead of your competition. They also offer a fantastic opportunity to reward colleagues by inviting them to attend an event that they will surely both enjoy and benefit from commercially. It is a classic “Win Win” situation.
Though every conference is different, with its own specific character and vibe, they tend to have 3 main components – all of which have significant benefits…
The Exhibition
As I understand it, and I confess I have never seen the actual data to prove this, most of these conferences wouldn’t happen at all without the financial support provided by exhibitors and sponsors. It would simply be financially unviable for the organisers without them. The exhibitors and sponsors clearly see a benefit of having hundreds of established and potentially new customers in one room in such a short period of time and I can see the value for them simply in terms of the savings of time and money compared to visiting customers up and down the country during the rest of the year.
But what’s in it for the agents?
Well, there is so much! Firstly, just the opportunity to speak with your current own supplier(s) who you’ve been meaning to call but never got around to because you’re “just to busy”. It’s a great chance to review your relationship, address any concerns and even just say THANK YOU. It really makes a difference because good relationships with these people are as important as those between an agent and a vendor and I would think about it in those terms.
Secondly, what about the new stuff? The products and services that you may have considered but again, never had the time to properly investigate. It’s definitely worth the effort to engage with potentially new suppliers, even if it’s simply to discover why your competitors use them and who knows, you may even find something that gives you a competitive edge.
(By the way, a BIG thank you from me to every supplier and sponsor of these events – they literally wouldn’t happen without you!)
The Speakers
One of my favourite aspects of a good conference is the speakers. Most conferences have a mix of experienced agents as well as a motivational presenter or someone from outside the estate agency sector. Surprisingly, some delegates are critical of speakers from other disciplines which I have always found to be a somewhat disappointing attitude. For me, it’s obvious that not just despite their lack of estate agency experience but specifically because of it, these speakers offer a completely different take on our business with insights that even the most experienced agents may have missed. I normally LOVE their contributions and have learned so much from them.
Of course, there is always room for lessons from fellow agents or suppliers to share their knowledge and relevant expertise. This knowledge is not always shared by way of a presentation but frequently presented as a forum with an interview or Q&A session – a real highlight for many attendees.
The Awards
Now I know that this is often the most controversial aspect of these events that are frequently, though not always, included as part of the whole conference experience. Having lost FAR more awards than I have entered over many years, I can honestly say it’s NOT about the winning, though I can’t deny that winning is fun! It really is the “taking part” that counts – corny but true.
The benefits of simply entering or being entered for an award are substantial in my view.
Firstly, providing a submission or preparing your business for an assessment does require effort and a significant degree of analysis, often requiring an honest review of the previous year’s activities and results. In my experience as a consultant, this is something that few agents do effectively – working on the business as opposed to just in the business.
Secondly, there are significant PR benefits, even if you don’t win. Letting your customer base know that you have the confidence to enter for an award (or have been entered simply because you are an estate agent operating in the local area) demonstrates a degree of pride, commitment and is a great story to be told. If you make the shortlist, well done! Bronze or Silver – congratulations! And if you win – WOW!!!
Just take a look at the social feeds of many agents who share their stories. These posts are very often the most engaged with and commented on items, showing a real benefit for agents brave enough to share their experiences.
Thirdly, if you are generous enough to take along a few colleagues to one of these events, think of how it makes them feel. To represent their agency will be seen as a real honour and above all…
It’s a great way to say thank you
My recommendation is that you identify all of the estate agency conferences, exhibitions and awards coming up in 2025 (there are LOTS of them!) and plan to attend at least one – preferably more.
The benefits for you, your business and your colleagues will be substantial and most of all, in a business world that seems to increasingly lack enjoyment due to the increasing pressures under which estate agents operate…
It’s fun!!!
