Chris Watkin here with Simon Whale from Reapit. Hello.
Simon... we're at one of your famous lemonade vans .. I don't know what the hell that has to
do with lettings but what are the challenges facing letting agents in 2018?
Well you asked about our wonderful thing we like to keep our clients fees down so
this is an extra revenue stream that we're doing too for that.
I tell you what mate this lemonade it's good......
Do you know we don't like to keep them back
down to be honest but anyway well the what the fees as you can see if we've
made a little point about it it's not as if it's not hard enough
running your own business at the best of times but we've doesn't matter that it's
brexit GDPR you know fees ban everything else there I can't think of a
more challenging time for agents with things out of their control what we're
talking about now is taking those things that you can do can control and through
systemization obviously software we're believing we're going to give our
clients the best possible chance
.... so saving money in the background
Saving money is the boring part of CRM systems isn't it ? You know obviously technology
.. saving money is clearly what we can do certainly you know with the
account side of the software you can get very real efficiencies and we can talk
Are we actually talking about saving staff?
I have a client in in central London they at 11account staff and they went down to 7
within six months now I don't you know as a "Corbinite" I don't
particularly like that element there but it simply doesn't make sense to have
people doing stuff that technology can do better and more efficiently turn them
into more productive members of staff increase your rent roll without taking
the extra people that's what we're trying to do but but the second part of
that is I said that that's the efficiency angle always going to be that
the main thing for us is how we actually help clients make more money as well and
win new business and I'm still very conscious that you know that's what
every supplier says you know you just be one more listing to pay for that but
it's the truth.
ok so what can reap it do and on a on a detailed basis to help agents save money and then in a second we'll talk about how they can make more money.
Yeah so I mean saving money is if you look at if you look at
what the best business is around you know that the Romans of the world and we
were talking about this just before we about that Japanese philosophy Kaizen .. business improvement..
Because you've just come back from Japan haven't you??
I did and it was a business trip just really it was all
business and I've obviously the Japanese operate that's that Kaizen
principle famously with Toyota you know what many businesses I'm sure you'll
agree with this is that most businesses go for the wrong metric and they go for
the wrong target they'll go for how do we double our turnover too amorphous too wide ??????...
- why does not really do anything ....what the best businesses that
the Romans of the world you know the Marsh and Parsons of the world those that
sit down and look at those processes and look at where they can improve just by a few key percent.
A bit like the sky cycling thing those are lots of little bits?
It's exactly that.
And it can Reapit help with that?
Absolutely because it once you start talking about systemization and efficiency well that's
where technology and CRM must have come in so it's very unexciting I accept that
but the point is it there's nothing more important... people are important your telephone is the second most
but I firmly believe that after all that the CRM system that you log into the first thing in the
morning and the last thing at night has got to be the best investment.
Okay so what can Reapit do to get more business for agents and more landlords?
So ultimately most people would be very familiar ( I won't mention the competitors)
...it's a lot of different systems they get
very frustrated that you know the data ...... is locked away in the system and you can't get it out.
Or you don't know where it is?
Yeah you don't know where it is and you can't do with that I think we've really nailed that a
liberator bit of a strong word but enabling empowering our clients to be
able to pull that out and our our secret source if you like is something called
power reports which literally extract you I think they can get a heavy field
in the database building quite advanced yet simplistic reports if this then that
and then it's really down to you know so you can go I want to target
landlords with more than ten properties who like golf who we haven't you know
we're not managing all of their their stock and then you invite them along to
a golf day or something like that that's when you're you know you're mixing
together estate agency software and that CRM to come up with a prospecting tool
obviously you know ultimately will win you business.
Okay but like most things in life .......... people buy these bits of kit but then don't know how to use it !
What are you doing to teach clients to get the most out Reapit?..........
Thats really good question and I'm glad you asked......
and genuinely it's absolutely hit the nail on the head
we have without doubt ......
think is like nine of the last eleven winners of the Sunday Times have been our clients
We have some of the very best agents on board with us we also
have..... we don't have bad ages because I don't think they would see the value
in what we do but we have some less than than amazing agents and what the problem
that is it's the same software realistically don't get me wrong we make
custom changes but there's nothing stopping those guys
with the tools that they have it's about application..................
But what are you doing............ what are you doing at Reapit.... because let's be honest it's not cheap......... What are you doing to help your agents get the best ??
..Although Jet is competitive........
yeah so Jet that's very competitive our small business edition
but yeah you're absolutely right that the thing that when we when the
business was founded years ago our founder George looked at the marketplace
and he was he can barely work he could barely work email I can say that now
because he's left the business but the key thing he said was look there's not
actually a lot of these packages do a hell of a lot but no one knows how to
use it it's not your phone it's me you've got 99 apps on there you probably
used 10% well .....you're never gonna have a raving fan are you when
you're using that little of it so okay in a way it was a beneficial for them
for the client but it's beneficial for us because we then .....( cut to the chase) we
include training we include a training in the model.......... obviously ....... you get a huge amount of training
at the start as every provider does do but we don't
charge extra for it and as you say so where we get accused of being expensive ... and
we are more than the most it's because we we say the training is too important
we don't see it as a revenue stream we say we want everyone to be trained up to
the max so you get that trained in the beginning you get twice yearly training
sessions if you want to have it we do I think is weekly bi-weekly around our
offices so if you have a new member of staff rather than read the user manual or you
know learn bad habits off Doris in the corner you can send them free of charge
to our offices and get trained up.
Well I tell you what guys I've I've been to
Reapit towers and there was the number of people in the number of rooms I
thought there all staff members and you said no they were actually letting
agents there to do some training so what he says is bang-on anything else??
Yes so thats if you like is the the fundamentals
so that's helping the people you know
get into you 70 80 90 percent of the system and learning everything that it
can do but then understanding the scope of it and what we do amazingly well I
think it...... whereas with other system but if you look there are a load of people here today so
I've got all these workarounds for the various systems we do we try and model
them and reinforce the way that an agency works within the software via
workflow by a whole host of different things that is done that doesn't
happen magically that's done through our account managers or our CRM.
So your people on the ground are talking to letting
agents finding out what the letting
agents want from the from the CRM system and then you .......change the CRM
system to fix that around it?
Our Account Managers manage between 20 and 30
clients at any one time...... (seems quite low)...... it is very low and we
don't want people being we don't want people being overloaded and that's a key
part so these people live and breathe these businesses so you you know use a
common joke is the Simon Whale and the drinking and that he's an absolute lunatic! ....and
our table is the loudest is because we we aren't just hanging on to our our
clients coattails you know we revel it with part of their
businesses because when you spend that much time living with you know within
this familiarity and you want them to crush the competition as much as they do
themselves. ......Well they're joining in the party aren't they? ...............
Mark Bevan is over there he's just joining the sales team but he was an Account Manager for
us and he is so involved I would regularly see him at like 11 o'clock you
know sort of Midnight there.. monitoring clients Twitter feeds you know liking
their things .................spotting if theres anything wrong there ....
... he's almost like ...but this is included in the service this is how
some people go above and beyond to actually deliver .
It's almost like...... there isn't a line......
you just go beyond it (yeah) ... there's no line to be met
I think that that the ...levels of
expectation increase year on year .......... the competition never stops still of
course and I imagine a good example of other way that although we don't have
you know the in office training you know within the Jet Model that's digital ....so
we did do .......what we've invested in a massive amount in a learningmanagement system ..
.......we call it Reapit IQ because we are no good at marketing... but
basically that allowed us then to ... we've videoed every part of the system into
bite-sized so people can consume these videos when they are on the tube...
So they are getting the same amount of learning albeit online but it's a lower price????....
And we're going to be
including it we're gonna be principles of business we'll be able to see how
their how their staff are marked and measured.....it will go towards CBD as well so we're
looking at that element of it so we're really that blended approach you know so
we're always going to still have that in office training but adding in
the digital thing which people you know want it I think is a it's a lovely
enhancement to the way we go.
Simon it's been emotional. Thanks very much. Cheers cheers guys..
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