Ben White

There are so many myths and misconceptions in our industry that it can sometimes be hard to separate fact from fiction. The discussion around growth and growing a rent roll suffer this dynamic, even more so that others.Growth is a numbers game; not in the sense that it is all about casting a wide net and hoping for the best, but rather in that growth is a science that can be measured, tracked and optimised. Every market can be assessed for its growth potential. Every lead source can be identified through one of five growth channels. Every agency can set market share goals for each of those channels. Every growth goal can be supported with the help of a targeted marketing campaign. Numbers Game sets out these concepts and shares powerful consumer research that explores how landlords choose agents, what drives their levels of satisfaction and what causes them to switch agencies. The research uncovers four landlord segments that Numbers Game effectively profiles, providing ideas on how an agency can target and market to those segments. Numbers Game is based on the experiences of some of the leading agencies in our industry who have broken all the conventional wisdoms and achieved levels of growth that were once considered to be impossible. The book is for those agencies that are prepared to change their thinking, overcoming preconceived ideas to build new pathways for growth.

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