Why cutting corners on quality will kill your agency

Hello Folks,

Take a break from all the Valentine’s Day-themed emails with our latest update from the A to Z of Ethical Estate Agency.

In this week’s article, we look at the importance of learning in a constantly changing industry, how cutting corners on quality is a risk not worth taking and the responsible approach to estate agency marketing.

Let’s go.

P – Professional development

Professional development is an ethical commitment to improve your team’s performance and improve the calibre of the services your clients receive.

Continual learning and growth keep your agency abreast of industry shifts, legal updates, and trends, creating a culture of excellence and energy.

Why is it so significant?

Improved service quality: Educated agents offer more accurate, comprehensive advice, solve problems more quickly and increase client satisfaction exponentially.

Staying current: Continuous development ensures relevance and competitiveness in a dynamic market.

Employee empowerment: This approach demonstrates a commitment to team growth and success.

Continuous learning methods

•          Design customised training specific to team needs and market dynamics, including workshops and mentorship.

•          Encourage team members to pursue industry certifications, enhancing expertise and agency reputation.

•          Create collaborative learning opportunities for sharing knowledge and collective learning.

What are the benefits?

Upholding standards

Ongoing professional development reflects a commitment to ethical and professional excellence.

Client-focused services

An informed team better serves clients’ interests ethically and effectively.

Market edge

A skilled team distinguishes your agency in a competitive market.

Long-term client relationships

Expertise and ethical service foster lasting client connections.

Quick tip:

Implement individualised ‘Professional Development Plans’ for team members, with clear goals and review schedules.

Final thought

Professional development is an ethical pillar in estate agency, turbo-charging team growth and creating trust and loyalty among clients. It’s an investment, yes, but one that pays dividends in both team morale and client happiness.

Q – Quality benchmarking

“Quality is not an accident; it is always the result of intelligent effort.” – John Ruskin.

What does quality have to do with ethics in agency?

Some would argue that it has everything to do with it if you strive to provide clients with the highest service levels.

We can learn valuable insights by benchmarking against top-tier organisations, even those outside of the property industry.

This approach involves analysing the strategies and practices of successful businesses, both within and outside the industry, to identify standards of excellence that can be adapted to your operations.

Benchmarking approaches

Assess industry leaders: Look at leading agencies for their client service models and operational efficiency.

Cross-industry learning: Draw lessons from renowned companies in other sectors known for exceptional customer service.

Innovative practices: Identify and adopt cutting-edge methods that improve service quality.

Considerations for benchmarking

Client experience

Evaluate how leading businesses enhance client satisfaction.

Operational excellence

Study the operational processes that contribute to their high-quality output.

Continuous improvement

Learn how these organisations stay ahead through innovation and adaptability.

Tailored adaptation

Integrate the best practices into your agency’s unique context.

Quick tip:

Host workshops or training sessions for your team to learn from these companies’ practices and integrate similar values into your agency’s operations.

Final thought

Providing quality service is paramount if you are serious about your agency thriving in a competitive market. Cutting corners and costs is joining the race to the bottom, which has seen many online-only agencies crash and burn.

R – Responsible marketing

The best agencies in the UK never overpromise and underdeliver.

They take their responsibility to market honestly very seriously.

Below are some of the things the best of the best do.

Key aspects of responsible marketing

Truthful property descriptions: Provide accurate, realistic and up-to-date property information.

Honest agency representations: Accurately portray your agency’s services and success rates, avoiding overstatements.

Clear information: Employ straightforward language in all marketing, ensuring clarity and accessibility for all clients.

Avoid misleading terms: Don’t use phrases that might overpromise or mislead.

Regular audits: Periodically review marketing materials for ethical and legal compliance.

Staff training: Talk to your team about responsible marketing and the consequences of misleading advertising.

What’s the impact of ethical vs. misleading marketing?


•          Transparent marketing builds deeper, more meaningful client relationships.

•          Ethical marketing bolsters your agency’s standing as a trustworthy and preferred choice.


•          Deceptive advertising can severely damage client trust and long-term relationships.

•          Misleading marketing may lead to legal and regulatory penalties and harm your ethical reputation.

Quick tip:

Promote ethical marketing as a core value within your agency and regularly refine marketing strategies to maintain the highest ethical standards.

Final thought

Responsible marketing shows your agency’s dedication to doing the right things for your clients, ensuring credibility and complete satisfaction.

Until next Wednesday, when we’ll look at letters S to V from the A-to-Z Guide to Ethical Estate Agency Guide, remember this wisdom from my Uncle Tighe about being prepared.

“It’s always better to be looking at it than for it.”

Thanks for your time. I appreciate it.


PS: We launch the Ethical Agent Network on Monday, 4 March – to find out more, visit www.ethicalagentnetwork.co.uk