Property is Personal: Why a Tailored Estate Agency Service Matters

Property is personal.

For most owners, a sale or letting is not simply another transaction. It may involve a family home, an investment built up over many years, an inherited property, a relocation, a change in circumstances or a decision that affects a significant part of their finances.

That is why we believe good estate agency should start with understanding the client rather than simply understanding the property.

At Hermens Property, our approach is deliberately personal. We combine local market knowledge, careful communication and practical property experience with a service designed around the individual instruction.

One property does not fit every strategy

Two homes on the same street can require very different approaches.

One seller may need certainty and a defined timescale. Another may be prepared to wait for a particular type of buyer. A landlord may prioritise long-term stability over achieving the last possible pound of rent. An executor may need transparent reporting to several beneficiaries. An overseas owner may need considerably more day-to-day support.

Those differences matter.

A sensible agency strategy should take account of:

• the owner's objectives;
• the condition and presentation of the property;
• the likely buyer or tenant profile;
• the desired timescale;
• any legal or management issues;
• the local market at the time of launch; and
• the level of involvement the owner wants from their agent.

The right advice cannot always be reduced to a standard package.

Continuity matters

One of the frustrations owners can experience with large-volume agency models is being passed between different teams as the instruction progresses.

The person who values the property may not be the person who conducts the viewings. A different team may negotiate offers, while another department deals with progression or management.

That structure can work, but it can also mean important detail is lost.

We prefer continuity.

The person advising on the strategy should understand why the property is being sold or let, what has happened during the marketing campaign, what viewers have said, how negotiations have developed and what still needs to be resolved.

That continuity becomes particularly valuable when a transaction becomes complicated.

Good communication is part of the service

Owners should not have to chase their agent to find out what is happening.

We believe communication should be clear, useful and proportionate.

That means feedback after viewings, honest conversations about price and presentation, early warning when a transaction is drifting and practical advice about what should happen next.

It also means knowing when not to overcomplicate matters.

A good agent should reduce noise, not create more of it.

Local knowledge needs to be practical

Local knowledge is often described in broad terms, but its real value is in the detail.

It means understanding which roads command a premium, how one development compares with another, what tenants are currently asking for, which properties compete directly with yours and how buyers are responding to pricing in the immediate area.

It also means understanding the practical issues which can affect a transaction.

For leasehold properties, for example, service charges, building management, planned works, EWS1 documentation and the quality of the management information can all affect marketability.

For landlords, licensing, compliance documentation, presentation and the structure of the tenancy can be equally important.

Tailored does not mean complicated

A personal service should make the process simpler.

For a seller, that may mean agreeing at the outset how the property will be launched, how offers will be assessed and how frequently progress will be reported.

For a landlord, it may mean deciding what should be handled by the agent and what the owner wishes to retain control of.

For an executor or attorney, it may involve more detailed reporting and a clear audit trail of advice, viewings and offers.

The service changes because the client and property are different. The standard of care should not.

Honest pricing is part of good agency

A tailored service also means being prepared to give advice that is useful rather than simply flattering.

The highest valuation is not necessarily the best valuation.

An asking price should be ambitious enough to protect the owner's position but realistic enough to attract the strongest pool of buyers or tenants when the property first comes to market.

Launching too high can mean losing the initial period when a listing receives the most attention, only to reduce the price later after buyers have already formed a view.

The better approach is to understand the evidence, the competition and the owner's priorities, then agree a strategy accordingly.

A relationship, not simply an instruction

Our aim is not to treat a property as another listing number.

We want to understand what the owner is trying to achieve and to remain actively involved until the job is done.

That may mean dealing with contractors before a tenancy begins, chasing management information during a sale, helping resolve issues raised by a buyer, coordinating access, keeping several family members informed or simply making sure a problem is dealt with before it becomes a bigger one.

That is what we mean by a tailored service.

Speak to Hermens Property

Hermens Property provides residential sales, lettings and property management across West London and Surrey.

If you are considering selling or letting a property and would like a more personal discussion about the best approach, call 020 8050 3456, email info@hermens.co.uk or contact Hermens Property.

This article is general information and does not constitute legal advice.