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Rawson: 'cultivate' window shoppers

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24 Jan 2013

Estate agents should capitalise on the fact that window shoppers stop to read from housing advertisements on display.

Rawson Property Group encourages its agents to talk to people who stop outside their franchises to take a look at the properties listed in the windows.

This was the advice given by Bill Rawson, chairman of the Rawson Property Group who says it amazes him that estate agents are prepared to pay considerable sums renting high profile premises but don’t 'cultivate' the people passing by.

Rawson says certain franchises will confirm that their decision to rent expensive premises in shopping centres and malls with high amounts of foot traffic result in them attracting clients who come for other purposes. "In my experience the agent who takes the trouble to walk outside and engage the window browser in conversation very often finds that he ends up with a new client, if not immediately, but then one or two months later.”

Rawson says he took the trouble to talk to a window browser in 1972 and the new contact was so impressed by the initiative that he stayed in contact with Rawson and they have become regular business associates.Tony Clarke, now managing director of the Rawson Property Group also says his very first sale happened because he engaged a window browser in conversation.

Rawson adds that over the holiday season the chances of picking up new clients through window browsers are always excellent and he is against the practice adopted by some estate agents of closing their premises for the Christmas/New Year period. If agencies are short staffed during the holiday, he says they should employ a university student to sit in the office and to get up and talk to window browsers when they appear.

He says the group’s franchises in Bloubergstrand, Strand, Muizenberg, Yzerfontein and Hermanus all did particularly well because their offices were open over the holiday season.

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