Being Local, Matters 

There is a lot of debate in our industry about what what the future holds for agency. Will online prevail? Will there only be big corporates left? Can tech provide a platform for homeowners to sell their own properties?

On top of this the use of the word 'local' increases day by day, week by week and year by year. 'Local property experts' compete with 'local independents' and all the while the true meaning of local gets diluted more and more.

local /ˈləʊk(ə)l/ - noun - an inhabitant of a particular area or neighbourhood.

I completely understand why many companies are using local as a marketing tool, as it is very true that if someone is local they are likely to be more competent than someone who isn't. But, why?

Competence in any field is boosted, founded or indeed revolves around a deep rooted and intricate knowledge of the product, field or profession that someone works in. This invariably comes via experience, training or hours and hours of practice. If being a good estate agency is linked to these same things, then there is a valid argument that says a 'local' has an intrinsic advantage over a non-local. I once again would completely agree.

However, I would temper this by looking at two important points...

How local is local?

If being local is seen as the easy route to experience, practice and training. This can only be applicable if the individual has genuinely been a local resident for a period of time, and this (in most cases) would need to be many years for them to acquire the intricate knowledge needed to make being 'local' a real benefit.

Moreover, how truly local are they. Did they go to school in the area? Have they worked locally for 10, 15, 20 years? Or, have they simply moved there six months ago for work?

Working and living in an area, raising a family on the streets in which you have sold property, and spending 20 years watching it change is truly valuable to any homeowner. Just make sure that this is genuinely true.

Is local on it's own enough?

'Local' should be the icing on the cake, not the ingredients. It should be the value add to great customer service, impeccable knowledge, passion, dedication, emotional intelligence and tenacity. It cannot be an estate agents only strength, and in the vast majority of cases it should simply be the glue that sticks their other assets together.

Being local for locals sake doesn't work, it should truly matter to someone that they work and live in the same area.

...........................

I have lived, worked, loved and laughed in Wandsworth for every single second of my life. I went to school in Wandsworth, bought my first home in Wandsworth and to this day I still live here. My children go to school in Wandsworth and for over 20 years I have worked in Wandsworth as an estate agent.

This is what being local is all about, and to me it really really matters.