An award winning estate agency trainer is telling workers in his industry to shift their focus in the new year if they want to achieve success.

Speaking on his own website, Richard Rawlings, the Estate Agency Trainer of the Year 2012, is urging those in the home selling industry to redouble their efforts to achieve instructions, rather than simply focussing on sales.

Agents Must Bring in New Home Sale Business

While recognising that many may judge estate agents’ success purely on sales, Richard warns that agencies who don’t attempt to bring in more new business will fall behind in the New Year.

He said: “Even though there is broad agreement that instructions are the key to success in estate agency, there seems to be very little effort put into creating distinctive agency messages that appeal powerfully to vendors.”

Home Selling Professionals Must Flip Focus

The influential industry figure explains that agencies need to flip their focus to ensure that their business appeals to sellers – using their marketing skills to promote their own services in the same way that they do to successfully sell homes.

Richard added: “Ultimately, it’s all about creating distinction. Vendors have immense choice in the market. If your agency is to be chosen by anything other than luck of the draw, or the subjective appeal of your colour scheme, you need to demonstrate the specific identity and personality of your business