Letting agents may be limiting their opportunities by assuming all landlords are the same, an industry expert claims.

Speaking during a recent Goodlord webinar on how agents can win more landlord business, Agent Rainmaker founder Sally Lawson, suggested property professionals need to ensure a good understanding of their audience.

She said: “(Agents) have to create different services for different landlords at different stages in their landlord journey.”

She suggested they should identify and tailor their services to meet the specific needs of the landlords they want to attract. For example, agents targeting small-town landlords should customise their offerings to suit the unique requirements of that community.

Different segments could also include investors who want to buy, traditional landlords who always use letting agents, those looking to sell, retiring landlords, or let-only clients, she said.

By narrowing their focus and refining their messaging, letting agents can more effectively use social media and other marketing channels to attract the right landlords, the webinar heard.

Agency content creator Christopher Watkin also told the webinar that marketing is vital.

He said: “Your brand and your marketing are designed to get people to trust you, and that is the magic. How do you get people to trust you as a letting agent?

“Humans make decisions 19 out of 20 times with the emotional side of their brain first and back it up with logic.

“You could be the best agent, but at the end of the day, that’s not enough to make them use your agency.”