Unlocking business potential: Pure Property Investment x Excelerate Marketing
The Excelerate Effect shines a spotlight on the small businesses in our network that are excelling in their industry, gearing up for growth and harnessing the power of marketing to take their businesses further than ever before.
Excelerate Marketing sat down with founders and directors from businesses in a range of industries, exploring the business attitudes, lessons and levers that have set these businesses apart.
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Pure Property Investment
The best small business owners always have an eye out for the latest tools to consolidate their success and continue to thrive. As markets shift and change, business practice evolves to showcase new and creative offerings.
If you’re reading this for your business, then a few key adjustments might be all you need to unlock your fullest potential. Tips from other success stories can provide the most valuable insight.
CEO at Pure Property Investment, Paul Glossop, understands the standard of customer service and satisfaction required to keep his Property Investment business thriving, with multiple awards and accolades in the last five years. We sat down with him to get the inside scoop on what makes it all tick.
Over deliver
The old saying goes that ‘happiness equals reality minus your expectations’.
When customers expect a standard service and get blown away by the quality, diversity and output of your product then they are instantly more likely to be impressed. They are also more likely to keep coming back.
Paul Glossop understands that he is placing his business in the best position to be successful, by providing above and beyond a customers expectation.
“People come back because they get an outcome that’s far better than they can achieve themselves.”
“Clients pay a flat fee and make their money made back in spades,” Mr Glossop explained.
He relates a customer engaging with Pure Property Investment to a business investing in marketing services, where every dollar spent can lead to significant returns for your business. He incorporates this philosophy into his own practice.
“As a business owner you should invest in your marketing constantly, not just at launch,” Mr Glossop said.
Pure Property Investment have always given away content in spades as they feel providing transparency not only demonstrates their industry expertise and capabilities, but is an important component of the value their business provides, as Paul notes:
“To be fair we have always given away a lot of information, in what is a relatively secretive industry. People who want to do it themselves will always do it themselves. If you give away information you can build up more trust with your customer.”
This good-faith approach allows Pure Property Investment to maintain an excellent reputation for customer service, an essential component to acting as a Buyer’s Agent.
Knowing your niche
By consistently giving clients a service that they can’t reasonably provide on their own, you have already begun to make yourself an essential component of their success. This means you’re in good stead to get repeat customers, who will choose to re-engage with your service rather than risk trying to mimic it.
Paul Glossop touched on this idea of making yourself essential to your customers.
“A big part is that we overspend on the customer journey. We do a lot of extra-curricular work along the pathway of selling a property,” Mr Glossop said.
Business owners may note that the emphasis is placed upon continually offering value at all stages of the relationship with the customer, even after a purchase.
Mr Glossop continues this idea, stating: “Don’t stop once they’ve bought a property, continue to engage.”
Paul also identified that some potential customers won’t know that they need your business, until you make them aware of exactly who you are and what you do. Getting that exposure can take some good, old-fashioned grafting.
“Be Prepared. You might need to bootstrap when there is little money coming in. You can moonlight where possible - be prepared to write and give away content until the cows come home.
“We have been dedicated to positioning ourselves as property experts. We spent the first three years writing articles, which eventually led to TV experiences, podcasts and more,” said Mr Glossop.
All this exposure is important but you need to remember to own your niche and not go too broad. Be the “genuine expert” as Mr Glossop said and your business will be better off.
Constantly invest and reinvest
Paul Glossop mentioned, perhaps surprisingly, that his business doesn’t have a designated sales team.
“We place emphasis on ensuring good skills and communication, as well as technical knowledge, within our team. We have no sales people. Rather than having a dedicated person, we’ve equipped the team.”
Reinvesting profits into tools your business is a useful way to future-proof your business in the long term. You keep up to date on the latest product improvements and can continually streamline your practices.
Through investment in appropriate software and technology, Mr Glossop enables his team to be as efficient as possible. Empowering his staff with key communication and sales tools is a smart way of both skilling up the team and generating further business.
“I’m in favour of running a business lean, and not spending profits but instead reinvesting. It is smart to have a good safety net,” explained Mr Glossop.
Another form of reinvestment can come from team-building exercises and activities for your employees.
“There is such great value in everyone getting together – in a sense of camaraderie. It is important to invest in team morale. We get better outcomes as a team if we get together more regularly,” added Mr Glossop.
Looking for new ways to inspire, enthuse and support your workforce can be a vital component to the long term success and viability of any business.
He also mentions that maintaining a reasonable level of cash in the bank can serve as a useful safeguard for any unforeseen circumstances. In this way your business can be dynamic and flexible in responding to different fluctuations.
“We already future proofed our set up, and have recently become more galvanised. Maintaining a cash buffer allowed us to be consistent in what we do.”
“We were able to make sure the financial needs of staff were met, they remained supported and I was available to the team,” said Mr Glossop.
Put your business on the offensive
Pure Property Investment has carved out their place in the market through providing a product that goes above and beyond. They are dedicated to their customers and craft, and use their industry expertise to provide a service many didn’t realise they needed.
These are principles shared by Excelerate Marketing, where we pride ourselves on the level of value and return on investment we offer our clients. With bespoke marketing solutions and strategies for all types of business, we can provide the tools to engage with your consumers in exciting new ways.
Perhaps now is the time for you to take the next steps for your business, and, if so, what an exciting time it is.
As Paul Glossop put perfectly: “Double down and build bigger. Stay on the offensive.”