My notable property person today is Sally Asling of SurreyLets. Sally runs her own property business (which she has developed enormously using social media, especially twitter), has a family and is about to publish her second book. She is an inspiration to us all. Here is her story.
1. Please introduce yourself. Say a bit about yourself and your company
I am Sally Asling I own and manage SurreyLets, Surreys first online lettings agency. I worked in the corporate rental market for 16 years before setting up my own business in 2008.
I love the property business and like Residential Lettings mainly because it means you can be constantly and consistently helpful to both parties and I enjoy dealing with both Landlords and Tenants. I enjoy the ongoing relationship that you build with clients over the duration of a tenancy as you get to know them and the property really well.
I left the corporate world as I was a bit disillusioned with the way in which the customer service aspect seemed to be secondary to making quick profit. As the recession hit, larger companies were employing staff with little or no training and thrusting them onto the front line. “Doing the deal” seemed to take priority over ensuring that the right people were put in the right property and that all the relevant checks were completed. It was no coincidence that more complaints were being generated at head offices as a result of this.
I therefore set SurreyLets up with the intention of offering a really personal and professional service with no call centres and accounting offices, with friendly efficient staff who would put the customer first.
2. How did you first become involved in property?
I became involved in property totally by accident. I quit my drama studies, I was going on to do a PGCE / drama course in Scotland, but love got in the way and I chose my (now husband) over perusing a drama / teaching. The decision made I had to get a job and took a lettings negotiator job at Mountfords in Surbiton, Surrey. I loved not being office all day, but going out and meeting people. I was however anxious to learn more and quickly progressed through the ranks of the industry.
3. What do you think is your greatest achievement so far?
On a personal note my greatest achievement has been having my first novel printed (Appreciating Angels, published by Lizzi Vandorpe of The Blessings Book) which is on par to giving birth to my son! In my working world it’s without doubt been setting up my own business and gaining clients trust and approval. I launched SurreySales as an online service earlier this year and I feel both Lettings and Sales going from strength to strength.
4. Do you or your company have any exciting plans for the future?
For SurreyLets I intend to grow the business through franchise. I have drawn up a franchise and this is due to be launched later this year to expand SurreyLets across Surrey. I have my second novel coming out in December and I am hoping to roll out my drama workshops that accompany my book later this year.
5. What do you think are the greatest problems facing the private rented sector today?
I think the torrent of legislation is becoming overwhelming. I also feel some of the legislation (like EPCs) are not necessary and are just making letting more expensive for Landlords. I think the new rules on HMOs are going to be impossible to police, and that the applications for planning will in some areas fall under great objection and this will cause problems in university towns.
6. What do you think are the greatest opportunities?
I strongly feel we are moving more towards European attitudes of longer term rentals and more people are buying property for investment. I think the next decade will see younger first time landlords buying to let, but themselves remaining in rented. Rented accommodation will have to remain at affordable prices.
7. We have a new government. What would you like them to do for the private rented sector?
I agree that the lettings and sales industry should be regulated. I am not totally a fan of ARLA who charge excessive fees but give very little back to the member; however the governing bodies should meet with government and provide practical help and support to the industry.
I would like to see HIPS abolished, they are not speeding up sales of property particularly and once out of date leave vendors frustrated.
8. Do you use social media (blogs, twitter, LinkedIn etc)? What place do you think it has in the future of the property industry?
I am an avid fan of Twitter, Ecademy, Linkedin etc. It’s not about wasting time on the net, its about connecting with people and making contacts and friendships. I believe that the way in which we do business is changing, people no longer want to deal with the impersonal set up of corporate organisations, but want to deal with people they know, like and trust. By having a stable online presence in which you can make yourself the expert in your industry and others will connect into you are refer people to you.
I have had many Landlord leads from Twitter and Ecademy, and I met my publisher of my book through people I connected with via twitter and people that are in my networks. It’s great to do business within networks and these may be local networks or networks on a global scale.
9. What is the most important lesson you have learned during your time in property?
Get it in writing, get terms signed, don’t cut corners, be honest whatever the situation and always ensure you double tag keys!
10. What advice would you have to someone thinking of entering the property industry today?
Do it if you love people. So it because you are results driven, but more importantly because you have a passion to deliver amazing service. Its an exciting industry to be in, but it also has many pitfalls, the legislation can be a battlefield with serious consequences if you get it wrong. There are people out there that are not operating on the right side of the law, and there are problems that can occur in the most unlikely of situations. A strong knowledge is necessary as well as surrounding yourself with people who have experience.
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Thank you Sally, and I hope all your ventures prosper.