ARLA is the best known of the agency bodies to landlords. But only a handful have ever heard of SAFEagent – underlining the need for ongoing publicity among consumers.
The Property Academy, the research and training division of Peter Knight’s Estate Agency Events, conducted some large-scale independent research ahead of next week’s Lettings Live seminars and awards.
Melanie Bien will be presenting the full results of the survey at the event, which incorporates a gala lettings industry awards lunch.
The Academy’s survey asked if landlords were aware of their agent being a member of various professional bodies.
The most well known entity by far was ARLA, with 47% of landlords saying they were aware that their agent was a member.
The RICS (13.5%), Property Ombudsman (12.6%) and National Approved Lettings Scheme (12.4%) were much less well known. This was despite the fact that the Property Ombudsman now has over 8,700 registered letting agents subscribed to its voluntary code.
Also of note was the apparent lack of awareness of the SAFEagent scheme.
Despite gaining significant traction amongst agents in the past year, consumer awareness is limited: just under 4% of landlords were aware of their agent being a member.
A worrying four in ten (38%) of the survey respondents did not know if their agent belonged to any of those mentioned, and therefore cannot have known if their agent has CMP.
The surveys also revealed that 17.5% of tenants do not know who holds their deposit, despite efforts within the industry to promote the importance of deposit protection.
There were over 5,500 responses in total, with the surveys promoted to landlords and tenants by different agents throughout the country during April and May.
The full results, including some surprising insights into commission rates and the value of a high street presence, are to be presented at Lettings LIVE on May 25.
Former journalist turned industry PR Melanie Bien will present the results to an audience of letting agents at the Lancaster London Hotel opposite Hyde Park.
Although tickets to the awards themselves are now hard to come by, there are still tickets available to the seminars which will include Melanie’s presentation of the results and a keynote address by Olympic legend Sir Matthew Pinsent.
For further information on the event, see http://www.lettingslive.com
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Comments
The public have heard of diptheria, but don't really want it
@ JS on 2012-05-17 10:09:41
"......, Safe costs peanuts compared against the others"....
To be a SAFEagent one has to belong to a recognised CMP scheme. So the others - what?
Agents need to promote their own memberships.
ARLA has 6000 has been going since the year dot.
SAFE has 2000 and was only launched last September
It would be extraordinary if they had a higher profile prior to awareness week.
In our experience and those of colleagues - TPOS has the most credibility - ARLA the least as they are seen as a trade association.
I suspect that most of those contacted were using ARLA agents in the first place. Its all part of the Estate Agency Events / Property Academy / ARLA club.
No one takes much notice of partisan back slapping.
SAFE at least is getting support from Consumers groups and independent organisations.
Sadly, all most Landlords care about it a) How much rent they can get and b) How cheap the fees are
The best advertisement for SAFE is this interview with the Chair of TPOS.
Really interesting
http://www.youtube.com/watch?v=wp2NPXwQ1GQ&feature=relmfu
It'll soon catch up, Safe costs peanuts compared against the others and they don't seem to be out there for their own gain (obviously this could change if/when fees are upped!)
Very few of our landlords could give a toss if we were members of the chocolate factory, they're more bothered by cost and how they're treated.
I agree with @sceptic
As timing goes - I smell a rat.
@doublestandards "Lots have people have heard of The Monster Raving Loony Party - but it doesn't mean they are taken seriously."
Very very funny - and very very true
There was no point in SAFE launching to consumers until they had lots of members.
The launch to industry was last autumn and the Awareness week was always planned for May.
It seems the timing of this release during awareness week is perhaps a bit too convenient - especially as ARLA get positive comments.
More meaningless awards by the sound of it.
Anyway maybe public awareness of SAFE would be higher if it had started its promotion to the public when it was supposed to - correct me if I am wrong but following 6 months of promotion to agents this was supposed to be last Autumn, November I think was the original target date.
But I agree - give SAFE a chance to promote itself to the public.
In terms of awareness ARLA is nowhere - but then so are the vast majority of bodies, regulators and so on. ARLAS is and always has been very much a southern based organisation and that is where the vast majority of its membership is based.
Just as Halifax was strong in the north and Nationwide in the south.
I have been in this industry 20 years and deal with agents who have been trading for many years. To this day they tell me no Landlord has ever asked them about membership of any trade organisation, or whether they have cmp, what will happen to the tenant's deposit etc.
Landlords just do not care, they are primarily motiveated by and interested in only three things:-
1. How much income will I get from the property?
2. Can I get my property back when I want to?
3. Who can I blame if it all goes wrong
Valuation yesterday:
Me: "Have you heard of ARLA"
LL "Yes - how much are you fees?"
Me "They are the professional regulators"
LL "I have been offered 8% full management"
Me: "Are they ARLA members?"
LL: "If you cant beat it - sod off."
SAFE have been very good at PR etc and I have supported it from the beginning, but they should not be thought to have the same purpose in life as RICS or NFOPP and their Divisions which are "trade unions". SAFEagent is mainly a PR and advertising group to enhance consumer awareness to use agents with approved proper money protection schemes.
I agree that lots of people have heard of ARLA.
Lots have people have heard of The Monster Raving Loony Party - but it doesn't mean they are taken seriously.
In fairness, ARLA has been going since dinosaurs roamed the earth - its just a shame some are on their Board.
SAFE is very new - it started it awareness week on Monday! Give them a chance!!
Awareness would improve IF all the regulators stopped squabbling and joined in a single message whilst fighting their own cause.
"Also of note was the apparent lack of awareness of the SAFEagent scheme."
Er - that's why there is The Awareness Week which started after this survey!
Worrying for ARLA though