Frank Webster from Finders Keepers, UK based Property Management company did a webinar on UK style Property Management. He goes into how Finders Keepers are one of the leading UK Property Management companies. He focuses on culture, training and fee maximisation.

1. The Best of British
Property Management UK
Style with Frank Webster

2. NZ webinar - FK
Slides 1st March 2018

3. NZ - why the visit?
• Met David at ARPM13 - Australia’s largest PM seminar which Ian Knight
also attended - FW was speaking about ‘differentiation and diversification’
- ‘leadership and motivation’.
• Kept in touch with DF (LinkedIn, Twitter) and online.
• Visited South Island 3 years ago to see daughter
• DF asked FW to speak at a breakfast conference in Wellington - met Gill &
Ian Knight (again) of WKB in ChCh.
• Kept in touch - they invited me to spend some time with them - (following
an amazing 3 week road-trip with my wife who has returned to the UK).
• I will also visit DF in Wellington and watch some cricket.

4. Oxford

5. Oxford - proximity to London (60 miles)

6. Oxfordshire = county
“The Knowledge Spine”
Formula 1 teams
Science Vale
Publishing
Teaching Hospitals
Two universities
Education, Education, Education

8. Oxford Brookes
Oxford University

9. BMW - mini factory

10. Science
Vale/F1/Tourism/Medical
research/battery
technology/Space

11. Owning Oxfordshire!

12. About us - Today 8 offices
4 in Oxford (inc FKSL) & 4 Market Town offices

14. Oxford offices

15. Market town offices

16. About us - 9 chunks of DNA
1. 360º service – acquire > refurbish > furnish > let > manage
2. Letting Negs on good basics, not commission
3. PM equal to letting
4. PM in-house, handle full tenant lifecycle & Client Accounts in-
house
5. Teams – 1 x Letting Specialist, 1 x Property Manager
6. 70% rent collected by Direct Debit and 90% rent collected on 1st of
the month – remitted at end of month
7. Culture of honesty / detail
8. Office Managers have some PM experience
9. Aim to be a ‘Good’ employer
(Plus Lets > Move-Ins)

17. 1972 - 2017

19. 2. Offer a truly Professional
Service1. Have properties in the best condition

20. 2. Offer a truly Professional
Service2. Offer a truly professional
service

21. 3. Set the reasonable level of
expectation

22. 4. Establish long-term relationships

24. Company values
Dynamic Expert
Scrupulous

25. What are we saying? Positioning

26. Occupancy Rates
99.3%

27. Rent collected on time
99.53%

28. Chose smart structures

32. 360° Service

34. Who is investing?
Children
“Long-term transfer
to children”
Retirement
“To live or income”
Business
“Investing
business gains”
Successful landlords think long term
Teachers/Army
“Tied
accommodation”

39. Letting

40. Management

43. Before AfterAnd

44. Before AfterAnd

45. 360° service in action

46. What are we saying?
Marketing Strategy
• Compete on value not price
• Claim leadership / authority
• Show not tell expertise: ‘be interesting or be
useful’
• Mix of rational and emotional
• Talk about the market more than ourselves
• Creativity / quirkiness encouraged
F***

48. Tactics
• Big 5 [Portals / Papers / Leaflets / Boards / Cars]
• 2nd tier [Windows / email / PPC / Brochures / Radio / Local mktg]
• More interesting
– Quarterly Reports
– Book
– Client Events
– PR
– FeeFo
– Website / Social Media
– Email campaigns

49. 2nd tier - Local marketing

50. FeeFo

51. Offline marketing - predictable

52. Offline marketing - predictable

53. Offline marketing - predictable

54. Offline marketing - predictable

55. Offline marketing – more interesting

56. Offline marketing – more interesting

57. Offline marketing – more interesting

58. Offline marketing – the community

59. Offline marketing – the community

60. Offline marketing – the community

61. Offline marketing – the community

62. Offline marketing – the community

63. Web innovation

65. Award-winning search tools

66. Web innovation

67. Web innovation

68. Web innovation

69. Web innovation

70. Web innovation

72. PR ‘David vs. Goliath’

73. PR – quick response

74. PR – quick response

75. Winning Gold
Take steps to success

76. Winning Gold

78. Winning Gold

79. Winning Gold

80. Winning Gold
95% now NFoPP qualified

81. Winning Gold
• Organic growth
• Great operational KPIs
• Investing in the community
• ClubFK discount scheme
• No commission
• Investment in qualifications
• Investment in training

82. PRS – the future?
• UK private renters will increase from 20% of households in
2015 to 30% by 2025
• “the home of choice for a whole cohort of renters”?
• Regulation?
• Tenant fee ban?
• Stock? AirBnb effect…
• Biggest fish? Build to Rent – institutional investment?
• Corporate acquisitions of letting agencies
• Online - proptech
• Recruitment & retention of property managers
• “there are specific skills in this market, such as understanding
demand, managing void rates, and tenant turnover

83. About us – ‘Good’ Employer

84. 11 ways in which we are different
1. No call centres
2. Choosing tenants carefully
3. No out-sourcing
4. Low dispute rate
5. 24/7 emergency line
6. High occupancy rate
7. Treating clients’ money as it were
our own
8. Individual training and career plan
9. Useful website
10. Informative search function
11. Culturally sensitive

85. Diversification - Differentiation
• Do the basics right
• Seek improvement
• Infected with enthusiasm
• Have a mission statement
• Think about fun/rewards/motivation
• Remove outdated regs/rules

86. Being honest & straightforward
• Strategic customer service
• Ask what customers think
• Get ideas flowing from everyone
• Review recruitment & interview techniques
• Value for money of service?

87. Thanks
for listening
Questions?