The Green - May 2010
TRIED AND TRUSTED
By Susan Fitz-Gibbon
Partner of Fitz-Gibbon, highlights the importance of relationship marketing
With twenty one years of experience, Fitz-Gibbon is the lettings agent of choice for tenants and landlords across the world. The company, which made its mark in the Eighties, has grown through hard work and perseverance and remains the largest independent lettings agents in the areas it covers from offices in Chiswick, Richmond and St Margarets.
As specialists in the corporate sector, relocation agents rely on Fitz-Gibbon's expertise and private landlords and tenants benefit from the company's unique approach based on friendly professionalism and quality service. Both Susan and business partner Gerald Fitz-Gibbon are renowned for their hands on approach to business and have a genuine desire to provide the very services that landlords are really looking for. Clearly this formula works as they have clients who return time and again, and indeed many clients have been with them since the business was founded.
Client loyalty is built on trusting relationships
"The residential lettings market was historically seen as a tag on to estate agency but lettings is not a back office operation and we knew that from the start. 'Quick buck' solutions to changing market trends are pointless and we've never been interested in that. Companies are gradually realising that relationship marketing, which is about people is crucial to business these days but we built our business on relationships from the outset" explains Susan. "We've always seen our clients as 'partners' and today, landlords value the fact that we are always open to suggestions, keen to act on their feedback and willing to explore new areas of lettings to meet ever-changing demands". For that reason, clients and tenants find a bespoke service that is second to none: it might include furniture rental, lettings insurance or a school placement service for families relocating to London.
It's good to talk
"Market research tells you a lot about the relationship people have with your brand and staff, where you rank in relation to the competition and which aspects of your product are preferred - or not" says Susan. "There's little point continuing with a service if you think it's great but your clients don't, so we ask landlords for their input and act on the information provided".
"In today's global marketplace, economic, environmental and other circumstances change continuously and so consumers' opinions and preferences are constantly changing too. Whilst consumers may have preferred chauffeur-driven viewing in 2009, they may well favour moneysaving offers and agents with green credentials this year so we're finding out what our customers want in order to better serve existing customers - and appeal to new audiences".
"Our advertising does not aim to manipulate but rather to foster genuine client involvement and that's way our clients trust us. We don't like 'telling and selling' our services but believe in useful communication for long-term, interactive relationships based on partnership.
This year is no exception and as ever we're looking forward to hearing from our existing clients and meeting many new customers. It's already proving to be another exciting year."
For more information call Fitz-Gibbon on 020 8892 8921