Estate agents’ marketing group rebrands and broadens remit

The Guild of Professional Estate Agents becomes the Guild of Property Professionals

The Guild of Professional Estate Agents has given itself a new look, a new name, and a tweaked remit, becoming the Guild of Property Professionals in a bid to bring itself “into alignment with changes and developments in the industry”.

The 20-odd year-old organisation counts around 800 independent offices across England and Wales as members, with an objective to “help and support members by working together to deliver higher standards and a better result for buyers and sellers.”

Re-positioning from “Professional Estate Agents” to “Property Professionals” is intended to bring the lettings sector more into the heart of the operation, as well as recognising the wider role of residential real estate agents in the face of blossoming technology – although online agents still seem to be viewed as pariahs.

Other tweaks to the membership model include the introduction of auditing for new members and a review of existing branches, which will be overseen by the Guild’s new Compliance Officer, Paul Offley (formerly Head of Risk at Halifax Estate Agents and Group Lettings Controller at Nottingham Building Society’s HM Lettings).

Marcus Whewell, CEO of The Guild of Property Professionals: “Changing to our name to The Guild of Property Professionals brings our brand into alignment with changes and developments in the industry – we are as dedicated to lettings as we are to the residential sales market.

“In many ways, the property industry is changing extremely quickly, led primarily by the emergence and development of new technology. As the leading portals altered the way potential buyers search for property, marketing is being revolutionised by new digital opportunities to help people search and engage in new and exciting ways. We understand that the public expect more for their money as the internet facilitates new methods and solutions – requiring businesses to better justify their fees.

“However, we passionately believe that the vast majority of property movers want to secure a successful outcome with minimum of stress. To do this, clients need timely and appropriate advice from someone they can trust, and who knows how to market their property effectively. It is these high standards you can expect from every Guild Member agent, and we will continue to meet their client’s needs well into the future because moving is for most an emotional journey as well as a logistical one.

“Our brand is now 20 years old and much has changed in the property industry during this time. We want to convey that we represent thousands of property professionals who live and act by our core values. The brief was to modernise and update our look whilst clearly communicating our fundamental values and retaining the brand’s heritage.”