Episode 327: Unreasonable Hospitality for Estate Agents - An Evening with Rory Sutherland and Will Guidara

<p>I booked two tickets to see Will Guidara and Rory Sutherland in conversation in London as a thank you to Toby Martin. </p><p>No agenda, nothing expected back. Before we&#39;d even sat down, Toby handed me a book I didn&#39;t know existed, Unreasonable Hospitality: The Field Guide. That set the tone for the whole night.</p><p>Will Guidara took Eleven Madison Park from a two star brasserie to the number one restaurant in the world. Rory Sutherland is one of the sharpest minds in advertising and behavioural science. </p><p>In this solo special, I take you inside their conversation and show you how almost everything they said applies to your estate agency.</p><p>In this episode:</p><ul><li>Why the opposite of a good idea should also be a good idea, and why &quot;reasonable&quot; agents get forgotten</li><li>The famous two dollar hot dog, and what it teaches us about listening to sellers and buyers</li><li>Reverse benchmarking: how to find what other agents in your town are getting wrong and become famous for it</li><li>The Popsicle Hotline, Buc-ee&#39;s toilets and what your agency should be known for</li><li>Why valuations are won and lost before you arrive and after you leave</li><li>Charging what you&#39;re worth, and why the second cheapest agent is in the most dangerous place</li><li>Technology as a choice: automate the predictable, humanise the exceptional</li><li>Hiring slowly, looking after your team and finding their superpowers</li><li>Why 99% of your competitors will never copy you</li></ul><p><br></p><p>And stay to the end for the moment that summed up the whole evening: a gentleman in the audience who never got his champagne, and what Will did about it.</p>