Nash Watson: Looking good

In two short years Nash Watson have proved that their unique balance of style and content is an ideal approach to buying and selling property. Andrew Kay meets them to find out more

It’s almost two years since I first met up with Lisa Nash-Watson and her husband and business partner Joe Watson. Back then they were excited about their new project, an estate agency with a fresh new face, a boutique look and the promise of a very personal service.

To be frank, it would be what one might expect any new business to claim at the outset. But few manage to do it with as much conviction and success as Nash Watson have achieved in so short a time.

Lisa came from a background of conventional corporate estate agencies, large companies with high pressure techniques and expectations, teams driven by high targets and the lure of commission. Joe came from a world of music and media. With a successful recording career already, he had a great insight into the world of marketing.

Together they have created a brand that has certainly shaken up the industry, raised the bar in terms of marketing and inspired many. Lisa is very much the property force behind the business, looking after clients and their properties while Joe maintains the company’s profile through striking advertising campaigns and a strong web presence. Their office has doubled in size in line with their market share and profile, and their enthusiasm for the business has doubled at least.

Back then Joe was very clear that he was simply there in the background as support, but now it is clear to see that he is very much a part of what they do and that he is loving it, too.

I can’t believe that it’s two years since I first came to meet you…
Lisa: Yes, nor can we. We can’t believe how quickly it has gone and how much fun it has been.

And have you achieved what you set out to do?
Yes and much more. I know that everyone has goals, but this is not where we expected to be at this point – it’s far better. It’s also quite an important factor that I am now saying we and not I. When we started, my partner Joe was very much in the background, setting the image for the company and generally helping me out in those early days. But it soon became obvious his contribution was a vital part of what Nash Watson has become. His vision of our brand has been massively important.

Yes, your marketing strategy has been very bold.
Was that a conscious decision?
We wanted to do something completely different and something that felt right for us. Our office has a softer and more homely look. After all, we are in the business of selling homes and we also wanted our media presence to reflect that. People comment every day on our office and what a refreshing change it is from the usual ‘estate agency’ look.  Style is key to modern living, even in times of austerity. We want to be in tune with the present day and market property accordingly.

You have invested a lot of time and money in your advertising campaigns…
Yes, hours and hours, but it has certainly paid off. It has raised our profile and it does help us to sell homes. It makes such a difference when you present property in the way we do. We like to make sure that we write about it well, not using archaic jargon, and we spend a lot of time on photography. People invest a lot of money, time and passion into their homes – we would be selling them short if we didn’t do the same when marketing their property. We present homes in an interesting way, often working late into the evening to get things absolutely right.

“It’s not just about our words and pictures. I think we are a creating a far more refreshing approach to selling homes and to estate agency in general”

Do you do all the photography yourself Joe?
Yes, I spent years on the other side of the camera in my other profession as a musician. I learned a lot from that. We also both studied black and white photography and had our own darkroom for many years.

So have you put your music on hold for the moment?
No, music will always be a part of my life, however this business is another form of expression. Funnily enough, I am about to start working in music again. It is still part of my life but this business has been a good way of me channeling some of my artistry into what I do with Lisa. We are very much a partnership.

Has that always worked? Some people would say that working with a partner can be a big mistake…
Lisa: It was a challenge at first, however, now we both have our niches and it works brilliantly. Lots of couples can’t work together, we are lucky that we can. We are complete opposites, one practical and one creative.

And is it still just the two of you?
No, we have Clare now, who works part time to help Lisa with the property side of the business.
Given your success and growth so far have you plans for further expansion?
Joe: We have been very lucky in the first two years. Lots of people have put their faith in what we do and the way we do it. So we are bigger now and we are able to handle more. That has meant that growth is inevitable, but it’s not aggressive growth, it’s natural development. We are not avaricious but at the same time we can’t stand still.

You say that people have put their faith in you. Can you explain that?
When we started we were pretty much unknown, so in the beginning it was a matter of trust. Once clients had seen what we could do, things became much easier. A lot of our business has come through recommendations. People say that they see our ads and that they like the way we write about and present properties. We have certainly built a reputation for representing beautiful and interesting homes. It’s not just about our words and pictures. I think we are creating a far more refreshing approach to selling homes and to estate agency in general.

So as well as your vibrant marketing style and that fresh approach what is it that you are adding to the package? 
What we do is sell property for people and find homes for people, just like any agent. It is the way we do it that is perhaps different, by proactively helping people to show their homes in the very best light.

How do you do that, is that an extra level of service or standard?
It is definitely standard to what we do. We don’t see that part of the process as an optional add on, but integral to how we operate.

So, do you advise people on how to present their home?
Lisa: I do when it is needed. I give advice on how to get the best results. Sometimes we let things go in our homes and then learn to live with them. They are the things that buyers spot on viewings. We help people create an environment that will appeal. It is certainly important to show your home as a place that other people will be able to make their home and their future. You need to highlight the good things and any tiny things that need fixing, get them fixed.

Are people open to your suggestions?
Lisa: Absolutely. A fresh view or opinion is invaluable.
Joe: We do suggest ideas for photo sessions, but it is important to work with the client and not just impose ideas on them. We inspire them to go out and make the most of their marketing opportunity and present their property in the very best light.

Is your approach too smart for some properties?
That’s funny. Of course not, I really do believe that all properties have something special about them. We just need to work with the clients to bring out what is special and make the most from this. We have a great range of properties but the key is that they are interesting and often the people are, too. People want to market their property through us because they are recognising the difference in the way we do things.

Your ads always attract a lot of attention and admiration…
Joe: We are very passionate about presenting homes in the best possible light. And really why wouldn’t we? This is all part of who we are and what we do, the ethic that we have created.
Lisa: Joe wouldn’t do it any other way. He often works to stupid o’clock to get the photography and adverts absolutely right. And I’m very glad he does! He spends a great deal of time on the ads which is vital as they are often the first way clients will see our company and what we can do. That first impression is vital.

So congratulations on reaching two years old. How are you celebrating?
Lisa: Well, we’re celebrating in a quiet way, but really our focus now is on where we go next. We do want to say a big thank you to all the people who have believed in us and supported us, helping us to create the business we have today. As businesses grow, they sometimes forget the people who helped them to get there but we certainly haven’t.

Having set ourselves such high standards we will continue to raise the bar, and we plan to continue having fun on the way. Nash Watson is our journey and it’s one that we enjoy and want to continue enjoying. We are very definitely comfortable with our place in the market and people that understand that will come to us with their homes to sell. We invest time in what we do and the kind of people that come to us have usually invested time in their homes, too.

I see that you have a new website – it looks fantastic…
Joe: Well we are constantly looking at how we can improve. There were limitations with our original site that I have always found irritating but now our new one is bespoke and a truer reflection of our business and our ethic. We will always look at what we do and how we do it. Technologies and fashions change, we hope to stay at the cutting edge of both but not just for the sake of it.

And finally, are you having a party?
Lisa: Unfortunately, we have spent too much money on advertising… (laughs)

Our conversation is halted by the arrival of a lady, a happy client who is now settled in her new home and was looking for decorating tips and advice, and to arrange a drink to celebrate their new home – a regular occurrence with happy clients! I am introduced and with no hesitation she tells me how fantastic the service that Lisa and Joe provide is.

Nash Watson, 69a Church Road, Hove BN3 2BB
01273 733500
nashwatson.com