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Simon Shinerock
Simon Shinerock
Owner of Choices Estate Agents
23381  Profile Views

About Me

I'm married with three grown up children, I live between London, Bexhill and Marbella. Despite my advancing years I am very active with a lot of sports hobbies ranging from my favourite kite surfing to my most recent, road bike riding and covering many others in between. I have always had a good imagination, some would say it's reflected in my industry views! I had a horror fantasy novel published in 1997 called 'The Dark Lagoon' that is still svailable on Amazon as a digital book, it's only £1.02 so I suggest you buy it right away. I write a blog which contains some of my views on the Industry, Society and many other things, I also like to write poetry which reflects the deeper side of our wants and aspirations. I have a master plan to put my mark on the industry by changing the business model we use in Lettings, Sales and investments. I have used Choices as a test bed for my ideas and I think our overall success endorses my concepts far more than words alone. Finally I decided to explore social media in 2014 and am now an avid user of Twitter, Instagram and Linkein which, when used in conjunction with my Blog have enabled me to create my own distinctive brand which, like Marmite, people seem to love or hate. I really appreciate my supporters and to them I say thank you. In my defence to the haters I would say if you get to know me you will change your mind:)

my expertise in the industry

I founded Choices in 1989 www.choices.co.uk, we are widely regarded as the most innovative estate agent in the industry with a unique Lettings model and a dedicated investments division that has been operating since the turn of the millennium. I am an investor in and contributor to Angels Media which I am happy to say gives me a platform for my views and ideas. I have also been an investor in a well know agency software business which was eventually sold to a bigger player. My background and expertise is in selling, management and finance. I try my best to keep up with all the important changes that are happening in the business at an ever faster pace and I am always on the lookout for my next interesting investment, especially if it's one that I think fits in with my grand plan or to which I can make a positive contribution. If you want any help or advice with your business please feel free to contact me, the first call is always free:)

Simon's Recent Activity

Simon Shinerock
Hi Everyone I’d like to respond to the negativity here with my point of view as the owner of the business, a business I founded over thirty years ago and the originator of this and other innovative ideas. Firstly, I realise using a Lettings agent isn’t for everyone. I also realise there are some landlords doing a great job on their own, they find good tenants, achieve market rents, provide a great service, are fully compliant and experience few problems. However, there are also Landlords who make a mess of things, end up in trouble and cost themselves a lot of money and heartache. Other Landlords just don’t want the hassle and would prefer to use an agent, it takes all sorts and our business is aimed at those Landlords who want to use an agent and are prepared to pay a decent fee to get a good one. That said, it is also true that on a macro level, Landlords who let themselves on average get less rent, experience more voids, make more mistakes and have more disputes that cost them money than Landlords using a Lettings agent. This makes perfect sense because it reflects the overall experience of all do it yourself projects, some do brilliantly but many don’t and on average professionals do better. From my point of view, as a Landlord myself, I have never ever even considered doing it myself, even on properties out of my area, I always use an agent and I never haggle about the fee because I want them motivated to do me a great job. I adopt this approach when selling as well because I know from experience that price is what you pay and value is what you get. As I say though, there is room for all sorts, we should be prepared to see one another’s points of view without getting rude, aggressive or defamatory. Which brings me to some of the comments above which are clearly way over the line, calling the ARO a scam for example is wrong, ignorant and indefensible, as well as being against the posting guidelines of this site. Agents have charged 15% plus vat for as long as I can remember, yes discounts are given, we have been front runners at this and Tenants were made to pay as the business got more competitive but 15% plus vat has always been the standard for full management and believe me it does not result in an unfair profit, far from it, the margins in this business are very thin, more so with the tenant fee ban. The ARO is actually stupendous value, no more than the cost of a personal loan with full property management and rent collection thrown in. Of course we don’t discount when we offer the ARO, we don’t have to and why would we, the capital has a cost and we are a business after all. So please consider your ill considered posts and delete them or apologise if they are over the line. If you don’t you may soon find you need to find another forum on which to post your ill informed negative nastiness

From: Simon Shinerock 17 July 2019 17:32 PM

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