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WHEN THE INTERNET IS SIMPLY NOT ENOUGH . . .

Posted in Real Estate Marketing By Julie Jones, Tuesday, February 17, 2009.

I was prompted to write this blog in response to an email from one of the buyers I am currently working with who tells me, “Merely looking at these properties on-line leaves me with more questions than answers.”. Of course, my response is to immediately work through the answers to provide the background information that these buyers need, especially in today’s market, to plot a clear direction.

This simple email reinforced my opinion that the days of just emailing over a few properties and expecting to forge a relationship with a buyer are long gone. While the Internet provides all of the basic information, it truly is back to the art of salesmanship to provide the next level of data which will excite the buyer about the real estate opportunity and then provide enough of a comfort zone to encourage the buyer to view the property and see the value of the offering.

In my office, I offer waterway maps, community profiles, aerials, property tax guides, insurance resources, immigration resources, information on local schools and updated market analysis to guide buyers and provide the additional insight that is not available from the Internet. By going the extra mile and answering the questions that are not easily obtainable, I have the opportunity to build a relationship with the buyer. From there, I have the opportunity to stand out as the “Go To” broker for answers not found on the Internet.

I believe that both buyers and sellers are looking for direction from their real estate professional in terms of pricing their residence to sell or deciding whether now is the time to buy. Taking the extra time to create a relationship beyond a few quick emails helps determine these answers and brings confidence and satisfaction to all involved. This is how I believe lasting client relationships and referrals are made--just a few rewards from a job well done.

Happy Selling!
Julie Jones

julie@premierestateproperties.com

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Submitted by Austin Smith on February 17, 2009 - 3:03pm.

Nice work Julie. Interestingly enough, the buyer's newfound ability to access information online has led to another debate: what to do with the commission structure. Sites like Zillow are prompting a change in the industry and the way agents go about their job: namely the way they handle and convert leads, referrals, and new contacts. Snaps to you for recognizing that an 'extra mile' needs to be taken; if only more agents out there would realize the need for innovation.

At the risk of breaking blogging rules and engaging in shameless self-promotion, I just wanted to refer you to my company's website (http://www.goomzee.com). There are several mobile-based lead capture solutions on the market, and I am confident this sort of technology would assist you in your relationship-fostering efforts. If this is something in which you find value, feel free to contact me (contact info on our website). I would happily discuss this sort of marketing with you and can direct you towards several outside resources that would assist you in your decision-making.

 
Submitted by Daniel Bretzke on February 17, 2009 - 6:06pm.

Daniel Bretzke AICP
Juile,
I agree with you completely. There are a lot of other resources which people can look at to understand more about the property they are buying. Looking at pictures of properties on line is only the beginning. The value that real estate professionals add to a transaction is knowledge and expertise of the neighborhood or real estate class in which they specialize. I have been collecting links to interesting neighborhood resources and including them on my blog. I am relatively new to real estate blogging, but I think the purpose of the blog should be a way from my perspective clients learn about the neighborhood, and if they like what they see, then they contact me.

 
Submitted by Charles Richey on February 17, 2009 - 10:44pm.

We try to answer the questions that most buyers usually ask online. What are the schools like, what schools will they attend, what is nearby, what amenities does the community have, etc. We have some maps up (with more coming) plus lots of pictures, community profiles and some video on our Las Vegas real estate site. This page about Vegas high rises is a good example. Eventually they'll be more in depth.

Blog: Las Vegas real estate blog

 
Submitted by Becky Jackson on February 18, 2009 - 7:56am.

Becky Jackson
Principal Broker
The Jackson Group at Realty Trust
503-416-4177

Information is a key first ingredient to making good decisions, and having a grasp of the meaning of all this information is what turns the data into knowledge. When the information becomes knowledge a person can act with it, make decisions and use it effectively. This is where we as professionals can add enormous value to the 'facts' so that our clients can act with confidence to achieve their objectives. Thanks, Julie, for offering the challenge to all of us to step up to this level of help for our clients and not just send them data.

 
Submitted by Julie Jones on February 19, 2009 - 1:00pm.

It is wonderful to hear such expert feedback from you all. Knowing our business makes working with clients so much more exciting. I will certainly visit each of the websites you supplied. Thank you!

 
Submitted by Kristal Kraft on February 19, 2009 - 4:08pm.

My stomach always gets tied in a knot when I hear how we should "adjust" our commissions because the public is finding homes online.

It's NEVER been about the data. It's always been the value we agents bring to the table. We help interpret the data. It's our knowledge of the market, resale potential, negotiation skills and knowing where to step to avoid the land mines along the way.

That's what we get paid for.

Julie you are demonstrating your professionalism by offering the bonus maps and information. Once the consumer knows how much you care, then they will learn how much you know.

As a consumer I would choose you because you took the extra time to learn what it is I want.

Kristal Kraft
Selling Denver Real Estate

 
Submitted by Dino DiDiodoro on February 19, 2009 - 4:33pm.

In my opinion, Real Estate is based largely on the collection, organization, analysis and interpretation of numerical data: Absorbtion Rates, Comparison of Price Growth, Average Price vs. Median Price, Month End Inventory, Sales $/List $ (what about Original Price). This is just a small portion of the available information that we Realtors will elaborate for our clients. Information is out there, it's free and anyone can find it. But we as Realtors are to some degree the "gate keepers" of that pertinant information and should, as professionals, be able to apply that huge amount of statistical information to any given situation and help our clients make sense of it...this is what where the added value of using a Realtor comes into play. If you demonstrate your professionalism, commission reductionn will not be an issue. You will have the confidence to say that you are worth dollar earned.

Dino DiDiodoro
selling Calgary Real Estate

 
Submitted by Jeff Manson on February 19, 2009 - 5:01pm.

Kristal is right on!!!!!!!!!!!! Couldn't say it better myself :-)

Jeff Manson
American Dream Realty Hawaii
Hawaiis

 
Submitted by Glenn Sanford on February 19, 2009 - 5:31pm.

I know this post wasn't on commission but it seems that there was some discussion in the comments. How does a client finding a property online differ from when a client found a property looking through a homes magazine? How is the value proposition different? As far as the work involved by the agent, it is still the same. Other then there is the possibility that an agent won't have to show as many homes if the client has done a ton of online research, but that is not necessarily or in my experience the case. Listings on the internet as they were in the magazines are are conduit to communication.

I remember a line from a movie, "The Map is not the Territory". Just as an online listing is not the house.

Founder / CEO
BuyerTours Realty LLC &
Working The Magic, LLC
Check out my Real Estate SEO blog
Direct: 360-220-1470

 
Submitted by William Staab on February 20, 2009 - 6:30am.

Julie, Kristal I agree with you, the internet is a very usefull tool in providing information to clients but is not the end all of service. Just like invovations in the past technology has made it easier for us to provide information to our clients, but our true value comes from the guidance and service we provide our clients in the transaction.

Austin, just becasue we use the internet which is not free if you pay MLS dues to list your properties or pay to advertise on sites like Zillow is no reason to adjust commission structure. Does Zillow/Internet wait at the Airport & pay for parking when your client arrives in town? Does Zillow/Internet drive them 100-200 miles in their car to show them the properties? Does Zillow/Internet show up for the Home Inspector or Appraiser? Does Zillow/Internet pay for the Lawyer you need when you are sued falsely for non-disclosure? To simply state that because information is easier to access via the internet does not make the cost of a Realtors bottom line change all that much.

Julie is right on with sending over a few properties and expecting to form a relationship is correct, while the internet might initiate the contact it does not close the deal!

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