Welcome!
We are talking about the traditional brokerage. The brokerage that hires as many licensed bodies as possible and turns them over on a regular basis. The same brokerage that is utilizing a marketing approach that died years ago. Very few buyers care whether you are REMAX, Prudential or GMAC. What they care about is the service you give them starting at the beginning of their home search with MLS access and neighborhood information made available on your web site. Then when they finally are ready to talk to you they want to hear the details about the homes they are interested in and about how you are going to assist them with the home buying process. Every step of the way we (Realtors) are being evaluated. The success that Joleen speaks about is the result of a Realtor doing everything right on behalf of their customers. Most successful Realtors are those that manage to retain their customers "for life". That only happens when both the Realtor and the brokerage provide professional services and top notch customer service. The successful brokerage hires the best personnel and provdes training and oversite that creates top quality sales associates and support staff. Our marketing, our branding, must not be about ourselves or our brokerage but about the home buyer or seller and what they need.
Jim, Right on!! My next generation web site is achieving a conversion rate of over 12% and it is experiencing a daily re-visit rate of 25 to 35 buyers. Page veiws per visitor are averaging 4 to 5.
John, PUSH is definately TRADITIONAL but the next generation marketing is not just pull. It is BRANDING BY WHAT YOU DO not what you say. In recent years we have seen Realtors and brokerages respond to buyers needs by providing access to the MLS listings. But, listing agents continue to upload listings with limited photos and poor descriptions. Some MLS's now require more than a minimum of two photos. In my area half the short sale listings only have one photo. The ability to view listings is the number one issue of home buyers. Number two is an ability to VIEW the neighborhood and learn about the neighborhood charactoristics. The new marketing paradigm is BRANDING BY ACTION, by what you offer the buyer. In so doing you are also satisfying the needs of the seller by exposing his home listing to a broader audience of buyers. Glenn