Immediacy and real estate

Letters from the Home Front

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Inman Connect New York | January 29 - February 1, 2019

It happens at least once during every listing appointment, that moment when eyes start to glaze over. It’s the universal language that says, "You may find all of this talk about your company and client testimonials, about Fannie, Freddie and market trends, quite fascinating, but I’m over it."

Swiftly and without hesitation, the savvy real estate agent, having read the signals, will correct course and start talking about the things that really matter to the seller. The seller typically wants to know two things: that their home will sell for a record price by Saturday, and that you will be out of their kitchen in time for the season finale of "Glee."

I could make this about the importance of taking physical cues and adapting our presentation to fit our audience if we are going to successfully make that all-important connection. I could, but I won’t. Instead, I see it as a reminder that people today demand immediacy, and that reality needs to drive our business decisions.

Some time over the past decade we became accustomed to instant gratification. It started rather innocently, with cable modems and an entanglement of power cords. And as technology has continued to bestow upon us a limitless storehouse of information and friends, we have become dizzy with the Wi-Fi hot spots before our eyes.