“The Internet is a fabulous tool that allows the consumer to do research about properties like never before, however, it has pushed them further away from real estate agents so go and reconnect!”
THE INTERNET IS MOVING YOU AWAY FROM THE CONSUMER
Before the days when everything was available on the internet, consumers were forced into face to face interactions with real estate agents. They had the access to information consumers needed. Those days are over! Consumers now have a multitude of ways to access real estate information that was once proprietary. You must recognize that the internet is pushing the consumer away from real estate agents.
WORK BACKWARDS FROM FACE TO FACE
Your ultimate goal is to get face to face with the consumer, so work backwards from that goal. As soon as you ask, “Where do I find internet leads?” you have pushed yourself as far away from the consumer as possible. In the vast majority of cases, a realtor takes someone and shows them the property, or they show the property to potential buyers… and they’re face to face. Your goal should be to get into a property with buyers and sellers as often as possible. No matter how you market your services, you want to end up inside a property along with buyers or sellers.
WORK YOUR EXISTING RELATIONSHIPS FIRST
You already have people who know, like and trust you well enough to consummate a real estate deal. Go to them. Keep them up to date on what’s happening in the marketplace. You wouldn’t believe how many top producers come to me and whisper — as if it’s a big secret — “Most of my business comes from past clients!” Duh! Your past clients should be willing to repeat and refer, if you’ve done your job of following up with them. Position yourself as the expert who advises your past clients, on at least a quarterly basis, on how the real estate market is doing. Past clients are the ones you can get face to face with the most easily; they’re almost like friends by that point. Invest in those relationships and they will grow your brand contagiously.
USE DIRECT MEDIUMS: OPEN HOUSES & TELEMARKETING
What is the medium upon which you’re delivering your message? I recorded this podcast after spending three hours at an open house. I spent three hours getting face to face contact, direct with consumers, to represent my client. I know a lot of realtors groan about open houses, but this is one of the best options for getting a bunch of face to face meetings at once. Telemarketing is also great; it gets you one step closer to face to face meetings with consumers.
RELATIONSHIPS GROW FASTER FACE TO FACE!
You end up in many more conversations about jobs, kids, retirement and other personal aspects of potential clients’ lives in face to face encounters. That’s just a fact. Let them see you face to face. Work the problem backwards, so you’re not pushing the consumer away from you.
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