The Realty Classroom Podcast Episode 68: Let The Consumer Teach You!

The Realty Classroom Podcast Episode 68: Let The Consumer Teach You!

“The real estate industry has become caught up in teaching what it thinks the consumer wants rather then listening and delivering the best and easiest solutions. Listen to what they want, create it, offer it & adjust your approach based on real feedback.”

THE OLD SAYING: GIVE THEM WHAT THEY WANT

What does the consumer who’s buying or selling a home really want? Start with the obvious: They want access to property information. When property information went online through Zillow and other sites, it was no longer proprietary and some agencies went sort of “brain dead” after this. “The information is online and free, so we’ll just help them when they’re ready.” Consumers no longer wanted to come to the office to see property listings. How do you take things to the next level in terms of what they want?

WHAT IF THEY DON’T KNOW WHAT THEY WANT?

What if you knew that the consumer really wanted organized information? They want property listings that are most pertinent to them, cleaned up and refined. Who’s going to give that to them? You! Here’s a level of service that can be layered on top of simple technology access. Real estate agents are still extremely valuable for making consumers aware of what they don’t know — which is a lot in this business.

WHAT IF IT’S NOT WHAT YOU OFFER?

Big deal! The really valuable thing in this equation is guidance. I don’t just teach this material — I do it, day in and day out, working with buyers and sellers. The number one thing that people want is not some amazing deal. The thing that everyone really wants is guidance. They want better help. Please understand that the best offer is not for some great deal on an off-market property, distressed sale or some other esoteric small piece of the business. This is the single largest emotional and financial transaction that most people make. They need your guidance above all else.

THEY ALL NEED YOUR INSIGHT!

What they want is property information and access to it. What they become interested in also, thanks to your first step in guidance, is sold properties. They don’t know what they don’t know — and you do. Every buyer and seller needs your insight, even if this is not their first rodeo. Organized guidance is the most important piece of the puzzle. As you empower them with your insights, they lean in.

ADJUST YOUR OFFER TO GIVE A HEAVY DOSE OF WHAT THEY WANT & DEMONSTRATE YOUR GUIDANCE

As you give this insight, you make adjustments based on, “Hey, I think that I should offer this information,” but it’s not relevant to them. Let them teach you and adjust when you learn. Maybe the information you offered was too early in the process. Be patient and keep demonstrating the guidance.

 

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