Seth Godin has struck again. Today his words hit home to me big time. They should with agents for whom hi-tech has been merely a nuisance. Taking this post to heart may be the best decision you make this year. Though I’ve already vowed to enter the 21st century this year, I’m now on a mission.
A word to the wise. Or is it better late than never? 🙂
Andy Kaufman says:
I just finished Meatball Sundae earlier this week & IMO, it’s Godin’s best book since Purple Cow. Kinda like New Marketing in Plain English.
BTW- The Bawld Guy just hit my A folder. Can’t believe that I didn’t know.
Better late than never, right? 🙂
January 13, 2008 — 7:22 pm
Jeff Brown says:
At least I have a younger, smarter guy in business with me, who is on my side. The fact he shares my DNA shouldn’t hinder him too much — I hope. 🙂
January 13, 2008 — 7:27 pm
Tim Harris says:
Many times we forget how important it is to keep our fingers on the pulse of the times. Knowing others are advertising, the new technologies, and where the flow of money is headed gives you an advantage over others who are oblivious to such things. Can you think of at least 5 other ways to stay market-savvy?
January 13, 2008 — 7:51 pm
loren nason says:
Technology in 2008 will not leave all who do not embrace it behind.
There are still SO MANY people who don’t use it like we do.
Depending on your geographic location and your target age group will be the deciding factor in your adoption of technology
January 13, 2008 — 8:19 pm
Scott Rogers says:
I’m all for technology, and Realtors embracing it, but I agree with Loren. There are still many consumers who are not comfortable with technology, or who don’t embrace it in their everyday lives. These consumers will likely continue to make no distinction between techno-phobic and techno-savvy Realtors.
A good goal (aside from the difficulty of measuring it) would be for the technological competence of the average Realtor to exceed the technological competence of the average consumer. Anyone think we’re there already?
January 13, 2008 — 10:41 pm
Jeff Brown says:
Loren — couldn’t agree more. Anyone who says that doesn’t get it.
Who would say that anyway?
January 13, 2008 — 11:37 pm
Andy Kaufman says:
“There are still SO MANY people who don’t use it like we do.”
That’s fine. I want to connect with and build repeat business with those who use it like I do. It’s not a matter of many people you reach, as long as they’re the right ones. Long tail baby!
“Anyone think we’re there already?”
Not from what I’m seeing. (Although I do think the gap is closing)
January 13, 2008 — 11:41 pm
Jeff Brown says:
Scott — as you can see, I too agree with Loren.
I wonder how many agents are among the top 2-3% in their locales working the same way we did a decade ago?
I run into clients who know far more than I do about hi-tech. Thankfully they don’t come to me for hi-tech advice.
That said, will the typical full time agent who has survived the last couple years, do better or worse by embracing some of the tools now available?
Don’t answer — it’s a rhetorical question. 🙂
By the way, Scott, I think tomorrow morning I’m gonna start the day with some Verona. How ’bout you?
January 13, 2008 — 11:43 pm
Jeff Brown says:
Andy — I’m pretty much in the dark about the difference in earning capacity between low/high tech agents.
I’d be interested to know if Russell Shaw thinks he’d be closing hundreds of sides annually if he stopped using the technological advances of the last several years.
Do you think you reach more of the ‘right’ people through more recent technology than those still stuck in the ’90’s?
Speaking only for myself — I certainly do.
January 14, 2008 — 12:06 am
Scott Rogers says:
Jeff — French Roast for me. 🙂
On a related note — aside from a great web site and a blog, how do you use recent technology to meet the ‘right’ people?
I consider myself to be in the top 1% of the techno-savvy in my market (of 400 Realtors). I’d love it if most of my clients were in the top 5-10% of technology aptitude, but aside from blogging, and marketing my web site, I have yet to latch on to a great way to strive towards that goal.
Any thoughts?
January 14, 2008 — 12:32 am
Jeff Brown says:
Any thoughts? Sure, plenty.
They involve doing what we all strive for. Marketing comes down to one bottom line in my thinking — creating more of what I call, ‘at bats’. The more times a good hitter can come to the plate in a year, the more opportunities he has to ‘knock in runs’.
If we’re truly in possession of superior expertise, increased one on one meetings with new prospects will result in these prospects perceiving value in becoming our clients.
As Russell would surely quip — it ain’t rocket science, that’s for sure. 🙂
I wholeheartedly agree.
January 14, 2008 — 12:44 am
Brad Coy says:
I can relate to Seth’s post in a couple of ways, here’s one.
When I ran a travel agency in the 90’s we had control. Control over ticket stock and technology. Hell we even hand wrote tickets using airline validation plates we kept in a safe. We, for all intents and purposes were a service of the internet when it came to booking travel. You had two options call us or call the airlines. I answered calls all day long. As the web evolved beyond AOL email it was rumored that somebody was creating a travel booking website. You could not read the writing on the wall fast enough…
Like technology or not and it won’t care. My clients on the other hand, will discern when it comes to communicating with a professional, which is the #1 use of technology in RE as far as I can see.
January 14, 2008 — 2:14 am
Jeff Brown says:
Brad — Some of my friends and clients are consistent travelers. Many of them still insist on using travel agents. Are they using Travel ‘R’ Us? Hardly. They’re calling the pro who knows the answers to questions the traveler doesn’t know to ask.
Those travel agents haven’t been replaced by technology.
The same applies to our business.
An example of that would be homeowners in the historical neighborhoods of Phoenix. Do they hire their Uncle Fred, or do they call the guy who has been specializing in historical homes and succeeding wildly in a terrible market?
They call Greg & Cathy Swann. Why? Cuz nothing trumps results. And if anyone makes better use of technology than those two, I wanna meet ’em. 🙂
January 14, 2008 — 11:07 am
Eric Blackwell says:
Hmmm–
First off Jeff, I really enjoyed Seth’s points and I agree with them. I am mulling over the thought that maybe it isn’t technology that leaves a large percentage of the REALTORS behind, but simply their markets. (Meaning I’d agree with your latest comment.
I think some niches will leave the “head stuck in the sand ” REALTOR, while some will stay…I DO think a larger percentage of them move, if for nothing else to get the results.
If you are going to sell a home in today’s environment, you’d better go with the REALTOR who can get you exposure…and in large measure that means tech savvy.
Good post.
Eric
January 14, 2008 — 3:11 pm
Jeff Brown says:
Thanks Eric — For me it’s an issue beginning and ending with results.
January 14, 2008 — 7:13 pm