What really is the role of technology in real estate today? So much of the discussion regarding the evolution and use of technology today seems to be centered on SEO – what ever you do, make sure Google finds you.
You have a blog or website. It has super SEO powers. It attracts many prospects. So do hundreds – maybe thousands of other agents.
Sounds great. You’ve found me. Now what?
When consumers find me, what makes them want me? Regardless of whether or not potential clients find me via the phone book, website or as a result of a conversation a past client had at a cocktail party, the real question isn’t necessarily how they found me, the question is – once found, what do I offer to my clients that meets their needs like no other broker can?
What is your value proposition? Your value proposition transcends your marketing message – it provides tangible, measurable ways in which you meet the needs of your clients, prospects and consumers.
“What is the role of technology?” You can’t answer that question until you know what your client’s needs are and how you meet them.
The role of technology is merely a tool to provide a medium which delivers the desired results to your clients, prospects and consumers.
The emphasis on technology has been entirely too focused on how consumers find you and not enough on why they want you. Just because you are more visible to potential clients does not make you inherently more valuable. If you have a blog or website, is it aligned with meeting the desired results of your clients, prospects and consumers?
Having an IDX link or other MLS search tool isn’t unique. In fact, search in general isn’t entirely unique.
If you’re found, what makes them stay?
What if a purely technology solution met the needs of consumers? It’s possible. If you can’t make it clear how you meet your prospects needs, someone or something will.
Mike Taylor says:
Thomas you make some great points. Too often we are looking for the silver bullet that makes us tons of money with little effort. The fact is that SEO is just one small piece of the puzzle. You still need to have a compelling website and then systems in place to work those leads that you generated. SEO is powerful and can be great, but only if you laid the proper foundation first.
March 18, 2009 — 4:16 am
James Boyer says:
You are right on this one. The technology you have gives you the opportunity to show more people the value you offer, it is not the value you offer.
March 18, 2009 — 6:10 am
Lyn Sims says:
Great points, you have to give the consumer what they want and what they are looking for. Nothing cumbersome, just honest answers. For some reason they have to like you because you give them a value.
March 18, 2009 — 7:58 am
Thomas Hall says:
@Mike @James & @Lyn – thanks for weighing in. Bottomline is – without message, medium doesn’t matter.
March 18, 2009 — 8:24 am
Bob Wuest says:
And if you’re planning to get any value from your real estate website, there has to be a call to action – and/or a premium for registering. You’re competing with too many agents who will give away the store – access to mls search, etc. – without registration. A premium provides an incentive to the visitor to give up his info.
March 18, 2009 — 8:46 am
Eric Blackwell says:
100% agreed, Thomas. Good online marketing includes many components and skillsets. If getting a site to the top was all it takes, that’s all we’d have at Unchained in April/May.
You are right that a whole series of solid skills needs to be employed to enjoy success. Too many would like to view it as one vs the other. Really, they are all interconnected and missing one tends to negate the efforts on the others.
best
Eric
March 18, 2009 — 12:22 pm
Gary Ashton says:
The internet is just like the mainstreet in a city. Everyone wants to be on the mainstreet to get as much passing trade as possible but there are always lots of little specialist shops to be found in the back streets that very specific products and services that particular consumers need.
With the volume of traffic that the internet is generating this days its still feasable for the realtor that has developed a nich market to be very successful as the buyers effectively seek out that realtor.
Having the presence on the internet is an intergral part of the modern day realtors business and marketing plan but it still comes back to the basics of knowledge and expertise in which ever market or nich you decide to operate in 🙂
March 18, 2009 — 4:08 pm
Teri Lussier says:
>The emphasis on technology has been entirely too focused on how consumers find you and not enough on why they want you.
I’ve been thinking these same thoughts as I watch Realtors in my town jump into the internet like kids in a cannonball contest. How much better to be the one to perform a graceful swan dive? More of the same here, there, and everywhere is still more of the same.
March 18, 2009 — 4:24 pm
Thomas Hall says:
@Teri – love the visual of a swan dive 😉 Again – if we aren’t clear about our value, we can drive around the streets with a bull horn and it will continue to fall upon deaf ears.
March 18, 2009 — 4:59 pm
Todd Covington says:
While I agree with Thomas, there’s one very important thing he missed. When selling a home, exposure is the #1 most important thing to getting that home sold. Yes, price, condition, and other factors are important but mean nothing unless a buyer can find the home in the first place. My site ranks #2 in internet traffic in my area, regardless of industry. When in a listing presentation, you should see a seller’s eyes light up when I show them that statistic.
March 19, 2009 — 9:21 am
Mike in Dallas says:
Yeah i do agree with Todd on all points. Sellers like it when you show them rankings and traffic
March 19, 2009 — 10:12 am
Thomas Hall says:
@Todd/@Mike – while I think that makes sellers happy, there are a number of sites that provide listings – so what?
Why should they work with you versus another agent? That is the key.
March 19, 2009 — 10:36 am
Phil Hutson says:
I have to agree with you Todd. Its the same for any site, anyone who’s looking to generate leads or doing SEO. We need quality websites, and the way to get that is to make a real human connection with the potential client.
March 26, 2009 — 9:13 am
Thomas Hall says:
@Phil @Todd @Mike – getting potential clients to your website is only part of the solution. It is simply the mechanics. The real value proposition is – when they get to your site BECAUSE you rank number 1 or 2 in your area, what is the value to the seller?
I believe getting them there is important – claiming that you rank higher generates a sale in fewer days on market BECAUSE you have higher visibility – that is the value proposition that makes you valuable. If you have statistics that you generate a sale in fewer days that your competition at the same relative price – that’s the key.
March 26, 2009 — 9:46 am