Special offer

No one cares how much you know...

By
Real Estate Broker/Owner with Joel McDonald -- www.AutomatedHomefinder.com

Put yourself in a buyer's shoes: You're moving to a new area, and you've signed up with a half a dozen Realtor® property update services.  All of those Realtors send you about the same list of properties, and all of those Realtors appear to be reasonably knowledgeable about the market.  How are you going to choose which Realtor to work with?  When all Realtors send the same properties, and most of them appear to have the same level of competence, a very scientific process must ensue: Eenie, meenie, minie mo...  Unfortunately, that's how many buyers choose their Realtor.

15 years ago, before the days of IDX I used to copy and paste MLS information into an email (and snail-mail that same info to those that didn't have email), and getting new clients was like shooting fish in a barrel.  These days, just about every Realtor out there has a property-update feature on their website -- not to mention sites like Realtor.com, Zillow, Trulia, and buyers can get whatever information they need.  When nothing else differentiates you as a Realtor, you're left to the odds of "My mommy told me to pick the very best one, and you are not it" - 9 out of 10 times.

"No one cares how much you know until they know how much you care." This is why building actual relationships with your prospects (and showing that you care about them as a person) is so extremely important if you want to get their business.  In fact, when it comes to getting them to choose you over your dozens of competitors, it's probably more important than actual knowledge of your marketplace.  One of the most powerful things we enable our agents to do is talk to their prospects about things other than real estate, and one great way to do that is to keep track of who is moving from where.

Let's say you have a large database of prospects, and you happen to know what states those prospects are moving from.  When you see on the news that a category 4 or 5 hurricane is going to hit Louisiana, why not filter for those folks and send a quick email:"Hi <customer>, I see that a category 4 hurricane is likely to hit Louisiana tomorrow. I just wanted to send you a quick note to say that you and your friends & family in Louisiana are in my thoughts and prayers."

When the time comes for those folks to actually pick up and move, who do you think they're going to buy from? One of the agents who have been spewing out tons and tons of property updates with no interaction at all, or you - who actually took time to engage in conversations that allowed you to get to know them as individuals? Not only will you stand out from the crowd because you showed you care, but you'll build valuable friendships in the process.

With our IDX real estate prospecting system, we ask all new buyer prospects where they are moving from for this exact reason. Whether you get 10 leads a month from your system or 500, try adding a "where are you moving from?" field to your inquiry form. If you take advantage of knowing that information, I think you'll be pleasantly surprised -- not only at your increase in conversion rates, but at how much more pleasurable it will be to work with the clients who will naturally gravitate to you because they like you - not because you won the "eenie meenie minie mo" contest.

Comments (57)

Jason Crouch
Austin Texas Homes, LLC - Austin, TX
Broker - Austin Texas Real Estate (512-796-7653)

Joel - Obviously, you know that I firmly agree with you on all points here.  Nicely done!  I can also highly recommend your services to others.

Jun 17, 2009 04:42 PM
Michelle Hansen Nuzzelillo, Broker/Owner
The Red House Realty Group - Tamworth, NH

That is a great post, and a great quote! That is the way to set yourself apart from the dozens of other web-faces. I love Active Rain for these vital reminders!!!

Jun 17, 2009 10:45 PM
Chuck Cornwell
RE/MAX Regency - Warrenton, VA

Before I am finishing the first paragraph in this post - I have the same words rolling thru my head - PICK UP THE PHONE AND CALL!!  The power of the Internet is GREAT, but it does not replace actually talking to someone.  THIS IS A PEOPLE BUSINESS. 

Statically, the client will buy thru the FIRST agent that actually TALKS to them - not who e-mails them the most.

Chuck

Jun 18, 2009 12:16 AM
Terri Poehler
Realtor - Coral Springs, FL
Coral Springs Real Estate Agent

This is a great post. And it is more my style. I have made some great friends because of being in the real estate business. And those friends have introduced me to more.

Jun 18, 2009 12:33 AM
Jeff Turner
RealSatisfied - Santa Clarita, CA

The REALTOR® who sold my last home has never followed up a single time since the close of the sale. And... I can't remember his name.

Jun 18, 2009 12:37 AM
Bobby Wallace
Vacant Land Solutions - Charleston, SC
Sell Your Vacant Land The Hassle Free Way!

Joel ~ This was truly a great observation. Most Realtors are too interested in "picking the low hanging fruit" to take the time to learn a little about others. Thanks!

Jun 18, 2009 01:03 AM
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate

Joel, I hear Jeff's comment all the time.

Follow up, keep them in your sphere, call them up, drop by, send a birthday card.

The IDX gets them to me, the rest is up to me to connect in a meaningful way.

Jun 18, 2009 01:04 AM
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I am currently implementing a more sophisticated IDX to my sites. I agree with you on caring. I have had Stealth sites on Google for years, and it finally got to me when so many prospects said thank you so much for all your help, it was invaluable, and they bought a house through someone else. Once you get tired of doing the work for other Realtors without pay, it forces you back to the fundamentals of database management and relationship building. Technology can lead a horse to water, but it can't make them drink.

Jun 18, 2009 01:20 AM
Lori Mode
The Mode Real Estate Group - Elk Grove, CA
Real Estate Made Simple

Joel - follow up is the key to building relationships and actually getting the consumer to understand why they should use us as their Realtor.  So may agents forget to follow up as we get caught up easily in trying to grab what is right in front of us on that particular day.  Great reminder...thank you!

Jun 18, 2009 03:34 AM
Dan Magstadt
Paramount Residential Mortgage Group, Inc - Lake City, FL

You got it Joel - You need to show the client that you care by your actions, not by how much information you throw at them.

Jun 18, 2009 05:42 AM
Brian Brumpton
Keller Williams Boise - Boise, ID
Boise Idaho Real Estate

Joel,

Thanks for the advice.  You're right the technology we have allows us to set and forget about clients looking for homes.

Jun 18, 2009 06:16 AM
Hawaii homes
Century 21 iProperties Hawaii - Honolulu, HI

Those are very good points, Joel.  I recall looking at homes in Kailua and the seller's agent recited  neighborhood info nonstop to my buyers who didn't give a darn about most of it.  Buyers want to know we care and that we're looking out for their best interests.

Jun 18, 2009 07:11 AM
Deb Brooks
Brooks Prime Properties Wichita Falls Texas - Wichita Falls, TX

Joel, this sentence speaks volumes.

"No one cares how much you know until they know how much you care."

Isn't that the truth! Our service and genuineness is imperative to create and keep business. Thank you,

Deb

Jun 18, 2009 08:38 AM
Kim Dean
www.GoSimplyTexas.com - McKinney, TX
Simply Texas Real Estate - Broker/Owner

Joel - personal touches like hand written notes are invaluable. So is just being different. I think that may be how agents start using their videos to enhance what is being written in blogs and our websites.

Jun 18, 2009 08:42 AM
Paul McFadden
Responsive Pest Control - Seattle, WA
Pest Control, Seattle, WA.

Joel: Thank you. My favorite realtor related a story to me recently. She said she heard from a buyer 3 years after they first met. Here's the thing. She made a lasting impression on this customer that they remembered. No wonder she's so good and everyone wants to work with her!

Jun 18, 2009 09:02 AM
Tina Allen
Exit Realty Tri-County - Mount Dora, FL

Great post.  You definately want to stand out amongst the many.  I will be thinking of some ideas to do just that.

Jun 18, 2009 01:14 PM
Cameron Wilson
Labrum Real Estate - Murrieta, CA
The Short Guy - Murrieta,Temecula,Menifee Californ

EXCELLENT!!!!! You have made some great points that should be a basic pattern for all agents,

Jun 18, 2009 01:27 PM
TeamCHI - Complete Home Inspections, Inc.
Complete Home Inspections, Inc. - Brentwood, TN
Home Inspectons - Nashville, TN area - 615.661.029

I have the "People don't care..." slogan pasted on my vision board and I look at it daily. Thanks for the great post and congrats on the feature...

Your building consultant for life in Nashville, TN

Jun 18, 2009 08:49 PM
Neal Bloom
Brokered by eXp Realty LLC - Weston, FL
Realtor CRS-Weston FL Real Estate

I sold a home to a buyer a few years ago who I still keep in touch with...as a matter of fact..I've listed and sold 4 of her homes and she bought two of them from me. At the closing for one of them...the listing agent showed...got his check and swooped out so fast that the sellers asked me his name. It ended up where I became friendly with the sellers and they ended up using me later on for another transaction..they called me because they remembered me...

Jun 19, 2009 12:11 AM
Matthew Naumann
Exit Realty Charleston Group - Goose Creek, SC
Goose Creek, SC Real Estate Agent

Joel,

Great Post.  It is always about connecting with your clients.  To create the long term relationship, that will create referrals and multiple transactions over the years.

Thanks for sharing,

Matt Naumann

Jun 19, 2009 04:08 AM