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Technology Versus Hands-On Care

Technology Versus Hands On Care WHY CAN'T THE CONSUMER HAVE BOTH?

In a recent article in RIS Magazine, Brian Buffini, founder and chairman of Buffini & Company made a very interesting observation: despite the fact that 80-90% of real estate buyers start their home search online, how many, when browsing homes online and finding one that they like, would actually go to the next step and click "Add to Shopping Cart?"

I have been a long time coaching client of Brian Buffini's Referral System. Brian teaches that instead of spending huge bucks marketing to strangers, to put your money into those who already know you and the referrals they send your way. His system has been extraordinarily successful for me; for the last five years, my personal business has been 100% by referral.

At the same time, I originally built my business online and have long been an early adopter of technology. Known as the "tech queen" I have long been in favor of using technology to do functionary tasks better, faster, and cheaper.

The problem is that in the current environment, there seems to be no middle ground! To Read The Full Article, Click Here.

Posted by Mollie Wasserman on 07/24/2007 06:18 AM

Comments (5)

home shopping, technolgy, care

5 Comments on Technology Versus Hands-On Care

JUL

2007

I think it will always be a combination of both online and in person relationships. I don't think people will ever get to the point of being comfortable enough to "put a house in their shopping cart". It is a purchase people only do a few times in their lifetime and it scares them. They want hand holding and someone to guide them along the way. We can initially get them from the internet but it will be the relationship we build that will seal the deal so to speak.

I think the hands-on role is what seperates us from the industries that have been conquered by technology. The research ability of the web is great and has replaced much of what we used to do, but at the end of the day, for this size investment, most buyers and sellers will want someone they trust and know to guide them at the decision point.

Referral's based businesses are always best. However, I use technology to drive in new clients. My ratio is about 37% new clients and 63% referred. It shifted this year to a higher new clients percentage. I think it is do to my pay-per-click campaign and lots of past clients staying put in a buyers market. I love Brian too, he is an excellent coach.

I think a lot of us have been the middle ground, Mollie, using tehnology to better serve clients, rather than for its own sake.

JUL

2007

As a fellow Cyberstar, I certainly agree with you Sharon, that technology is a wonderful way to provide middle ground. My point is that we need to the next step and have flexibility in how we can be paid so that if consumers are doing more functionary tasks, that they can be rewarded. Currently, the only thing we can do is cut our commissions and that's a really bad deal for us, since we contiue to carry the risk.

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