I read a recent post asking about the value of "agent tour days." The post was thoughtful, and there were a number of comments, most of which mentioned not finding value in agent tours.
I started to just leave a comment, but those of you who know me know that once I get started, a short comment won't do. :-)
Forgive my abruptness, but I need to make two points here:
- Tours are a waste of a good agent's time!
- Further, several comments mentioned the value of agent tours as a listing tool Forgive me again, but if an agent needs the promise of a number of agents tromping their muddy feet through the sellers' home to get the listing, that agent has a weak listing presentation!
It really gets my dander up when I see so many agents relying on "tools of the 70;s" when we have available to us tools that get the job done faster, more efficiently...and more profitably. Too many agents spend too much time (while making too little income!) because they are stuck in the 70's. In other words, they use old tools to market when new tools are available....tools that better meet the needs of today's consumer.
"New" tools that apply to agent tours would include virtual tours and Web sites.
A number of my CyberStars(r) use virtual tours in lieu of agent tours. First, because the virtual tour is just that: a tour. Second, because virtual tours can be copied onto mini-cds and given to or emailed to the agents who are likely to sell the home. 10% of the agents sell 90% of the homes out there, and, if I'm not mistaken, these 10%ers are not usually wasting their time going on tour.
You should know who these top agents are through your networking (board functions, local seminars, etc.), and you should have gotten their permission to send them a tour of your special homes when you list them. NOTE: Do NOT send emails to all agents in your Association announcing your listtings....it ticks them off!
As for your office, how 'bout doing a virtual tour and either showing it at your sales meeting (on your tablet pc, of course!) or getting a copy to each agent in the office.
And the Web site? Each listing should have a virtual tour linked to it. Using your database, you can easily send a message, again to the agents who are likely to sell the home, announcing that the tour is up. Remember, get permission from agents before you start emailing them the tour link.
Folks, so many agents are working too hard to make the money they make. Holding open houses and agent tour days may work in your area: it doesn't, as a rule, work in most areas. Why waste your time? Look at the technology that's available to you and use it.
Which reminds me: one of my CyberStars(r) has reduced the time she spends driving buyers around looking at houses by 65-70% through the use of virtual tours. She's working smarter, using today's tech tools, not harder....and she works only 5 days a week while making a very good income for herself and her family, even in her slow market today.
Another example that I also cover in my seminars: real estate magazines. Take a look at your local magazine....you'll see that the ads are composed just as they were when such magazines came out in the 70's. They promote the agent and a number of properties. Why? Because they were originally designed to make the phone ring, and most agents still believe that is their purpose. If they would stop and think, they would realize that today's consumer does not need to call...and won't. They've moved to the Internet.
Want a greater return on your r.e. magazine investment? Chose your two or three best listings and include photos of them. But...use the top 1/3 of the page to focus on a specific feature of your Web site, along with a link to your site. You'll be pleased with the results.
For those of you who don't know me, please note: I don't create or sell the technology, including virtual tours. I just hang around with about 200 of the top agents in the US, my CyberStars(r), who show me what can be done with it.
My main point: it's a different world out there, and you should take a look at your business to see if you are using today's tools to make more money, save more money.....and save more time.
For more ideas on the top tools of my CyberStars(r) and how they use them, check out the posts on my ActiveRain blog.
It's a great (rainy) day here on the lake in Reston....hope it's a great day wherever you are, too!
Posted by 
Fantastic post! Never thought about using the RE Mags to publicize other aspects of my marketing, like my sites or blogs. Duh..........
Thanks,
Marlene Scheffer, Realty Station, Bremerton, Kitsap, WA