It's all about what the seller wants - or is it? It's YOUR job to EDUCATE.

"It's all about whatever my seller wants to hear."

Recently I've read some interesting comments in some of the blog posts about agents adopting new marketing tactics - or not adopting them for that matter.

What stands out in my mind the most is a comment that read, "It's all about whatever my seller wants to hear."  Stop there.  Isn't it also about the buyer? These comments triggered an irritation that just needed to be scratched.  So here we go.

Ultimately, yes, if you want to win listings, pleasing the seller is what needs to happen.  But as an agent, you also have the responsibilty to educate your sellers as well on what their potential buyers want.  Chances are, they don't know the consumer profile like you do.  They probably do not know the response rates you are receiving on your web site as compared to your newspaper ads.  They know people are looking at their flyers in front of the house, because they seem to disappear almost faster than the boxes get refilled!  But they hired you to sell it because they either don't know how or don't have the time!

Analyze their home and potential buyer profile.

When you are presenting to your potential clients, tell them what you are using and why as well as what you aren't using, and why. Tell them who their consumers are for their property, how they are finding out about homes for sale, and how you are going to attract them to their property!

If you are throwing money into the wind on newspaper ads, tell your clients the ROI on them just isn't as great as it used to be; the cost is sky high and you aren't actually receiving leads from them unless the buyers call you!  You're budget can be best spent elsewhere.

• They live close to a school (young families).
  
• They own an older home that needs a bit of work, but it's in a great neighborhood and it's underpriced a bit as the economy seems to be taking a nose dive.  (young to mid-age folks who have the strength, time and a few extra bucks in their pocket to make this home perfect for their needs). 
  
• Being in the heart of downtown, the neighborhood receives a lot more traffic than living in the country.  More traffic = more drive buys! Remind them that the 3rd top way that homebuyers found their house was via yard sign; only to be passed by their REALTOR and online.
• Today lives are much more fast paced - especially in a downtown setting; consumers are doing a lot of research on their own before coming to a REALTOR.  The more information that's readily available to them, the better.

Example of a listing tool and explaining why.

So, you've found a new technology that makes up for that lack of response.  You put all these ingredients together and decide that this could be a great tool to attract buyers to their property.  Text message marketing.  WHAT?!  Be careful, new + technology may scare some people if they aren't comfortable with it!  But also, it may surprise you to know that your sellers LOVE your idea.  They didn't know it existed and they are excited to see that an agent is trying something new.  LISTING WON!

Why it will work.

If they are still unsure why you've chosen this specific tool (it's for young people, they don't know how to text so neither does anyone else, etc - I've heard it all folks!), remind them that 75% of consumers send and receive text messages and no, it's not just people age 25 and under!  It's all ages.  58% are 25-34; 43% are 35-44; 33% are 55-64 and 19% are 65+.  WOW FACTOR!

Now you've answered these questions for them.

• Who is their consumer? 
  
• How do they get information?
  
• How are you, their agent, going to attract them?

These NEW marketing tools weren't designed because they are "cool".  They have been designed becuase there are needs to be fulfilled in the real estate market to help you satisfy consumers, generate leads, measure your marketing reach and most importantly help you SELL MORE HOMES.

Rant conclusion.

When you are presenting to your potential clients, analyze their home, the potential buyer profile and tell them WHY you are using the tools you've chosen to sell it.  It's your job and they hired you because they trust your opinion!

Fun side note.

My father, who just turned 60 ( I love you Dad! No one would never guess it!) found the greatest thing on his phone recently. PHOTO messaging. One snowy day in June, I received about ten picture messages of his house covered with three inches of snow. I LOVED IT!!!  Who would have thought? ME!

Although since then I do know that I'm not his #1 photo texter - that goes to my 4 year old niece and 2 year old nephew who have become the light in his life.  Seeing a picture of them everyday just warms his heart. 

My family and friends know that the quickest way to get a hold of me is by sending me a text. I don't listen to voicemails, it takes too much time.  If they do leave a voicemail, I generally just send a text message back telling them I'm busy but asking them what they want.  I take my phone everywhere and it takes me 1 second to look at a text. Open phone, open message, read, respond. Okay a total of ten seconds and we've communicated!

Happy Presenting!

Erika