Yesterday I was in a meeting with a group of people and introducing them to mobile advertising and the role it plays in the real estate industry. One particular person happened to not be a real estate professional, but in the process of being a homebuyer/seller in Boise. Once we described our service to him, he completely identified and related to the need for a service like Goomzee in the real estate industry. It's a great way to gather pertinent information right away.
As we explained our service, mobile advertising and lead generation, he was interested in what kind of information he would receive on his phone once he requested information. As we told him, he would get the standard property information as well as whatever additional information that the homeseller found relevent. I noticed a sense of relief in his eyes.
He stated that the day before, (Tuesday) he had been driving around looking at homes and noticed a "call for a recorded message" sign rider at a property. He called in and said the first three minutes of the message were not about the property at all, but rather information about REALTORS in general and how important it was for him to work with one. His frustration? So, what did that have to do with the house he was looking at? He hung up after he finally got to the end only to hear a very brief message about the actual home and was so irritated by initial part of the message that he didn't even remember anything about the house. Needless to say, he didn't call back and he left without any information to recollect. Do you think this guy will be using a "call for recorded message" service again? Not likely!
DON'T LET THIS HAPPEN TO YOU!
I know it's important to educate consumers on the importance of working with a REALTOR. But when a consumer is looking specifically for information about a property, is it really the best time to tell them about REALTORS? Consumers are too busy anymore; they want to get the information they need right away, to make a decision whether or not to move on to the next step. Beds, Baths, Sq.Ft. and Price are a few of the very basics, then of course adding the special amentities that the property may offer.
Let's put it this way; you want to find out how much your car insurance is going to cost. First of all, what a pain in the butt! We've ALL been here. You call around and the first place you come across answers the phone. You tell them you are looking for car insurance. So the first three minutes of the call, the salesman talks your ear off about why you should work with them and how much they want you to be their customer. You didn't even ask them! All you want to know is how much it's going to cost! You'll decide if you want to work with them or not.
Do I think it's irrelevant to teach consumers the importance of working with a REALTOR? HECK NO! I think it's very important, but when a consumer is on the go, they want the information they are looking for. Find a better time to do it! And hey, they may already know! Those NAR ads I've been seeing and hearing have convinced me to work with a REALTOR!!
Happy marketing :)