From all that I have read about the real estate industry over the years, we are experiencing some very unique circumstances right now. Record interest rates, record government programs with the tax credit being a highlight, the foreclosure and modification jumble, dipping prices all have had an impact and continue to impact the current performance. How people look for homes and engage professionals to assist in the process is radically different today than it has ever been. The median age for a homeowner is still in the 30’s while the age of the realtor remains in the 50’s. In these two particular age groups you have widely different communications habits. To a 30 something a text is a good as a call, the average 50 something is just finding out that they can reconnect with that old high school girlfriend on Facebook.
Finding the house and getting information for the 30 some-thing’s on the net is easy and practical. Building a way to capture leads and convert them for the average 50 something is a new task and skill. I have said in other blogs that we are no longer paid for information, but we are paid for knowledge of the industry based on the statistics. Using your website in a coordinated manner with your social media is a new set of skills for a realtor, but one that will guarantee being found by the bulk of the looking buyers and sellers. This is not to say that ‘old school’ referrals are gone, they will never be gone. A referral is still the best way to close a deal, but there are fewer referrals because there are fewer transactions that is just statistics again.
Using video is a rage, using good video correctly connected to other forms of useful content will get you an audience that will stick around. It doesn’t all have to do with houses, but there needs to be enough house activity to communicate your action in the market. Other content should be community and information based to your audience. Timely, seasonal chatter and offers are always good. The more your site is the place people check for information and humor, the better. You may actually be thought of when the conversation of real estate comes up in their lives. “Are you thinking of buying or selling a home in the next 60 to 90 days? Is anyone you know, or related to thinking about buying or selling real estate in the next 60-90 days?”
All real estate is personal and emotional. The Internet will never, ever change that. The only thing the Internet changes is the game, not how the game is won. By providing better, more timely information and a better level of service you will gain an audience and some loyal clients. Learn your tools as you hone your skills.
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