NAR recently came out with a study that says that 3% of consumers go to print for their real estate information, yet 80% of agents sink more than 75% of their marketing dollars into print. Does that mean there is some diabolical disconnect here? Now admittedly the pressure to use print is generated by the seller. However, they are also wanting too much for their house as well in this new, somewhat confounding market in SOCAL. Consequently WHO is the expert? You are! And that is only one of the reasons you are worth a 6% commission and higher, assuming you take the high road and can counter any discount broker argument. YOU as the agent generally come into a listing presentation as a commodity. The other agents you are up against are generally unknown to you so the need for an "unfair competitive advantage" is really needed.
The experienced agents have been through our "new market" in the past and are not afraid of it....as a market per se. But as we have been selling everything ( including the kitchen sink so to speak) in 36 hours with multiple offers for 5-6 years straight, the marketing environment itself has changed amazingly underneath our feet. Hence even if you are a savvy marketer and get the greatest pictures or "content" representing your listing if no on sees it......it is a moot point.
A web strategy is needed for your own branding AND your listings. They should never be a part of the same budget and each should stand on it's own. Anyone can have a website but a web strategy for the future is of paramount importance for real estate. Not "I will take care of it later" or "when I get a handle on all of this I will start".... that means now.
If we are to make sure that the Redfins or Zillows of the Internet world do not usurp and declaim the need for an agent to consumers, as they are doing steadfastly and claiming they are not... a strong individual web marketing strategy that shows the value of you as an agent MUST be on the front burner at all times.
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