I was recently asked the question at a market analysis consultation what "they" (the sellers) would be giving up by hiring me instead of a firm with "national advertising". Well I did see a national franchise commercial once during the Superbowl, but it wasn't advertising a particular home so did sellers get a benefit.
I ask our buyers "where did you find us?" and I learn what their reply is to me. If they say "I found you on the internet" I always ask if they remember what they typed. Some remember, others do not. But the beauty of my website is that I have bing web tools and Google analytics set up on my sites and I actually KNOW what people type even when they don't remember.
My top 19 (out of 173) difference sets of key words in the last 30 days (with the number to the right being the number of people who typed that exact set of key words being the number to the right in bold) I know exactly what they type. This information keeps buyers coming back because I study it and learn from it and know how to generate more buyers visiting my site based on this information.
As the broker and being in charge for the marketing for our office I make it my business to know what is bringing buyers to our site and keeping it working and changing what is not working. I cannot tell you what kind of traffic the other brokers are getting on their national branded site, but I can tell you we have over 1100 buyers currently signed up for new listing updates and that numbers is growing this spring by leaps and bounds. And I can tell you we have an office with full time agents here 7 days a week to respond to those buyers when they are ready to view properties. I can tell you that what other firms might spend in franchise fees we can dedicate to marketing and have cutting edge technology at the fingertips of buyers in the market for a Lake Sinclair home.
I can also tell any seller who chooses to hire my independent company to represent them that no matter what agent in my office is hired they get me too and their house will be marketed well. I did not use the screen shots in this post to show you, but I do have screen shots that I can show any seller in my office that sometimes buyers type the name of another firm (including the franchise ones) and end up clicking on my site. I can tell you, that I'll be working hard to keep this happening every single day.
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