"Do you still subscribe to the delivery of your local newspaper?
That was the question I asked in Q&A Sunday. With very few exceptions, the answer was "No." The reasons? It boils down to the fact that there are so many other ways to get the news.
This is a sentiment that seems to be true across the country. Maybe the world. I know our local paper has done several major restructures over the last several years, cutting staff significantly each time. It's kind of sad for me to watch the demise of this publication because it provided lots of jobs and was so influential to the economic development of the region over the years. It was an integral proponent of the construction of the Grand Coulee Dam and the Columbia Basin Irrigation Project. These are both HUGE economic factors in our region. Here is a link to the early history of the Wenatchee World newspaper, serving Central Washington State.
Our local paper, the Wenatchee World, was owned and operated by the same family for 111 years. Due to these changing times, the paper was recently sold to Wick Communications based in Sierra Vista, Arizona. It is obvious the ownership just couldn't figure out a way to stay relevant enough to remain financially viable.
All of this got me to thinking about the changes taking place in the real estate industry... how Z & T and so many other resources are available, giving the public the information they want. The problem, as I see it, is Z & T are not giving the public all the information they need, and THAT is the problem. The public just doesn't know it.
The general public, your potential clients, are left leaning against a stack of dynamite, chewing on the carrots of free information they gleaned from the internet.
The National Association of Realtors, which should be THE strong voice for the individual agents, has done a poor job of educating the public on what the true benefit of using a REALTOR® is. It's not about getting information. It's about knowing what to do with it. It's about how to navigate the mine field from start to finish through a real estate transaction.
When I was an active agent, my tagline read: "Information is FREE. Knowledge, Experience and Integrity Are Priceless". Isn't that what you are providing? The knowledge, experience, and integrity to help your clients navigate the minefield?
How are you staying relevant? How are you reaching the general public and saving them from the minefield waiting for them through the process of buying and/or selling a home or investment property?