Homegain, Housevalues, RealtyTrac, Service Magic, Lending Tree, Homes.com, Realestate.com, Agent Connect, Realty Now, and hundreds more...
My question to you is simple: "How do they get us to buy?"
- You may have seen commercials on TV or an ad in your newspaper/magazine.
- Have you seen them at trade shows swapping business cards?
- Do you recieve phone calls? email solicitations?
- Mailings and postcards?
- Possibly a friend in the business referred you? maybe even an active rain blog got you interested?
- Google, Yahoo, and hundreds of affiliates: Obviously these companies pay to advertise on the internet for leads, both consumers and agents like us. It seems reasonable to assume they are good at it. If you click on a banner ad or sponsored link about the real estate business it's probably going to drop you on their system. If you use a search engine to find real estate in your area you will often see a lead company listed in the top 10. Are these search tems designed to attract buyers/sellers or simply showcased to us realtors?
In my case, I am responding to the hype that the realtor community creates. My MLS board actually trains new realtors on these websites, and the literature is distributed everywhere via press release by public relations.
It seems that the forumla is simple. The initial pitch begins with a basic overview of the company as a reaferral or lead generating company. The sales person will have a chance to dazzle you with the large marketing budget which allows top search engine placement, or primetime TV spots. WOW!
It seems to me that a large portion if not the majority of this marketing budget must be used to generate new customers (agents) not consumer leads, but you wont hear about that.
You will hear words like exclusive, real time, ROI, validate, traffic, conversion, SEO, PPC, etc.
Sounds good doesn't it!!! Now close em...
Many of these companies have complaints against them for high pressure sales tactics. You'll get the take away close, the Benjamin Franklin close (pros and cons), the impulse buyer will fall into the silent close, the today only price, etc.
- There is over a million of us realtors
- over a third of us will go out of business within the first three years
- 90% of the agents are fighting for 10% of the business, while 10% already does 90%
- the offer is to outsource one of the most difficult and often least desirable aspects of real estate sales: prospecting
- most importantly we are American's, and most of us either don't have a budget, or have one and don't follow it
- We are businesses and we all get credit cards almost immediately upon getting licensed, or we have a commission check burning a hole in our pocket
I would like to hear from you:
How did they get your name?
How did they contact you?
How did they get you interested?
How did they sell and close you?