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Every real estate professional has embraced technology, if not by choice, by necessity.
For me, it has made my life much easier, making sure properties I have listed are exposed to an ever-increasing internet-savvy buying group.
But every now and again, I still have this nagging feeling that this ease might be limiting my role as an agent.
Instead of customers looking in our windows and then talking to us about a property, by the time we get to the first conversation, they have a comprehensive understanding of what is on offer, and our role is almost reduced to that of a tour guide.
Thank goodness the feeling doesn’t last for long.
I use online to reach people I could never have reached in the past, and I produce online content to encourage them to call me.
One of the most important tips is to create a niche market for each property.
While buyers may be looking in a particular suburb or region, not all homes will suit them. Establish the niche for each home you list. Some may be attractive to couples without children looking for a first home, others for those with school-age kids, adult children living at home, and so the list goes on.
For example, a family with two teenage children and a dog and a couple with a baby and no pets may each be looking for a three-bedroom property but with completely different requirements.
Craft each online advertisement as though you know who the buyer will be. Put yourself in the mind of the buyer and what they are looking for.
Make sure your copy reflects how friendly and helpful you are. There are first home buyers who may not know how to go about buying a house or what questions to ask.
Take this thinking through to your social media engagement. Use Facebook and Twitter not only to showcase properties but to talk to people about what they may be looking for in a property and share with them local real estate news.
Follow and analyse research on online trends. All online listing companies produce regular research on what their users are doing and thinking. For example, research show half of internet property surfers scroll straight past homes without a price. What all this research means is you may have to adjust your sales strategy or even come up with something new.
Most of your online presence should emphasise the one thing people cannot get on the internet — service.
Nothing will replace the personal touch only you can bring to a transaction.
Adrian Bo is a licensed agent and auctioneer, sales training academy founder and author.
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