Technology Isn't Always the Answer
The Internet is a wonderful tool that is quickly shrinking the world and delivering information to billions of people. As someone who champions the use of the worldwide Web as the “must be” place for real estate practitioners, I struggle with analog agents who refuse to learn online basics and lessen their ability to service modern clients.
Some heated debates have occurred about these new tools (digital video, blogging, e-mail drip list campaigns, etc.) and their effectiveness, but in recent months I have started to see even the most staunched “old school” promoters yield to the reach of the Web.
Despite our differences, one point I must concede is that no number of photos, videos, or fancy Web sites will ever replace human touch and experience. Basically, practitioners who rely solely on automatic searches and Web previews and are not physically touring homes on a weekly basis are at a disadvantage. They lack the ability to speak intimately about the inventory available to the consumer, they are unable to gauge micro pricing trends (neighborhood), and they are disconnected to the area they wish to serve.
Therefore, despite the new-age gadgets or the ease of jumping online, I train agents to get in the car, tour homes, and get personal with the product they hope to sell. What we are finding is that
practitioners who are “kicking tires” are typically performing better then those who rely solely on the Web.
For instance, has a home ever popped up on the local MLS whose photographs and accompanying price said “too good to be true?” Did your e-mail system send that house to your client and later you received an excited call about the newest available home with the great photos and unbelievable price? Then, your clients piled into the car, traveled to their new found oasis only to find that the photographer was too clever and found the right corners to make the home look humongous.
This scenario was happening too often at our firm before we picked up weekly broker caravans again. Now, I am thrilled to report that agents are having intelligent conversations about listings, pricing, and marketing strategies. This also means that they are writing offers that are based on true and confident knowledge of the micro-markets or taking listings that can sell faster despite the real estate slowdown.
Laptops are wonderful portals that allow you to have the world's combined wisdom at your fingertips. But I encourage young professionals to take a page out of the “old school” manuals and begin to tour homes on a weekly basis. In time, you'll find that getting intimate with the houses on your block will give you the know-how to sell your area like no one else. Besides, we can all use a little more time in the sun.
Hugo Torres, e-PRO, is the general manager of Century 21 Adams & Barnes in Monrovia, Calif.
Subscribe to this blog's Web feed