Marketing: Even with the Internet, it's back to basics

Despite the public’s perception that multiple offers have vanished, dozens of Realtors at a recent meeting raised their hand when asked if they had encountered offers from multiple buyers on any recent sales.

Yes, the market is far more vibrant than many would believe, yet, the public and Realtors must accept that today’s reality differs greatly from the sellers’ boom market of just a short while ago.

By WINNIE DAVIS, President, and David Walker

Southland Regional Association of Realtors®

Despite the public's perception that multiple offers have vanished, dozens of Realtors at a recent meeting raised their hand when asked if they had encountered offers from multiple buyers on any recent sales.

Yes, the market is far more vibrant than many would believe, yet, the public and Realtors must accept that today's reality differs greatly from the sellers' boom market of just a short while ago.

And, in the new order, a return to basics - or at least their modern version - will benefit Realtors and the public alike.

The Internet is an extremely powerful force in the current real estate market with 77 percent of buyers starting the hunt for a home on-line.

Despite the power of the Internet, nothing will ever replace sitting knee-to-knee with a client. No words sent via the worldwide web will ever communicate the little things that make a difference, the things that make a client feel the warmth of a real estate professional or feel safe that the Realtor will deliver all of the great services promised.

To survive in the new order, Realtors need to understand each and every one of their own gifts, talents and weaknesses.

For example, Realtors need to find technical support if they realize that they will never be proficient with technology.

With three quarters of all buyers beginning their search on the Internet, anticipation is a key to success. Realtors must be prepared. They must develop, execute and maintain an Internet marketing strategy that will keep them in front of clients.

Today's challenge for real estate professionals is how to get the buyer through the front door, except now it's the through the Internet front door.

Two ways to do that are to spend available marketing dollars to make sure traffic is directed to the Realtor's website and to post multiple pictures of every listing. The odds of landing a buyer expand exponentially when multiple photos provide buyers more opportunities to view a home.

Realtors also could participate in on-line blogs, perhaps redirecting the tone of the dialogue by pointing out opportunities in today's market and the advantages of using a Realtor.

Clients want to feel safe, to know that the agent cares.

Realtors need to be proactive in providing a solid service, yet in the end, it's what the customer says about the real estate transaction that matters most. It's also about what other agents say about the agent when the deal is finished.

It's wise to remember, that Realtors are working with people who are seeking certainty in a very uncertain world.