The real estate industry has been going through a major
transition for a number of years, yet many agents haven’t adjusted to these
changes. Not long ago, real estate
agents were in the business of providing information. The only value we thought we had was giving
information, such as what’s for sale, what’s on the market, what’s the price of
similar homes etc. Back then, to
protect our value, we locked away this information in MLS, and if you were in
the business long enough, you may even remember the blue book of MLS! This is how real estate has been done for
over a hundred years!
This is not how real estate is done
now. The information you used to be
hired for, the information people turned to you for, is all over the Internet. Anyone can access it. Anyone can use it.
How does
this change redefine the role of the real estate agent? There is a large gap between information and
the use of the information to get the best outcome. Let’s take for instance a CMA, which
essentially tells a consumer what houses used to sell for and are currently
selling for now. Can’t you just look up
that information yourself online? However what good is that information without
the ability to analyze what that information really means?
The agents who don’t
evolve into what the consumer now demands will not survive!
Clients no longer need us for
information regarding which homes are for sale.
They really want us to
·
Analyze the available information
·
Connect the dots and let them know if now is a
good time to buy or the right time to sell
·
Take the time to explain their options – simply
and effectively.
People are yearning
for expert advice.
An expert doesn’t mean you are
going to give perfect advice, but you will give excellent advice. You can’t
give buyers or sellers perfect advice because you can’t know the future. You can give excellent advice based on the
information and situation at hand, guide them through the process and help them
make the necessary changes along the way.
Give Excellent Advice
In order to
give excellent advice you need to make sure your knowledge inspire confidence
and certainty and that your knowledge takes away the clients concerns.
Ask yourself these two questions, do I know what is truly
happening in the market and do I know why it’s happening? You not only have to
analyze the information well enough to understand it yourself, you also have to
understand it so well that you can simply and effectively communicate it to
buyers and sellers. You shouldn’t be
trying to convince someone to do something (that’s what salespeople do);
instead, you should be helping them discover what their options are, explaining
the pros and cons of each of those options, and then letting them make the
decision that is best for them and their families.
Technology Today
Go
Mobile. The best times to educate the
consumers are during the informal times such as a children’s athletic event,
the supermarket or any other chance meeting.
The information that consumers want; how’s the market, should I wait to
sell my house or is now the right time to buy?
Having that information on hand, such as on your smartphone or tablet
and pull out graphs and charts and other visual information that helps explain
what you want that person to understand.
The key to doing a better job at these pre-appointment appointments is
becoming mobile with your real estate information and tools.
For most families,
buying or selling a home is the most important personal decision and possibly
the largest financial decision they’ll ever make. They are looking for a true professional to
help them through this process. Make
sure they get one when you walk into their lives.
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