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March 2008
Index of all
messages
from the Association President
Effective communication, tech skills can lead to success
By David DeElena
I am often asked the question “What is the secret to success in real estate?”
Surprisingly enough, my response is that effective communication is one of the keys. In a time in which we are bombarded by numerous types of media, most people just want someone to listen to their concerns. Consumers get information – good or bad, biased or factual – from a wide variety of sources. So much information can make them overwhelmed before they can assimilate it all or put it into a context they can use.
Today’s buyers often know how to access information better and faster than the agent they hire to represent them. That means the REALTOR® community must become more informed and better educated than ever before. The rise of Generation X and Y buyers requires a new and updated approach for effective communication to be successful; bridging the gap in technology and being able to communicate our effectiveness helps the REALTOR® retain the necessary influence in the relationship.
In my experience
My own experiences reflect this situation. Recently, clients requested that I show them homes and I promptly ran a search of potential properties based on their criteria. Later, during the showings, I noticed several of the units were higher than the price we discussed. When I mentioned this to the buyers, I was informed that these more expensive homes were found by the clients.
At this point, the need to assist the buyers by showing them how Metrolist works seemed appropriate. Once they saw the methods being used to locate homes for them, they more clearly understood how to allow me to be the most effective. The buyers learned the inherent flaws that exist when MLS input forms are filled out incompletely or incorrectly, and I was better able to understand how they thought the system functioned.
This simple exercise over a cup of Starbucks coffee increased the level of communication and all parties felt more confident about the relationship.
Trying the text
One area REALTOR® communications might improve is in text messaging and the use of Podcasts. Several of my current clients prefer that I text them a quick question rather than call or e-mail – they view this level of communication as more efficient.
In fact, efficiency in communication seems to be most preferable to some clients these days, and how you communicate might depend on the generation you’re working with.
Here’s a good example: In the past, most of us in planning a party would send invitations several weeks prior to the event and follow up with a phone call. But next Gen’ers would write a text message and send it with one click to all their friends to get the word out about a night out this evening. It’s a different way of going about it – but one that is highly effective for the age group. It helps to know this when you work with this set of buyers.
We as REALTORS® tend to think that osmosis is the easiest way to acquire new skills. This weakness can be corrected by taking the various classes offered at your Association. Technology training is offered as stand-alone C.E. classes and as part of many designation classes; also, the REALTOR® Rally this year features a track devoted to helping agents become more tech savvy.
Be sure to include some training in this vitally important area during 2008 so that your abilities meet the new expectations of today’s buyers!
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