PROView - November 2008 - (Page 5) Please Give Me Information. NOW! By the time consumers hit the send button online in response to your listing in the MLS, they expect an answer immediately. While some will want the response by phone, chances are that most expect an email or even a text message in return. What they all have in common is the time frame during which they will expect to hear back from you: NOW. So what’s behind this growing trend? One explanation may be the increased availability of information online. These days you can access just about any information from the comfort of your home, office and even your phone. We live in a Web 2.0 world, where connecting through social networking channels such as Facebook, MySpace and YouTube is as commonplace as keeping in contact by phone these days. Speaking of which, consider all your modern phone can do. Should it even be called a phone anymore? Not uncommon is an entire negotiation using text messages. Today you can take a picture with your phone and instantly, provided your carrier allows it, upload it to Facebook. Ask anyone in their 20s whether they have a Facebook and MySpace account and you’ll likely see a grin on their face as they wonder how you could even ask that question. However, too much focus on generational preferences isn’t exactly the best tactic either. Each individual in your database has different preferences for how they want to be contacted. Have you asked those in your sphere of influence how and how often they want you to stay in touch and what information they want you to continue to provide? Trace Meek, REALTOR® with Century 21 Condon-Meek in Clearwater uses every chance he gets to ask how his customers as well as prospective clients want him to stay in touch. He points out the importance of not assuming which communications channel will work best for each person. “You never know who will prefer email or text message over a phone call. I have senior clients who only want email as their point of contact, while many younger customers still prefer regular phone calls to keep them updated on the market.” Meek stresses that even though the younger generation may be more likely to prefer text messages and emails over phone, one should never assume that to be the case. Agreeing with Meek is Steve Busse, REALTOR® with Keller Williams in N. Redington Beach, who has launched a number of internal technology programs to keep up with the growing trends of individualized PINELLAS REALTOR® ORGANIZATION communications. “Whether we’re working with new or existing clients, young or old, tech savvy or not, we must find what works for them if we want to stay in play.” A Growing Need for Instant Gratification Today’s consumers looking for information demand instant gratification. Remember the mostly-accepted courtesy of a 24 response time to emails? Well, those days are gone. If consumers haven’t heard back within an hour, they’re likely to find what they need elsewhere. Even an hour may be too long. Unless you make it a point to respond virtually immediately, chances are you’ve lost their business. Similarly, consumers will continue their search unless you have provided comprehensive and detailed information. Asked whether there is danger in providing too much information, Busse says that in his opinion the days of baiting prospects online, through mailed flyers and newspaper ads are definitely over. “If you don’t give all the information up front, prospects will just continue their online browsing until they find someone else who will give them exactly the information they’re looking for.” Busse suggests that rich, meaningful content keeps cyber-visitors coming back to your website and hopefully you will eventually reap the benefits of earning their business. “We’re now in a market where we are expected to provide and receive information faster than ever before,” says Meek. “Success is largely determined by how well we use available tools to make it happen.” Bridging the Gap with New Technologies If today’s and especially tomorrow’s consumers are taking full advantage of technology-filled cell phones and a Web 2.0 cyber world with all its online gadgets and widgets, shouldn’t you too? Before long it will be expected. Luckily, there are ways you can help meet such expectations. One solution is to provide text messaging services. Rather than having to pick up the phone as they stand outside a property, prospects may appreciate being able to send off a text message. Instantly, they could receive a message from you with pertinent information about a specific property. By the time they get home they’ll still have your message, which should include brief information about the property, your website and of course your name and phone number. November 2008 5
Table of Contents Feed for the Digital Edition of PROView - November 2008 PROView - November 2008 Contents Chairman’s Notes Feature Story PROActive Brokerage Design Marketplace Analysis Home Sales Report MLS Update MLS Mind Your Manners 2009 REALTOR® Dues New REALTOR® and Affiliate Members Calendar of Events & Programs PROView - November 2008 PROView - November 2008 - PROView - November 2008 (Page Cover1) PROView - November 2008 - PROView - November 2008 (Page Cover2) PROView - November 2008 - Contents (Page 1) PROView - November 2008 - Chairman’s Notes (Page 2) PROView - November 2008 - Chairman’s Notes (Page 3) PROView - November 2008 - Feature Story (Page 4) PROView - November 2008 - Feature Story (Page 5) PROView - November 2008 - Feature Story (Page 6) PROView - November 2008 - Feature Story (Page 7) PROView - November 2008 - PROActive (Page 8) PROView - November 2008 - PROActive (Page 9) PROView - November 2008 - Brokerage Design (Page 10) PROView - November 2008 - Brokerage Design (Page 11) PROView - November 2008 - Marketplace Analysis (Page 12) PROView - November 2008 - Home Sales Report (Page 13) PROView - November 2008 - MLS Update (Page 14) PROView - November 2008 - MLS Mind Your Manners (Page 15) PROView - November 2008 - 2009 REALTOR® Dues (Page 16) PROView - November 2008 - New REALTOR® and Affiliate Members (Page 17) PROView - November 2008 - New REALTOR® and Affiliate Members (Page 18) PROView - November 2008 - Calendar of Events & Programs (Page 19) PROView - November 2008 - Calendar of Events & Programs (Page 20) PROView - November 2008 - Calendar of Events & Programs (Page 21) PROView - November 2008 - Calendar of Events & Programs (Page Cover3) PROView - November 2008 - Calendar of Events & Programs (Page Cover4)
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