If there is a buzzword for today's real estate professional it begins with the letter "E". The "E" stands for economy of time, energy, efficiency, and effectiveness to best serve today's buyer and seller. The only way to meet and exceed the consumer's demands for information and service in real time is to use systems and products that offer immediate response, and to capture and track leads that convert to sales and profits.

Successful marketing today requires that we re-think what we have done in the past, how we have done it and enjoy results for our investments of time, dollars and precious energies. Insanity is doing the same things and expecting different results. Today's consumer is no longer willing to settle for sloppy communication, careless service and inconsistent responses. In order to win the consumer of today it is time to buckle up and begin cleaning up our act by implementing the tools and systems that help us create a WOW experience for our clients and customers.

Economy of time and tools

Cell phones are a great tool, but today's consumer wants you to be their time-saving resource when it comes to buying or selling. PDA's have come a long way and now offer several integrated solutions to communication and organizing information away from the office. The latest technology combines several services in one device. If you are still sporting an arsenal of equipment on your belt, it's time to look at one tool that does it all. Pagers, laptop computers, cell phones, digital cameras, calendars, and e-mail can now be delivered in real time through wireless connection in one tool: a hand held personal computer. This latest tool can update local multiple listing information while you are out showing property. No need to wait to plug in at the end of the day to get the latest inventory and status of properties. If you are serious about staying in the business, it is time to get a tech coach and figure out how to use these tools to save you time and to convey top professional services to your buyers and sellers. Providing up to the minute status on properties when showing buyers offers you a critical edge in buyer services.

Use e-mail effectively

E-mail started out as an immediate, simple and cheap way to send messaging anywhere, anytime with the use of a simple phone line. Little did we realize the power that could be harnessed in a simple message. NAR's survey in March of this year proved that a huge percentage of agents are using e-mail for business, but other independent surveys reveal that a high number of agents neglect to answer their e-mails in a timely fashion. As more and more tech tools offer the integration of cell phone usage and e-mail, perhaps this will change, but it is acutely important that if you are using e-mail you must use it effectively and check it often. When using e-mail, there are a few things you can add to create a distinction in your message.

However, most agents are missing the boat big time by not maximizing this medium to promote themselves, their benefits, and services in the way they sign off each e-mail communication. Sending letters on traditional hard copy letterhead provides printed information in the logo and body text. This visual information provides the recipient with implied information about the sender. E-mail is a flat text medium, and in most cases, provides only the information incorporated in the messaging. By providing a few extra lines of information, you can maximize the chance to promote additional services and value-added information in a way that meets and exceeds the new consumer demands on a global 24/7 platform.

Take every opportunity to add value and convenience by typing out full information about yourself at the close of your message. Sign off, and include your full name, company with address and phone number including area code, your credentials, your E-mail address and your Web address. To really add a convenient step, type your Web address so it appears as a "hot link" when received. This easy step requires typing in the full "http://www", which will appear as an automatic link to your site when received by most e-mail applications, offering more information about you and what you do.

This simple inclusion will set you apart, and make it simple, easy and convenient to access more about you, your company and your services. This addition offers a personal "branding" that offers an opportunity for the recipient to get more information when and if they want it.

Use electronic marketing tools

Why are we still investing thousands of dollars in classified ads, brochure boxes, display advertising and yard signs if we don't know which of them is generating real leads and a way to contact and track those leads? Surely we need to understand that blindly spending our hard earned dollars is a less than productive way to do business.

In the past, we were unable to determine just what made the prospect call us to list or buy a home. Today, we have several options to make better decisions about where and how to spend our marketing budgets. What has worked in the past is much less effective than ever, as the customer of today has been conditioned to get immediate information with the touch of a button, and usually without a "human" involvement. The challenge for today's real estate professional is to understand that the average age of today's consumer is about 36 years old and they are quite comfortable using electronic products to get information or services. Studies show that it takes over 6 phone calls when driving around looking at "for sale" signs to even reach one live agent! The consumer of today will call until they do get the information they are seeking, with or without "loyalty" as an issue. To be sure you service the needs of buyers today, get up to speed using automatic call capture services that offer information and additional services 24 hours a day, 7 days a week to satisfy the immediate needs of prospects.

The latest legislation prohibits cold calling, so many sellers will be asking how we will find buyers for their properties, and what new methods we will use to promote their listing.

Sellers have heard it all when it comes to interviewing agents to list their property. What they really want is a demonstration of how you differentiate your services from your competition. They are looking to get the most money in the shortest period of time. RESULTS are what they demand. When an agent demonstrates sound statistics on their prospecting effectiveness using new electronic tracking systems, the seller is listening. Products like 800Service.com have conducted studies revealing that 30-40 percent of calls come before and after business hours. Studies show that using a 24-hour recorded information system increase responses 3-4 times more. In addition, the system obtains the phone number of the prospect for follow up. Using this program gives you the permission to return their call. By using a program that tracks leads, agents are more likely to get reductions on stagnant listings, and track the effectiveness of their advertising dollars. This "edge" is just the ticket you'll need to beat out the competition at the listing table. Just giving the prospect information about the seller's property isn't enough. The seller needs a demonstration of how you can provide buyers for their property immediately upon request. Check out systems that do your tracking and servicing for you at http://www.800Service.com and begin working and investing your time and money wisely!

Be an EFFECTIVE communicator

If you really want to WOW a prospect, client or customer, make a commitment to be a more effective communicator. Learn to be committed to keeping your promises to call or deliver what and when you say you will. More than ever, today's consumer is seeking high trust selling practices. It is important to them to feel comfortable and safe making the decision to buy or sell a home using your services. How well can you score yourself on consistent communication with your listings, or returning phone calls as promised? It might surprise you to know that real estate agents ranked poorly on services to customers and clients in a recent survey conducted by a large franchise firm. What is your "follow-up" reputation? Always promptly, sometimes, or never? Learn how to communicate with integrity, and in ways that support the style and needs of different communication styles. Substantiate your responses with statistics, reports, community information, surveys and studies that will help your clients and customers make objective decisions. Anyone who wants to buy or sell anything needs to feel comfortable when working with someone who directly benefits from handling their business. Take the time to study communication styles to improve your own personal skills and be more effective when handling people who have styles that are different from your own. For more information about Selling with Style, go to http://www.SellingWithStyle.com.

As the market changes, and the consumer becomes increasingly more aware of alternative ways to buy or sell homes, it is imperative for today's successful agents to embrace the new tools to continue to be relevant to the buying and selling of real estate.

Published: October 30, 2003

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