By Paige Tepping
RISMEDIA, Sept. 25, 2008-The post-Internet reality of today’s real estate marketplace is overwhelming to brokers and agents alike. With the Web at their fingertips, many real estate professionals don’t know where to begin. With a little guidance from PropertyMinder’s technology-marketing (TECH-MAR) clinics, however, real estate agents and brokers can quickly adjust their marketing strategies and achieve a winning online presence.
A Five-Week Plan
The five-week TECH-MAR clinic is the stepping stone for agents who are uncomfortable with technology, as well as those who are already tech savvy, but want to learn new techniques in the market.
“As an industry, agents sign up for websites and then end up doing nothing with them or canceling them because they simply don’t know what to do,” says Jamie Brace, PropertyMinder’s iMarketing consultant. “The TECH-MAR program is designed around the needs of these agents.”
The first week of the clinic focuses on basic marketing techniques that teach agents how to capture the consumer’s interest. The second week centers around the changing consumer and forces agents to adapt their marketing to change with the consumer as well as finding a follow-up plan that works for the agent, so agent’s can follow up with their leads. Strategies to attract buyers to their website is the topic of the third week, and the fourth week gives agents the opportunity to work on ways to prospect for listings using the different forms of technology that are available. The fifth-and final-week teaches agents time management skills.
PropertyMinder offers three different clinics for agents who want to boost their knowledge, careers and income:
– “Secrets of Gen-X Real Estate” is designed for agents who are looking to increase their income working with both buyers and sellers.
– “Secrets of the Buyer Market” teaches agents how to attract and work effectively with the Gen-X buyer.
– “Secrets of the Listing Market” shows agents how to sell themselves to today’s seller and use money-saving techniques to market themselves as an expert.
“Most agents today are more interested in the buyer’s side than the seller’s side,” says Brace. “They are looking to find out who the new consumer is and how to talk to and motivate them.”
A Competitive Advantage
“The TECH-MAR clinics open your eyes and make you think about your marketing techniques and how you can improve them so you can gain more business,” says Juli Marty, broker with Neighborly Realty in Roseville, California. The clinics focus on walking agents through a business plan and force them to go through the steps and think about things such as their marketing tagline, how to position themselves in an aggressive way, what will get them the most attention and what their competitive advantage is.
“The clinics force you to think past what is expected and give you the opportunity to try different techniques to see what works-and what doesn’t,” she says. With all of the advancements in the technology field over the last few years, it is crucial for agents to be aware of technologies that will give them a competitive edge in the marketplace.
“The TECH-MAR clinics set you up and enable you to find resources that will work to your advantage,” says Tammy Kruth, escrow coordinator for John Brophy, Keller Williams Realty in Roseville, California. “Being able to utilize the technology and strategize on how to best touch your clients is the biggest advantage of the clinics.”
As an independent broker, Marty chose to work with PropertyMinder as well as go through the TECH-MAR clinic. “The consistency of the information that is presented throughout the clinic is on target with what agents need to know as well as do in order to remain competitive. A large percentage of the clients that I work with are tech-savvy, so it is important for me to be well positioned in this respect.”
Instilling a Code of Confidence
Most agents don’t have the confidence to go out and utilize the technology that is available to reach out to today’s consumer. This lack of confidence is seen especially with agents who are working with Gen-X buyers.
“The Gen-X group is a generation of latchkey kids who have learned to only trust themselves. Utilizing the technologies that are available gives agents the self-assurance they need when working with this younger generation,” says Brace.
A self-reliant generation, members of Gen-X have accepted new technology trends and continue to adapt to the changing technology landscape.
“With everything being tech-based today, PropertyMinder has given our company the ability to step back and let the technology do the work for us,” says Kruth.
PropertyMinder enables Kruth to give her consumers as much responsibility in their home search as they want. “The tools that PropertyMinder has equipped us with enable us to reach a lot more buyers, because our consumers can sign onto our site and set their own search criteria,” says Kruth.
“The clients that I connect with are generally tech-savvy individuals,” adds Marty. “PropertyMinder allows my clients to be able to control their own search criteria, and get in touch with me when they wish to make contact.”
Consumers today want to work with an agent who knows the latest news and trends. They want someone who presents themselves in a professional manner and who has made an investment in the business. “Using PropertyMinder means you are serious about what you are trying to accomplish.”
Keeping Up With the Times
PropertyMinder provides a well-rounded program that focuses on technology that enables agents to connect with today’s consumer through the forum in which they are most comfortable.
The marketing initiatives that PropertyMinder has equipped Kruth with have given her the ability to reach out to her consumers through her website, allowing her to tweak her marketing strategy to be most effective to her consumer base.
“I can log into my system and set up my marketing materials for a given time period, and not have to worry about them going out,” says Kruth. “All of our materials are set up through e-mail, so we can reach out to our consumers automatically through our database.”
“The blogging and social networking initiatives are a great way to keep my clients updated on the latest news within the industry,” adds Marty. “People are interested in knowing this information, and they want to receive information when they are interested.”
“In this real estate market, it is crucial for agents to jump onboard and start learning about and using the new technologies that successful real estate agents have in place,” concludes Brace. Agents are out there doing their part to remain educated on the latest trends in the industry and it is important that they get the training on how to effectively integrate these practices into their everyday business model.
For more information, please visit www.propertyminder.com.
