Real estate will always be a face-to-face business, driven by facetime with clients. But as the younger generations age into their prime home-buying years and continue to infiltrate the market, there’s the very real possibility that facetime will begin to look more like FaceTime (and for many, the shift is already occurring).
And for anyone who worked through the COVID-19 pandemic, there’s no denying that tools like Zoom, FaceTime and Facebook Live have expanded the reach of real estate professionals across the board. But just because you’re sitting behind a phone or computer screen, that doesn’t mean you can let your guard down.
“We view Zoom as face-to-face, as you’re the face in video,” says Mark Johnson, who points to connecting with clients via technology as the norm—rather than the new normal.
“The key is personal leadership, staying present, setting your devices to mute and DND, and being fully engaged,” he adds. “It’s no different.”
With more initial meetings being conducted via Zoom these days (whether that’s due to clients who are still wary about COVID or clients being more comfortable utilizing technology), for Ige Johnson, when meeting with potential homebuyers, clear and concise communication is key.
“It’s crucial to be upfront about the process and the property,” she says. “And ask the same of them. This will help to avoid any misunderstandings or surprises down the road.”
“We encourage our team to treat the meeting with polish and professionalism,” adds Baris. “That includes dressing in a business-like manner, looking into the camera so that it feels as though you’re looking at the client and being a great listener. And, most importantly, telling people what they need to hear—not just what they want to hear.”
For Robinson, setting expectations when you’re not necessarily face-to-face is a mix of tactics and strategy—blending the best of both worlds to ensure that everyone is on the same page.
As far as tactics are concerned, Robinson points to establishing a good “Zoom environment” as a key tactic that can’t be overlooked.
“By creating a good Zoom environment, you’re setting yourself up to be present and focused,” explains Robinson, who takes advantage of the follow-up time immediately after a video call to lock-in what might have been missed due to not being seated at the same table.
Tactics aside, Robinson’s preferred strategy when conducting business via technology is simply taking a break when needed.
This translates to meeting a client in-person, if it’s needed and appropriate, even if Zoom would be more efficient.
“Efficient doesn’t always mean good service,” says Robinson. “Some clients need that face-to-face meeting at key moments in the transaction, and that’s okay. No one has ever gotten a good hug over Zoom, and that isn’t changing anytime soon.”
While there’s no doubt in anyone’s mind that technology has earned its place in the real estate process, as we continue to adjust to the post-COVID world, brokerage leaders are working to fine-tune their strategy when it comes to embracing technology or sticking with the tried-and-true personal touch upon which they’ve built their business…or both.
“We are a face-to-face business, so we need to meet in-person, which means bringing agents back to the office,” says Northrop.
“Real estate agents sell brick-and-mortar, therefore, we have brick-and-mortar locations and offices for our agents to thrive,” he adds. “Returning to the office has many benefits, beginning with creating a positive environment that helps foster a culture of collaboration, constant learning and camaraderie, creating a supportive hub.”
Casey—who believes there are a lot of things real estate professionals have learned about taking advantage of the benefits of technology related to the real estate process—is another proponent of getting agents back to traditional one-on-one meetings with clients.
“I said it a couple months ago, and I’ll say it again: Zoom is dead! I’m not sure what reasons there are—unless someone is out of town—as to why an agent can’t go to present a listing or an offer rather than doing it by Zoom.”
With potential buyers wanting to see properties in-person and open house numbers way up in the markets served by Howard Hanna Real Estate Services, according to Casey, setting and managing expectations via Zoom can often be a challenge.
“It’s not the Zoom communication that’s the biggest problem,” says Casey, “but rather, it’s the communication surrounding the documents, materials and other things we want people to read in advance. To that end, it’s more about setting expectations and doing the homework with the client beforehand.”
