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Internet Marketing For Real Estate: Are You An Order Taker OR An Expert?

WordPress For Real EstateWhen it comes to your real estate marketing – Are you an order taker or an expert? Sounds weird I know but I am serious. Are you an order taker or an expert? In the United States there are over 1 million real estate agents, some are experts but the overwhelming majority are order takers. Now before you look inward and become self conscious about which one you might be let me be the 1st to tell you there is nothing wrong with being an order taker, although being an expert is clearly a better option. Here’s why.

An order taker [in the way that I mean it] is a real estate agent that uses real estate agent marketing to be all things to everyone. Looking for a 4 bedroom 2 bath home in Dallas? I’ll be right back! 3 bedrooms and a den in Orlando? I’m on that one too! Loft in Manhattan – you got it! Being an order taker can be exhausting because they are trying to please so many different segments of consumers. Order takers are expendable, lose track of one and there is surely another around the corner. Order takers use a lot of gas and spend a lot of money on their real estate agent marketing. Because the order takers cannot figure out who they would like to work with, they target everyone and their mother with their real estate agent marketing with vague messages. “For all of your real estate needs” or “everything I touch turns to SOLD” or “The difference between FOR SALE and SOLD” , stuff like that.  Short Sale, Foreclosure,  REO, homes in Chandler, Los Angeles, Maui, Charleston, they work almost everything and seemingly everywhere. Order takers are usually working the hotest segment of the market at any particular time, right now that market is RENTALS or SHORT SALE.

Now that you know what an order taker is, let’s talk about the expert.

An expert is a real estate agent that specializes in one or two parts of the market. These parts could be a type like historical or victorian homes, condo’s, lofts, town homes, luxury or even commercial properties but it’s usually tied to a geographic area. Scottsdale, Chandler, Midtown Atlanta or Brooklyn It would be rare to find an expert working areas 50 miles apart. Experts save a lot of money on gas because they are not driving all over.  The expert spends very little money on marketing because their customers “find” them. They are actively seeked out because they are seen as the authority in a specific area or field.  Experts are not wasting time learning about the latest greatest class or designation because they don’t need them to remain competitive, experts are in high demand. If you want to know if a parcel of dirt can be subdivided or if a variance can be applied for, the expert knows, the order taker often needs to get back to you in a few hours or even days – it’s not their field of expertise. While it takes little to no effort to be an order taker, being an expert takes some knowledge, some skill and a vehicle to communicate it, Internet Marketing For Real Estate. While the order taker will usually talk to anyone, the expert only speaks to a specific demographic of the market. The order taker spends substantial amounts of money on direct mail and calenders, sports schedules, pens and coffee mugs to remain “top of mind” when someone has a real estate need, the expert is top of mind.

While the order takers are often sporadic and unorganized, the experts know how to use Internet marketing for real estate to craft messages that only their target audience would “FIND” when they have a need. The order takers have a website but rarely update it [beyond listings or RSS feeds] if ever. The experts update their blogs with unique, dynamic, engaging and valuable content on a regular basis.  The order takers speak about themselves in their marketing while the experts speaks TO and with their target market. The order takers leverage TV, Radio and direct mail to speak to everyone. The experts speak to a specific niche. The experts know how to get their content to the top of the search engines to be found by their ideal client when they have a need. The order taker is often invisible on page 3 – hundred. The order takers use close ended questions like “are you looking to buy a home or do you know anyone looking to buy a home?” while the experts use open ended compelling calls to action like “call, email or fill out the form below for a complete list of [X], mistakes to avoid when buying an [X] or even what you should know about [X]”. The order taker uses Interruption or Outbound marketing while the expert uses permission based or Inbound marketing.

Which one are you? Are you an order taker or an expert?

If you were a consumer buying a $300,000 home in Val Vista Lakes, Gilbert AZ or a commercial building in Philadelphia, would you want to work with an order taker or an expert?

After reading this and reflecting on your reality, you may elect to stick with the same old business card, same old photo, on the same old postcard and the same old standard approach to getting your phone to ring. It’s going to be a looooong trip if this is your route. With over 94% of home buyers going online FIRST when they have a need and 80% of consumers choosing the FIRST agent they come across when they have identified that need, – you will need a business model that can survive and thrive in the future. The best time to start is now. I have the tools, and the team to help you begin your transition. Lets talk. Fill out the form below. 

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Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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