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REALTORS: Relax, There Is Light At The End Of The Tunnel

Online Real Estate Marketing
I am a former title rep for a national title insurance company in Phoenix Arizona. I spent 10 years helping real estate professionals grow their business.  In the year before I left the title industry I saw quite a bit of frustration. Frustration from many of the real estate agents here in the Phoenix Area. Over technology. Things have changed. A – lot.

Back in 2005 and 2006 [when I was still a title rep] I remember most agents asking me for tools like buyers and sellers books, listing presentations, postcards, flyer’s to grow their real estate business. Back in 2005 and 6 there was a real estate boom here in Phoenix that you literally had to be part of to believe. A real estate agent could send a postcard to a neighborhood that said “I just listed or sold your neighbors home at [insert ridiculous price] and I can sell yours too. . .call 480….” and the phone would ring. Homeowners were lining up to cash out their homes. In the span of 11 months, some homes had appreciated by up to 150%. It was crazy. One house would sell for $200,000 and the next one, [same model] would sell for $230,000. Of course we know what happened don’t we.

In 2006 the market imploded. Next thing I knew everyone was talking about something called a short sale. There was a new market rearing it’s ugly head. That was 5 years ago. And we are still in it. Here in Phoenix 80% of the homes sold are distressed properties – bank owned [REO] or Short Sale. Most of the real estate agents are chasing these markets. Who could blame them. After all, it is pretty easy to know who needs to sell right now. Simply look at the notice of default list, buy trigger leads – 30,60,90 day late’s, or even guesstimate – anyone that purchased in 2005, 2006, 2007, 2008, hell, even 2009 could be a candidate for a short sale.

While most of the agents are chasing short sales and bank owned because remember. . .it is the low lying fruit – there is a passive takeover occurring. And this one is going to be UGLY. A Passive Takeover [if there is such a term] is the opposite of a Hostile Takeover. A hostile takeover is a business term usually used to describe an attempted takeover by one business of another. It’s called “hostile” because it is usually resisted. I call this one a passive takeover because there is very little [if any resistance].  I’m not talking about a takeover of Barnes and Noble, Marvell Technology or MattelI. ‘m talking about your real estate business.

While most agents are chasing distressed sales and waiting for the market to recover there is a takeover underway. A takeover by tech savvy real estate agents, companies [Solutions Real Estate, Thompson’s Realty, PRO-Found Marketing etc] and corporations [, TRULIA, ZILLOW] . They are quietly setting up engaging, consumer friendly websites – that work, creating content and ranking for keywords and keyword phrases consumers search the Internet for.

While most of the real estate agents are worrying about today, these other agents are thinking about tomorrow and the day after and the day after and…. You see, there has been a shift in consumer behavior. It has changed. Traditional marketing messages – the kind most real estate agents use – are becoming less effective if at all. The average consumer is inundated with over 2000 marketing messages A DAY – and they are becoming very good at tuning them out. They no longer respond well to direct mail, TV, Radio or even glossy PRINT real estate publications. Today, over 94% of them go to the Internet FIRST when starting their home search or looking for information. This is where they will most likely find their next home and their next real estate agent. Remember. . .80% of consumers will go with the 1st agent they come across when they identify a home that meets their needs. And where are they going to come in contact with an agent first? Most likely – The Internet.

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I call it a passive takeover because there is really nothing 90% of agents are doing to protect their business. When this current market ends many agents will think it is “business as usual”. Nothing could be further from the truth. There is a light at the end of the tunnel for these agents. That light is a freight train coming straight at them. If you are not willing to put in the work to compete in this new digital landscape of tools like WordPress, YouTube, Twitter, Facebook, Unique Content, Back Links etc do yourself a favor, save yourself a lot of time, money and heartache and leave the business today. Competing online for the real estate consumer is not a “set it and forget it”. If you are going to compete online you need to work your website. Get a dynamic, engaging, website and fill it with content your ideal client is looking for. They will find it.

For the real estate agents that are inspired by reading this post, that want to compete and won’t go down without a fight, I can help. Please fill out the form below.







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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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