As technology has grown in real estate, a line has been drawn in the sand between many agents. Some believe that technology, including social media, blogs and high-tech phones is the way to go. Some think that the tried and true, belly to belly old school approach is, and always will be, the answer.
Either way, they seem to see technology and “old school” as two polar opposites of each other. I come across arguments all the time from real estate professionals believing that if you are “too techy” you are loosing contact with your sphere, loosing the one-on-one aspect of being high touch. Those who do consider themselves high-tech, look at more traditional real estate practices as prehistoric. Folks, this idea of a tech-to-touch spectrum is a myth. There is no spectrum and these two approaches are not, and must never be, mutually exclusive. Moreover, it would be beneficial to have several skill-sets, from high-tech to high-touch, that can be tailored to your particular client.
I’ve discussed before how you should use the form of communication which works best for your clients. If they want phone conversations, give them that. If they prefer text updates or even tweets, give them that. Ultimately, the closer you tailor their real estate experience to what is comfortable to them, the more relaxed and happy they are going to be.
A good realtor is going to have a Swiss army knife of prospecting, marketing and communication tools in their tool belt, and will use them in a combination that is best for their target market. It makes sense that in areas that are more tech-savvy, that a higher tech approach is going to resonate better with the consumers, and vice versa. Yet the two are not mutually exclusive. You can use technology to free your time up to be in front of clients via networking, showing properties, connecting. You can use technology to connect with them in a softer, less “canned” manner, following, for example, the Keller Williams 33 Touch model.
On a macro level, assessing where your target clients are in terms of the best ways to reach them for marketing and prospecting is going to help you determine which methods are going to provide the highest ROI. On a micro level, assessing each individual client regarding the best way to work with them is going to assure a more pleasant experience for them and a better connection for both of you. Being fluid and nimble with the client’s experience at heart is going to be the road map for your best approach.
Let’s end this myth once and for all. “New ways” and “old ways” are not mutually exclusive and can be used in various combinations that are best suited to each agent, market and client.
Think if it as the Yin Yang model.
