Can You Be Referred To?
Recently my wife asked for some insight into referring a current client who was looking for a specialty property. The client is considered high-end for the market segment they were looking in and was looking in several states. My wife is very protective of her clients and strives to do what’s best. In the rare occasion that we don’t have a connection in an area, she researches agents before referring. Sure her franchise has a referral program, but by the time it gets put through that system, the poor receiver of the buyer referral is looking at a 40-50% referral fee. Most good agents will not take clients with that high of a referral fee; so we’ve always referred directly.
Believe it or not, she had a hard time finding an agent who appeared to have their act together enough, on-line to refer to. It took a lot of research before deciding.
In contemplation of what to look for in an agent, we of course, went to the internet and started with Twitter friends, than Google, than the franchise pages, than RealSeekr, etc… and lastly (you’ll love this) ActiveRain. Why? Activerain would let us “hear” the voice of the practitioner, find their websites and sorted it by location. We decided that there was a secret handshake – a combination of clues to look for that weren’t foolproof, but certainly may help us sort through who might be a good agent to refer to in the future.
There is a story in the Bible, in Judges, of a situation where after a battle a people group were trying to separate those who were friend and foe. The group used the word “Shibboleth” as a pass phrase, as it was unique to their culture. Those who said the word incorrectly, were killed as enemies. Real Estate has it’s own “Shibboleth.”
This is what we considered while pouring over lists of agents:
1. Did they have a Website and (preferably) a blog
They HAD to have a website, and we preferred to see a blog. What were we looking for? Was it relevant, was it up-to-date, was it professional…. Since we were looking at ActiveRain, the points weren’t important because those could be generated by “Great Posts”, rather we were looking for recent posts and how well written the agent was. If they had their own blog, than we looked there.
We saw countless agent pictures (many company listings without photos). Do agents need to pretty? No, but they need to look professional. If we saw the typical mug-shot against a wall in the office, we moved on. If the agent can’t spend at least $30 at JC Penny’s for a professional picture, than they aren’t going to take the career seriously enough.
3. Did the web presence endue a sense of professionalism, experience etc… ?
When I look for agents to trust, I don’t care that they have 30 years experience (that generally tells me they are of the old guard and not with current trends) but rather look for someone that has shown in their online presence that they “get it” and have closed enough transactions to be sure they can close another. Seeing an agent with 5-10 years experience with an up to date webpage, that is more about the consumer than themselves and provides local information and IDX is a great clue that the agent has a sense for current trends and services.
4. Resume versus Services
The death nail in any agent advertisement, for me, is the “Million Dollar Producer” line. In most markets you only need to sell three houses to be a million dollar producer. As both a consumer and someone in the industry, I want to know what you can do for “ME” not what you’ve done for you. Knowing that you made some money last year doesn’t impress me. If you’re selling so much, do you really have time for me as a client? Do you have teams and systems in place to help you with your “high” client base? As a referring agent and/or consumer I want to know about your knowledge base and ability to serve a consumer.
Believe it or not, there were some agents who eluded to the fact that they preferred to care for “all clients in the transaction, equally.” Putting it into context with other things from some agents and reading their blog post on the subject’ they were supporters of Dual Agency. Yeah, right… As if I would ever refer a client to an agent who wanted to provide them less service so that the agent could make twice the money. Moral of that story – be cautious of what you blog about. (Especially if it were your first and last post for 8 months ago)
Ok, So It’s Not All About Me
I know, I know… I’m a Yuppie Elitist. I’m OK with that. Yes, I know that there are some very promising agents who haven’t embraced a good web presence or been around enough to establish themselves. However, I don’t think that what we were looking for in a referral agent was beyond reason. Referring a client properly can ensure future business from the friends and family that they left behind, but more so it’s about serving the current client here and now. Your referral for services to another agent or vendor reflects on you. Be careful…
I am sure that there are other things to look for in an agent than the five I’ve listed, but these were my hot buttons. Agents need to be more careful about their on-line presence. It could make you money – but it could also cost you money. The possible commission from this referral could be up to $75,000 – does your web presence convince me that you deserve this?
Spruce up your product images with Glorify (just in time for Black Friday!)
(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.
Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.
Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.
In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!
Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:
- background remover tool
- templates based on popular product niches and themes
- design bundles for your website/store, social media
- annotation tool
- upload your brand kits and organize your projects under different brands
- 1 click brand application
- & much more!
“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.
Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.
Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!
This new Chipotle location will be fully digital
(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.
A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.
To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.
The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.
It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.
Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.
As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.
For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.
Your business’ Yelp listing may be costing you more than you think
(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.
We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.
For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.
In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.
In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.
You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.
How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.
If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!
In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.
So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:
- Try searching some potential irrelevant keywords – are your ads showing up in these searches?
- Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
- Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.
Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.
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