AgentMatch launches, world keeps spinning
(AGENT/GENIUS) – Recently, Realtor.com has put some of their acquired talent and technology to work in an extremely beta product called AgentMatch, piloting in the Las Vegas Valley and Northern Colorado. Performance data is fed directly from the MLS, bios are populated from agents’ SocialBios profiles, and the site unveils the top performing agents in any given area – a bone of contention for a small group of real estate professionals.
According to the National Association of Realtors (NAR) Profile of Home Buyers and Sellers survey, 91 percent of consumers did not directly find their agent online, a high number that has been a tremendous part of AgentMatch’s birth, the company tells AGBeat.
Ernie Graham, Director of Product Management for realtor.com said that technology has empowered consumers, especially Millennials, want to use technology to find an agent, meanwhile agents are best served by spending less time with poorly suited prospects.
AgentMatch has spent the last year in an endless loop of focus groups and use monitoring, and consumers overwhelmingly love it. Graham said, “I wouldn’t be working on this right now if I didn’t see consumers’ eyes light up.” He asserts that they are very early on in the project and are all ears to objections as well as ideas and support. In fact, they’ve already formed an Advisory Board after calling out and inviting the loudest critics to the table.
We reached out to non-realtor consumers for their feedback, and in each case, the responses were positive, even when we noted that the data may not account for teams or new home specialists. These individuals could not understand why anyone would protest it. They liked that there were not reviews, it was simply raw, unbiased data and immediate (read: real) contact information that they had been thirsting for.
Enter the objections
Upon launching, a number of Realtors took to the web to speak out against AgentMatch, and while it isn’t surprising, much of it is based on misinformation and a basic misunderstanding of how internet users use the internet today.
Any time a website launches that adds transparency to a real estate professional’s transaction history, a nuclear explosion goes off and agents lose their mind. Why? Some of them are far less busy than they feign on Twitter, while others are, in fairness, successful regardless of transaction numbers (lead gen folks, teams, and so forth). Buyers’ agents fail to study the site and instantly claim the deck is stacked against them, but in reality, it’s not just the number of homes on the market shown in an agent’s bio; the number of homes sold appears right next to it, unlike most sites featuring agents. This has been one of the more common misunderstandings we’ve seen.
Picking bones over wording
The “Find Realtors” feature already exists on Realtor.com, but the truth is that while the bones are good, it has a lot of room for improvement, particularly when it comes to getting consumers to engage more. So, after endless testing, they launched AgentMatch, and the very word “match” seems to have set the industry off.
The landing page of the site currently reads “Sell Your Home,” then “Compare and connect with the best performing agents in your neighborhood.” The word best has been a contentious word with agents who have falsely assumed that realtor.com is playing favorites with top producers, or ranking agents – but you’ll see no stars, no thumbs up, no ratings, and no stickers with words like “top producer” or “number one agent.” The truth is that the word simply tested better and increased engagement with consumers – kind of important when consumers are vetting agents.
Not seeking to influence MLS policies
Because agents cannot upload any listings to the site, and because the data is 100 percent from the MLS, some have protested. First of all, third party agent ratings sites that allow uploads often have no way of verifying the validity, leading to inaccurate data and a lack of transparency.
Graham asserted that this product will never seek to change policy at the MLS level, and agents that wish for their transactions to be fully recorded by the MLS should petition their local board (which AgentMatch says they’ll help with if requested). It makes sense to use one and only one data source in this case, as it is truly the only reliable source when you look at it on a national level, and because rules are so different between each MLS, it makes sense for realtor.com to keep their nose out of it – if they did seek to change the rules, imagine the outrage then!
What you may not be aware of is that this product wasn’t just birthed by faceless code jockeys at realtor.com, it has been headed up by the founder of SocialBios (acquired by realtor.com), and Graham spent years as a broker and a MLS Director, so his understanding of agents’ needs and objections are first hand – yet the product still has his endorsement and his acknowledgement that influencing MLS policy from their position isn’t wise or useful for anyone.
No charge for agent’s email to be featured up front
Additionally, AgentMatch features agents’ phone numbers and email address front and center without forcing consumers to register to get it (thus, they don’t act as a middle man, they instantly get to their agents of choice), and they don’t charge agents to feature their information on the site – a far cry from their competitors, who agents have complained for years about their featuring competitors’ information on their listings pages. None of that, just simple contact information. This fact has been wildly overlooked, particularly by the people who railed against their information being hidden or sold by other companies.
What agents protesting this site have missed is that consumers are more sophisticated today than a decade ago, and they have diverse goals. Agents, so often wrapped up in the mentality of the industry, assume that consumers only want an agent who has the most listings in town, but the truth is that many look to the agent with a smaller number, assuming they’ll get more attention and have more time devoted to their listing. Consumers aren’t stupid and there is an inadvertent belief under agents’ breath that they are. Without being guided, the consumers we spoke with all deemed the anti-AgentMatch agents to be anti-consumer. Ouch.
I’m not 100% a fan. Yet.
Although we partner with realtor.com on a select number of events, they are not past scrutiny, so let me be clear – there are holes in the product, and the creators can blame the MLS, but the holes remain. Agents that specialize in pocket listings are out of luck, and brokerages that focus on new home builders’ listings (which sometimes don’t ever touch the MLS) are not accounted for. That’s a meaningful chunk of the industry.
Another hole, and a big huge fat one, is that there is currently no way to opt out of being featured – Graham tells us they would consider it if users requested it, but for now, agents cannot opt out. That probably should have been built in from day one and made easy for agents who object.
In addition to the holes, I have to jump in to say that this is not that big of a deal. It’s one website. It’s a simple tool in a buyer or seller’s massive toolbox. The few outraged agents remind me of real estate professionals who were wildly opposed to lockboxes going digital or the MLS going online.
What the industry must do
The industry must be more consumer-driven and quit giving the opportunities to third party sites that don’t have industry affiliations. If real estate technology innovates at the pace that some of the naysayers prefer, the MLS would still be exclusively on paper. If the few loud objections overrule the potential national launch of this tool, it will eventually be mastered by a third party company that has no industry affiliation, no ramifications for not following the rules, and no requirement to follow the Code of Ethics.
While AgentMatch is actively listening, objections should be aired, but what is presently making the rounds is riddled with misinformation, and honestly, is actually anti-consumer. People want to research agents, and realtor.com has met them where they’re looking.
My fear is that the industry is going to wail about this and miss an opportunity to provide something meaningful to consumers, letting third parties find a way to make it happen and then charge agents to be featured or get leads, and the next generation of agents will then scream at realtor.com for not doing this in the first place. #backfire
Job listings are popping up left and right, so what exactly *is* UX writing?
(EDITORIAL) While UX writing is not technically new, it is seemingly becoming more and more prevalent. The job titles are everywhere, so what is it?
The work of a UX writer is something you come across every day. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.
A UX writer facilitates a smooth interaction between user and product at each of these touchpoints through carefully chosen words.
Some of the most common touchpoints these writers work on are interface copy, emails, and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”
Eat24’s app has UX writing that works because it’s engaging.
Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.
Regardless of where you find these writer’s work, there are three traits an effective UX writer must-have. Excellent communication skills are a must. The ability to empathize with the user is on almost every job post. But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.
UX writers may have a very specialized mission, but they typically work within a greater user experience design team. In larger companies, some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?
I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.
Now that the UX in front of the writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.
Have an in-person job interview? 7 tips to crush the competition
EDITORIAL) While we all know the usual interview schtick, take some time to really study for your next face-to-face job interview.
So, you’re all scheduled for an in-person interview for a job you’d kill for. It’s exciting that you’ve made it to this step, but the question is, are you ready? Especially with remote interviews being the new norm, your nerves may feel shaken up a bit to interview in person – but you’ve got this! And many of these tips can be applied no matter the interview setting.
We all know the basics of a job interview: dress nice, get there early, come prepared, firm handshake, yada, yada, yada… However, it’s good to really sit and think about all of the requirements of a successful interview.
There are seven steps for crushing a face-to-face interview. Do your homework upside down and inside out in order to walk into that room.
Which brings us to the first step: know everything you need to know backwards and forwards.
This can be done in two steps: getting to know the company and getting to know yourself. By doing website, social media, and LinkedIn research, you can get a feel of the company culture as well as the position you’re interviewing for.
By getting to know yourself, have a friend ask you some interview questions so you can practice. Also, take a look at your resume through the eyes of someone who doesn’t know you. Make sure everything is clear and can compete with other candidates.
The next step is to anticipate solving future problems. Have some insight on the department that you are interviewing for and come prepared with ideas of how to better this department. (i.e. if it’s marketing, give examples of campaigns you’ve done in the past that have proven to have been successful.)
Step number three requires you to go back to the research board and get some information on the employer. Find out who you’re meeting with (head of HR, head of the department, etc.) and make your self-presentation appropriate for the given person.
Next, work on making the interview conversation a meaningful one. This can be done by asking questions as people like to see you take an interest in them. Also, be sure to never answer the questions as if it’s your regular spiel. Treat each job interview as if this is the first time you’re presenting your employability information.
With this, your next step is to have stories prepared for the job interview. Anecdotes and examples of previous jobs or volunteer/organization experiences can help bring life to an otherwise run-of-the-mill resume.
After this, you’ll want to make sure that you’re showing enthusiasm for the position you’re interviewing for. Don’t jump on the couch in the lobby like you’re Tom Cruise on Oprah, but definitely portray that you’re excited and up for the challenge.
Lastly, make a good impression by being impressive. Be professional and in control of your body language. Put yourself in the mindset of whatever position you’re interviewing for and show them that you have what it takes.
The benefits of remote work are just too good to overlook
(EDITORIAL) Employees scream it from the rooftops and businesses don’t want to admit it: Remote work is just too beneficial to pass up- and here’s why.
Remote work has been rising in popularity in the past several years. Especially following the COVID-19 global pandemic, more companies saw significant benefits for both their business and their staff that went beyond the realm of finances by allowing remote labor.
Less happily, many people lost their job during the pandemic, but they ended up having more time to put toward their passions or were compelled to get creative with their remote business ideas to ensure a consistent stream of income.
If you remain on the fence about allowing your employees to work remotely, or are considering a career shift yourself, take a look at the top four benefits of working remotely, which may sway your decision.
Better Overall Quality of Life
Allowing your employees to work remotely doesn’t necessarily mean they work from home full time. There are benefits to having your employees work in an office part of the time – say, two or three days – and working from home, in more familiar surroundings, the rest of the week.
In this way, your workers enjoy some freedom and independence while retaining the ability to interact face-to-face with their peers. That provides human interaction, which can play a substantial role in terms of improved mental health for your staff.
Happy employees means healthier employees, which can save your outfit money in the form of healthcare costs and lost productivity. But we will get further into the cost-saving benefits a little further on.
If you’re a remote worker, you should see yourself becoming significantly more productive. But why would this be the case if you don’t have a manager over your shoulder watching your every move?
It’s true that when employees have a greater sense of independence, they also experience a significant sense of trust on the part of their employers and managers. This is one of the huge benefits of working remotely because it has a trickle-down effect on the quality and overall production of people’s work.
Can Work Anywhere with Internet
Whether you are a small business owner or have crafted your work to tailor toward a life of remote labor, this is an opportunity for someone who has dreamed of being a digital nomad. You have the ability to work anywhere in the world as long as you have access to the Internet. If you love to travel, this is a chance to spend time in various places around the globe while continuing to meet your deadlines.
Set Your Own Hours
In some cases with remote businesses, you have the freedom to set your own hours. Content writers, for instance, tend to enjoy more flexibility with regard to when they work because a lot of what they produce is project-based rather than tied to a nine-to-five schedule.
When you’re a business owner, this can be incredibly useful when you outsource tasks to save money. You can find a higher quality of performance by searching for contractors anywhere in the world and it doesn’t limit you to workers who live near to your office.
Saves Everyone Time and Money
In the end, remote work typically saves money for every person and entity involved. Businesses save costs in terms of not having to pay for a physical space, utilities, Internet, and other expenses. This allows you, as the owner, to spend more of your income on providing quality software and benefits for your employees so your operation runs more smoothly and efficiently.
According to FlexJobs, employees or remote business owners may save around $4,000 on average every year for expenses such as car maintenance, transportation, professional clothing in the office, or even money spent dining out for lunch with coworkers. Eventually, the costs add up, which means extra money in your pocket to take that much-needed vacation or save up for a down payment on your first home.
These benefits of working remotely only skim the surface. There are also sustainability factors such as removing cars from the roads and streets, because people don’t have to travel to and from an office; or employees missing fewer workdays since they have the ability and freedom to clock in from home.
Weigh the pros and cons as to whether remote work is right for you as a business owner or online professional. You might be surprised to find that working from home for more than the duration of the pandemic is worthwhile and could have long-lasting benefits.
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