Three of North Florida’s real estate leaders took the stage last month at the Sales and Marketing Council meeting to discuss various topics.
The three:
• Linda Sherrer, president and CEO, Prudential Network Realty.
• Ed Foreman, president, Watson Realty.
• Pete Dalton, president, Coldwell Banker Vanguard Realty.
They responded to questions posed by moderator Jim Doyle of Red Dot Marketing and here are some of their comments:
Ethics
Sherrer: “We have to ask, ‘What do we expect from each other?’”
Foreman: “We need more work in partnering to get win-win situations.”
Dalton: “Too often we stay on our side of the fence and the builders stay on their side. We need to connect.”
Technology
Sherrer: “We need to reach the customer. Our company uses the modern technology in three ways: mobile texting, QR Code and YouTube.”
Dalton: “There is a constant progression. (Now) we are going to video. The ability to show a home and its community is so important.”
Foreman: “If (agents) don’t embrace technology, they’ll work their way out of this business.”
Incentives
Foreman: “The last five years have made us aware of bargains. But you have to be careful. You don’t want incentives so huge that the buyer feels damaged.”
Sherrer: “The best incentive you can give: build a great home with a great price in a great location.”
Dalton: “People look at us as merchandisers. What works for one, works for all.”
Internal communications
Sherrer: “Flyers end up the either the trash of the trunk of a car. We put information on the website that can be digitally downloaded.”
Foreman: “Use things that can be downloaded, whether it be to a personal website, iPad or iPhone. Downloading a presentation to an iPad really wows someone. Make it straightforward: we don’t want clutter in our lives anymore.”
Dalton: “The world really doesn’t pay much attention to the old ways. You really need to have information in a form that the people want, and when they want it.”
Foreclosures
Sherrer: “They really aren’t a problem. Short sales are the challenge today.”
Foreman: “We must embrace whatever the market gives us. We have to adjust to create opportunities.”
– by Fred Seely