From Florida Realtors
Technology has changed the way many agents and brokers conduct businesss and, according to an industry veteran, the changes will keep coming.
Colorado Realtor Bruce Gardner spoke at the recent Florida Realtors Convention & Trade Expo and listed seven trends the Realtors need to know:
1. Zillow, Trulia, Yahoo!, etc.
The big real estate websites attract the most viewers. He recommends that agents create a profile and include geographic info to make it easier for consumers to discover them.
2. Mobile access. By 2015, more people will get their information from a mobile device – iPads, tablets and smartphones – than the number who rely on a computer. But they're not the same type of buyer or seller – they're better. Currently, 68 percent of people who access information on a mobile device want to take action immediately.
"And many of these people call a home's listing agent because they think they'll get a discount," Gardner said.
His advice: Make sure a website also looks good on a mobile device – many don't. A "responsive web design" will automatically change viewing formats depending on whether a client is visiting a website on a computer or mobile devices.
3. The "Google" interview. More people will start to Google a real estate agent's name before calling and they'll read all information that has been posted online. Gardner says that makes a negative review on a single website less important going forward, but an overall positive online reputation vital.
However, Gardner warned, "You can't lie as much in the future if information online contradicts you, such as if a client asks if you're an expert on X community, and you say yes – yet nothing online backs up your statement."
4. Agent ratings. Do you pay attention to other people's product ratings when you shop online? Expect web users to do the same thing with real estate agents. Over time, more information will go online – not less. Independent websites already list the number of transactions an agent has had, closed sales, etc., and compare one agent's track record to all other agents in his or her area.
"Good or bad, it's going to happen whether you like it or not," Gardner said.
His advice: Be aggressive in pushing clients to post good reviews online. Gardner said his favorite time to ask for a review is right after a client signs a contract. As a high point of the transaction, they're more apt to offer a glowing assessment.
5. Augmented reality. Real time information will be superimposed on surroundings. Gardner says the ZipRealty app for mobile devices already does this. A user can drive down a street and scan homes with his smartphone camera. As he drives by, the app superimposes information about each house on the screen.
"(As agents), we need to convince consumers that they need (Realtors) to understand the data," says Gardner. "Also, prepare to work with consumers who know more about a listing than you do."
6. The tablet. Gardner's advice: "Buy one and find the apps that help your business."
Consumers expect tablets but Gardner says there's another important reason to make the upgrade: It offers some legal protection. "Keep presentations on your iPad," he said. "If a lawsuit claims you didn't say something, show your standard presentation."
7. Video. Consumers like video. Offering videos may become standard practice for almost all real estate agents, with a single video introducing a Realtor and his or her services to website visitors.
"The consumer wants to meet you before they meet you – you need video," Gardner said. Two rules upfront if you're starting to create video, he told attendees: "One, you really do look like that; and two, you really do sound like that. Get over it."
Gardner holds the Graduate of the Realtor Institute designation, is a Certified Residential Specialist and an Accredited Buyer's Representative. He is a member of the Re/Max Hall of Fame, and was chosen as the 2008 Realtor of the Year for the Aurora Association of Realtors in Colorado.