Lots of folks vehemently resist change. They keep the same hairdo for years despite the trends ... think "The Donald." Others among us think the best reason for doing anything is that it was always done that way. Truth is, no matter how diligently we may try to stem the tide, it will rise.

And so, as a result of the inevitability of change, we see outside forces and new models entering the real estate industry in droves. They've helped to re-shape the face of the business as well as to inspire and energize where both were needed. Among the entrants are companies such as zillow.com and trulia.com.

Taking the time to browse these sites and to "play" for awhile offers one a front-seat view of what the public sees when they visit. While the experience was quite enjoyable and both sites were quite easy to navigate even for a novice, it was challenging not to respond as a Realtor® and start pulling apart what was wrong rather than to focus on how sites such as these (there are others) fill a spot in the process of finding a home.

If one assumes that consumers go to the web to find a home to buy, then these sites become threats to the money we feed, clothe and house our families. However, if we take a more encompassing and accurate view of the power of the Internet in the search process, we come to realize that the consumer goes to the Internet to find properties of interest and then seeks the assistance of a real estate sales professional to zero in on that right home.

That translates to a simple truth. When we do not know and fully understand our "competition," we are highly disadvantaged in being prepared to show our value above and beyond the services or information being provided by this or that competitor.

Let's assume that a consumer visits a site where he/she can see/compare pricing estimates of homes in his/her immediate vicinity (most likely reason a person searches a zillow.com type site.) Regardless of the driving force behind the search: upgrade, downsize, avarice or plain curiosity, if and when the consumer is truly interested in either buying or selling, he/she will be self-motivated to contact an agent to discuss/debate/challenge the information he/she uprooted. That's good news. The agent who is well informed relative to the most current and accurate data will be able to assist the inquirer in a way that a web site never can.

Contrary to what is often inferred from the research, the rise of information, proffered through real estate innovators on the Internet, is not the most disturbing challenge we face relative to the continued longevity of the industry. Rather, the ineffectual agent is the catalyst who adds the all-important component to the mix … fear. When the consumer is unable to differentiate the real article … skilled sales professional, from the clicks and searches of a website, then it is natural for them to fear the use of, or dismiss, the need for the professional in the process. Further, it begs the question, "Why pay for services you don't need or that are redundant?"

Stand up, and take it like a pro. It is up to each and every one of us to know what and who is on the Internet, what they are saying and doing, understand what our unique marketing advantages are relative to what the consumer wants and seeks and be prepared to counter or corroborate what is out there. Nothing is more persuasive or valuable to a ready, willing and able seller or buyer than a knowledgeable, professional Realtor®. We must fear and stamp out apathy, resistance to change, poorly trained agents and resistance to competition! Bring it on!

Published: July 16, 2007

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Marylyn B. Schwartz, CSP, is a noted expert in real estate and corporate sales training, team development, customer care and diversity issues. She is president of TEAMWEAVERS and a trainer for Leader's Choice, the number one real estate sales training program in North America. Marylyn is also an author and Business/Life Coach. Contact her at , or visit her website at teamweavers.com.