The Opportunity and Challenge of Leveraging Agent-Assisting Automation

Written by Posted On Monday, 04 February 2019 16:45

There’s no denying that we live in an era replete with digital connectivity. We use our smartphones to order groceries, consume media, connect with old friends and apply for jobs. In the same vein, technology has infiltrated into almost every industry, making day-to-day tasks simpler and quicker than ever before.


In many ways, this innovation is ideal. Who wouldn’t want to complete the same chore in a fraction of the time thanks to the assistance of a bot or machine learning technology? Major leaps are being taken in the fields of research and development simply because professionals have access to the sharpest tools created. Yet, there are some instance in which a reliance on automation and associated tech can actually hinder our own abilities to think critically and perform successfully. Perhaps, as a real estate agent, you’ve felt that familiar challenge.


Though it may be difficult to believe, the real estate industry has been around far longer than the smartphone. Even before drones made aerial property views available or smart home technology became an on-trend selling point, people were still buying and selling homes. They just did it the old-fashioned way.


Today, we are breaking down a few ways in which forward-thinking agents can put a little distance between themselves and the technical resources they rely on to get the job done. While it’s unwise to eschew these resources altogether, it’s always helpful to get back to basics. Ready to learn more? Let’s get into it.


The Value of In-Person Communication

Sure, you can hop on your phone and leave a voicemail. You can email or text a client with important updates. You can send a social media message to a partner. All of these tasks have become routine parts of our days as agents. But, are they the most effective ways to communicate?


The answer is “not quite.” Why? Real connections are forged when timely collaboration exists. Even if the person on the other end of the line is sitting and waiting for your text, there is still a delay as it travels to him or her. On the other hand, when you’re sitting across from someone, you have the added benefit of facial movements, physical cues and an immediate opportunity for dialogue.


As a result, you’re better equipped to have meaningful and progressive conversations that help you connect with the clients you serve. In turn, you’re able to handle their demands and deliver on their expectations.


For brokers, this is also a meaningful way to grow your real estate company and add to your team. Arrange in-person interviews and be as present as possible rather than relying on electronic tools to take care of the grunt work for you. This way, you’ll establish from the onset that yours is a team defined by open communication. For more ways to grow your team and recruit the right personnel, check out this resource.


Personalized Listing Presentations

Of course, there are myriad ways to naturally incorporate technology into your client interactions to achieve the best of both worlds. One idea is to incorporate video into your traditional photo albums. While static images are great, it can be helpful to walk-through a property with a high-quality camera and capture the room-by-room flow via video.


As you record, speak into the camera to detail what interested buyers can expect to see. Point out important details and any features that make the home stand out. Next, post it to your agent social media page and share it with your followers. You can even utilize geotargeting technology to focus the post on those audiences most likely to respond and react to it based on their geographical location.


This is an especially helpful way to showcase a tract property that look similar to its neighbors from the outside, such as a condo unit. By adding video and a personalized touch, you can make it stand out from the pack.


Research More Opportunities to Connect

Today’s clients and consumers crave personalized and highly targeted outreach campaigns. This means that trying to catch their eye with a stack of flyers near a “For Sale” sign isn’t nearly as effective of a strategy as it was only a few years ago. Today’s most in-demand agents are looking for ways to hyperfocus their efforts to specifically the people who are actively seeking their services. Not only does this save you money in the long run, but it helps to ensure that every hour spent on advertising isn’t going to waste.


Utilize industry software to analyze your current market and gauge real-time interest. Find people who are looking for properties within a certain zip code and branch out from there, as they’re most likely to use this location-based factor as a criteria, especially when looking for properties online.


Armed with this knowledge, you can create listings that speak to the nearby amenities and extras that locals can expect from a property. To do so, you’ll need to make a visit to the neighborhood itself, so you’re well-versed on its selling points.


Getting Up Close and Personal With Agent Marketing

Learning how to best leverage technology to deliver a dynamic client experience is an impetus for every agent who wants to succeed and stay relevant in an increasingly-competitive market. To do so, it’s critical to keep a customer-focused perspective while still learning as much as possible about new trends and innovations that make our job easier.


This year, seek to do a deep-dive into client communication, stepping away from the screen every now and then to perform in-person check-ins with your current and prospective buyers and sellers. Show your face and show you care, and you’ll be met with the long-term loyalty you need to grow a sustainable business.

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