It was a true battle of the sexes at the ERA 2013 International Business Conference when Technology Divas Marki Lemons, inbound marketing leader, and Shannon W. King, real estate road warrior, battled Technique Dudes Hoss Pratt, the listing boss, and ERA Top Gun Instructor, George O’ Balle during the ERA Smackdown, an event to finally settle the question: Which will more effectively drive your business? Technology or Technique (face time)?
Here are 5 questions where technique and technology went head to head – and what each camp had to say:
1. What is the most effective strategy to become a top producer?
Technique Says: Owning the market is about getting the phone to ring through marketing and by building a listing-based business. The fastest way to do that is to reach out to potential clients who are already raising their hands for help. Network within your market at events and gatherings and by all means, pick up the phone for one-on-one talk time and schedule listing appointments.
Technology Says: Consider using free applications such as Google Calendar and Google Voice to help you keep and schedule appointments remotely and to delegate calls to available staff in the office, so that communication remains fluid while you’re meeting with clients. Then, activate 5 social networking sites to help brand yourself and your services.
2. What type of prospecting produces the best results?
Technique Says: Dialing for dollars. According to Pratt and O’Balle, picking up the phone to prospect for listings also helps win buyers. In fact, they mentioned that every listing can potentially produce 2.7 buyer leads. So, travel around your marketplace, get to know it, and then call leads, expired listings, FSBOs, etc. to win listings.
Technology Says: Dominate your neighborhoods online by using online marketing to build a reputation and generate leads. King uses phrases in her online marketing such as “I love <<insert neighborhood>>!” to get attention and to show up in relevant feeds. By showing an allegiance to a seller’s neighborhood, you could make them a fan of your services even before you speak face to face.
3. What is the best way to meet new people and turn them into clients? This is where technique meets technology head on.
Technique Says: Talking to people, engaging them in conversation and discussing your services are great ways to turn acquaintances into business relationships. As Pratt mentioned, you would be surprised how many people love to talk about real estate.
Technology Says: But you don’t want to waste your time with unmotivated buyers and sellers so as Lemons recommended, download the NAR directory to find people in your area that need and want your services.
4. As a new agent, what is the most effective way to market myself to the community?
Technique Says: Tangible programs and systems will show people you can save them time and money. So work with a mentor to develop your unique advantages and make it risk free for prospects to use your efforts. Offer guaranteed communication, a certified pre-owned program, etc. People want to know what’s in it for them so be sure to educate them on how you can make their life easier via targeted marketing.
Technology Says: Once you have your programs in place, take your brand and expertise online. Create your own identifiable domain and then use it to set up your Twitter, YouTube, Facebook and Flickr accounts. Then make videos of your surrounding neighborhoods, including testimonials from people who occupy them to help sell the locations you wish to serve. You will brand yourself as a savvy professional with local knowledge who can meet the needs of sellers and buyers alike.
5. What is the best way to retain previous clients?
Technique Says: Buying or selling a home is an emotional experience and you establish trust with your clients throughout the process. So, it is important to keep the relationship going face-to-face because if you rely on technology, you lose the intimacy. The best way to do this is to go visit your clients. Check in to see how they are doing and what they have done to make the home their own. They will appreciate that you remembered them and care enough to take time out of your day to see them.
Technology Says: Use technological tools such as sending messages to people when you find out things about their lives via Facebook. For example, if a Facebook post indicates the person is having a tough day, send them an encouraging message, flowers or a $25 online Facebook gift card to Amazon, Starbucks, etc. This is a quick and inexpensive way to have them remember you and to keep the trust flowing. Online, we learn things instantly as they happen so it is a good way to be there when someone needs you most.
So which team won? The audience awarded the Dudes the champs of the battle but while Technique trumped technology in this match.
While both sides can be argued, it is clear that being a proactive, face-to-face service provider is critical to staring, building and maintaining successful, fruitful relationships. However, technological advances can support your cause. When wondering whether to focus on technique or technology, keep this in mind: technology makes you efficient; technique makes you effective. Use them both in a skillful balance, and you’ve just created a growing business.
Which team do you side with?
