"Leveraging Today's Powerful Tech Tools!"
||Interview with Dave Beson
Dave Beson Seminars
7200 West 78th Street
Minneapolis, MN 55439
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How to Use Technology in Challenging Times
- Technology has gotten easier, but people have acquired more tools; don't put off learning to use the technology you have and make it work for you.
- For example, even older agents understand how to record video at home, but they do not apply the knowledge for a marketing advantage.
- Beson's main message now is on "Pipeline Management" - paying attention to finding new customers and cultivating repeat business; this essential has been eclipsed by too much attention on short sales, foreclosures and other drama.
- Having a good web site and effective outgoing email campaigns are important; automate your contacts and keep in touch with people; synch your mobile phone to the rest of your system.
- Smart phones are actually mini-computers with phone functionality; their price-point (around $300-$400) can put off would-be users; making them user-friendly yet fully capable has been a challenge.
- The iPhone is a significant change in that it requires no manual and makes everyone feel talented; essentially a music/video interface, hundreds of free applications have become available.
- The right, easy-to-use tech tools enhance an agent's talent for connecting with people and relating experience and knowledge; technology helps agents solve tough real estate issues and problems while letting their personality shine through.
- Agents should streamline their web sites to be more customer-centric; include messages about how they serve people and solve problems.
- Short videos from satisfied customers about the agent saving them time and money are powerful endorsements.
- Special reports for people to download about practical topics of interest to buyers and/or sellers attract interest from web visitors; topics might be: How to Save Money When You Buy or Sell, How to Condition Your Home to Sell Faster, Dangers of Buying a Short Sale or Foreclosure.
- Include a prominent button for visitors to click if they want to buy, sell or have a question; use a pop-up box to capture their contact information and alert you on your smart phone so that you can reply immediately.
- Enhance listings on your site with plenty of photos and virtual tours; keep the site fresh with frequent updates of information-good web sites are not static; using video is important.
- Use one of the major RE sites, such as Realtor.com or Homes.com, and add your own twist; integrate the same message in your print and online marketing.
- Too many agents get stuck in the "getting ready" stage without ever launching a plan.
- Focusing on the Pipeline concept, build a simple universe of people (even 20 are enough) and implement a plan of action to contact them-by phone, email, postcards or newsletter.
- Communicate your value-add and request a referral or a real estate question that you can answer for the contact.
- Real estate agents need to be ACTION figures; put to use what you already have!
- The current real estate market is very tough-even in active markets, agents typically need to do three times as many transactions to make the same amount of money as in the golden years; greater organization and follow-up are required, and wise use of technology can help.
- The issue of price needs to be handled gently; present key market statistics to inform potential clients; say "the market indicates" instead of "I think" or "Your home is worth â€¦."
- An archery target makes an effective illustration; the bullseye is a comp property that recently sold; comps that stayed on the market longer or were withdrawn because they were priced too high are the outer rings.
- Focus on what it takes to get the home sold.
- In five years when the market decline (and the real-estate-as-ATM-mentality) is more distant, people are likely to think broadly about how much they enjoy their property, not just about how much it is worth; a little bit of market gain will seem satisfying.
- Real estate is here to stay as a last bastion of free enterprise; agents will continue to have power to improve their own business-opportunity exists for those who are willing to work and to focus.
- Each agent deals with just a piece of the market, but the media and statistics cover generalities; even today, market statistics don't have much impact on one agent who chooses to stand out.
- Beson would like to see the industry recognized for helping ordinary people get through extraordinarily tough times; agents have assisted owners in distress and accepted low commissions.
- Touring in Europe to give seminars has increased the respect Beson has for the real estate system in the United States.
- In many cases, other countries have no MLS and little documentation of ownership; FSBOs and low commissions are common; sellers and buyers suffer from lack of professional cooperation and a lingering banking crisis.
- Real estate varies greatly from country to country; there are places around the world with up-to-date markets, but in others, business is done without an organized MLS, professional cooperation and other advantages we take for granted.
- Xobni is a software application for users of Outlook to get remote access to their contact list.
- The Flip video camera (around $199) allows easy transfer of video to your computer, easy editing and easy email distribution; the camera is great for virtual tours, commercials and testimonials.
- Posting to YouSendIt or DropBox is a handy alternative to email and burning CDs for sharing large files.
- Camtasia from TextSmith.com can record and post full-blown PowerPoint presentations; Snagit is a tool from the same company that will capture online information for your use; both have free trials.