Luxury real estate marketing professionals are faced with the double-edged sword: the dilemma of finding the balance between high tech and high touch. In the long run, it is high touch that will win out. Here is how high tech is currently winning the luxury real estate game and what you can do about it.
Recently we have noticed when searching for a particular property by address, that companies such as Zillow and Trulia are outranking the agents who have the listing.
We have also noticed right behind Zillow and Trulia are the company brands, then the agents who are promoted by Zillow and Trulia. The probability is that the listing agent ranks # 4 or #5 in the natural search order. When searching using keywords for an area, similar results are likely to be found. Zillow, Trulia and the company brands have more pages indexed by Google than an individual agent or small firm could possibly accumulate. This accounts for their priority ranking.
How can a luxury real estate marketing professional compete in this high tech environment? Shift your emphasis from high tech to high touch!
Have a great online presence. Make sure you web site is up to date and shows off your listings. Write a blog with a follow worthy point of view. Make it so interesting, that people want to subscribe to it, because they know you have the inside scoop, and shows off your expertise.
Develop a high touch system. This is something that high tech cannot do. Although we are all digitally dazzled and connected, realize that the big fundamental secret of caring for your sellers/buyers cannot be transmitted digitally.
One of our clients is a mortgage broker team. They attribute their success as the #1 team in their marketplace to their high touches system. Their referral numbers are through the roof.
Maintain high visibility in your community. Our clients have adopted the local elementary schools in honor of their wives who are teachers. They are always willing to lend a hand by either funding a project or coaching the little league and soccer. The possibilities for community involvement are endless.
In the bigger picture, high touch will always beat out high tech. Apple is a high tech company who understood the importance of high touch by caring for their customers unlike any other tech company. They have just displaced Coca Cola as the #1 highest valued brand in the world.
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