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.
-WATCH VIDEOS-
- JOIN THE LOL COMMUNTIY -
GET FLUENT. GET AFFLUENT!
No comments:
Post a Comment