2011 - Tooting Your Own Horn - Is That What Consumers Really Want? The real estate industry seems to be inundated with real estate agents and brokerages tooting their own horn. Who's the biggest, who's number one, who's honest, who's reputable... yada yada yada. Is that what consumers really want to know? Do we have anything more to offer them than our own accolades?
I've been practicing real estate for 12 years, and a lot of things have changed in that short amount of time. I moved to a new town, in a different state, and started a brand new career, not knowing a single soul except my Realtor who sold us our home. When I started, very few agents had cell phones, websites, or even email for that matter. When my broker asked me how I was going to find new clients, I said I was going to get a website and get new clients online. Her reply was... Internet sales only represent .00001 percent of all real estate sales. Wow... really? I had to laugh at that one, because it was the Internet that helped me find the little town of Grants Pass, Oregon and the Realtor who helped me relocate from Los Angeles. That was 1999.
Since then, much has changed in our industry in terms of technology, but little has changed in terms of our marketing message to the general public. Still dinosauric talk if you ask me. Naturally, consumers expect their agent to be experienced, honest, attentive, etc. Those attributes should be a given. And, if they're a given, why do we need to advertise them? I know I may take a beating here from some of you who say those attributes are not a given and that is why we need to toot our own horn. True for some, perhaps, but shouldn't our focus be less about the obvious and more about what engages our clients?
Perhaps I'll write another post about 'How To Toot Your Own Horn Without Blowing It.' Less about us and more about them. Just saying... it's time for a change! Your thoughts are welcome here =)
