There are two sides of our business. There’s the stuff that we do without technology, let’s call that the analog you, and then there is the stuff you do with a computer, that’s the digital you. There is no question that technology is having a significant impact on our business. It seems like every six months or so there is a new launch of the next shiny new toy/gimmick making promises to increase our business.
The truth, I believe, is that technology will help us reach more people and even make our job easier. If you consider yourself a Jetson you can use tech tools to increase your business flow…that is, increase the contacts that pass through your life. But being only a Jetson isn’t going to make you more money. To do that you also need to think like a Flintstone. Understand that before there was Facebook, Twitter, emails, texts and digital signatures there was the simplicity of face to face interaction. Granted today’s fast-paced world makes that personal interaction more difficult, but clients learn so much more about you, as a real life person, than an email signature or Facebook post.
My goal for 2017, and I hope the goal for every realtor, is to ditch my jet pack and adapt the more foot powered car alternative to increase my business. This doesn’t mean giving up on tech tools that help you and I meet and interact with people but we should also ramp up those phone calls, letters, hand written notes and personal interactions. Above all, increase our frequency and speed of those old school interactions. Consumer surveys reveal that our new digital world has created a population that is impatient and compulsive so the key to connecting is a quicker response time combined with increased frequency.
Personal interaction has another benefit. It allows you to ask more personal questions and in order to get truthful answers the clients just need to know you better. I suppose that is why video bios have become so important to our business. Not only is it easier to get information (watching rather than reading) but it gives clients an idea about who you are well before they meet you and divulge their motivations for moving. The reality is that we can’t help our clients until we truly know them.
So be more like a Flintstone this year. And don’t give up. Remember to keep calling and interacting until you get the business or they tell you to stop.
Mark McLean is the Broker/Manager at the Bosley Real Estate Queen St W office, the Immediate Past President the Toronto Real Estate Board and a director at the Ontario Real Estate Association. The opinions expressed here do not reflect the opinions of TREB, OREA or Bosley RE.