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.
The task of the day is going to require you to really work outside your comfort zone, but as they say…No guts, no glory. Not everyone is going to immediately take a shining to this task because putting yourself in front of the camera is often uncomfortable especially if you’ve never done it before. Today, the mechanics of making a video could not be more simple. If you have a smart phone, you can make a video. What you say, how you say it and how you “perform” is another story so you have to be prepared to try different things. If you’ve been reading my blog for a while then you know I have mastered (more or less) the art of videotaping myself at the tail end of my runs. While I’m usually all sweaty and out of breath, I think I pull it off because I go over the script in my head for my entire run so when its time to roll camera I’m as prepared as I need to be. Check out this video I did on behalf of my office. Its a little bit more produced and in an office setting.
The point is that video offers a unique differentiator. Have a look around at other realtor websites and see who has video bios anywhere on their site. It is rare. Videos serve one single purpose….they give members of the public the opportunity to meet you BEFORE they meet you.
A perfect video should be about one minute long and contain three key ingredients. Tell them who you are, what you do and how you do it. If that’s too involved or complicated then how about just telling people who you are and why you love selling real estate. It can be as simple as that. It might take you a few tries to get it right but trying is the operative word here.
Once you learn to relax in front of the camera you can expand your repertoire. Try setting up a tripod and tape yourself talking about neighbourhood events or film local attractions. Here’s one I did last year at the Sam Smith Ice Trail in Etobicoke. I used a very simple program called Videolicious to take the video right from my iPhone. You can download it for free at the App Store. Its pretty basic but the quality is decent given that I did it in one take.
Don’t forget to have fun!
mark mclean is the Broker/Manager at the Bosley Real Estate Queen St W office and President-Elect for the Toronto Real Estate Board. The opinions expressed here do not reflect the opinions of TREB or Bosley RE.