Taking Your Technology Back to Basics
Internet Strategies by Saul Klein
RISMEDIA
Most Realtors have access to cost-effective technology that they can
use to build their business. Often, however, the technology is applied
ineffectively, and outside of the context of a plan. Take websites, for
example, which, for the most part, are “billboards on the middle of
nowhere” and a waste of money for most agents today. Agents often
complain that not enough business comes from their website. They “hope”
for the magic SEO (search engine optimization) formula, and many agents
resort to expensive website design and SEO services.
The reality is, the problem lies not in the technology, but in the
lack of an effective, comprehensive marketing plan. Donald Trump once
stated that if you cannot pinpoint your target market, your business
will fail.
Michael Bondi, ABR, ePRO, (www.lvrealty4sale.com) is part of the
Executive Realty Services team in Las Vegas. Less than two years ago,
his business started to slow down and in Bondi’s words, many agents
resorted to working in casinos or restaurants to earn a living.
For Bondi, it was time to take the Internet more seriously. Some 18
months earlier, his broker, Enrique Moreno, had provided him and his
colleagues with Point2 Agent websites. That weekend, Bondi went to work
on his site.
The first order of business was to add all of the brokerage’s
listings to the site and syndicate/publish them on as many third-party
consumer search sites as possible. He also began to HandshakeTM
with peers in his marketplace, accelerating exposure for his listings.
While he was happy with his template site, Bondi dug deeper. He used
some basic html to customize his site, and also launched a Point2 blog
and started to write about topics of interest to prospective buyers and
sellers.
A critical catalyst to Bondi’s success today was his decision to
differentiate himself from his competitors. As Seth Godin says, “Be
different or charge less.”
Bondi’s interest in helping residents to avoid foreclosures turned
into his passion. He began to focus on that segment of the market.
Before long, he became, along with his partner, Joannie Williams
(without whom he tells us he is unable to handle all the business he
receives today), an expert in handling this type of situational sale.
Use the tools available to you and market to your target audience.
The Internet-effectively utilized-can resuscitate your career.
Saul Klein is CEO of Point2 Technologies Inc.