By Gary Rogers, MAR Past President and 2011 Chair of NAR Member Information Services
Houselogic.com, RPR, and NAR Research Reports Can Help
We all have seen how sellers and buyers are being very cautious in choosing a REALTOR® so it’s important to convince them of our expertise.Over the years, I have incorporated more and more information that is provided by my local, state, and national Associations to do this.
With the advent of websites and social media, the importance of good content has become more important than ever before and hiring a company to provide content can be expensive.
Houselogic.com is the answer. An NAR benefit, it provides consumer-focused content that is usable in websites, emails and social media. I personally like the ability to select ‘campaigns’ that are focused on topics I can choose.
With a click of a few buttons, they feed onto my social media platforms automatically.
The Supporting Home Ownership Series is going to become even more important as NAR moves to a Public Advocacy Campaign in 2012. Aligning your content with national advertising will provide a consistent image with your own brand. Even better, the series is easy to feed into my websites and pages. I can then click a few buttons and send an email version out to my database.
Every Sunday, I enter open house visitors in my database as well as my email list for these campaigns. Because I can customize the content towards home buying, I am getting a good response from potential buyers.
When discussing market conditions with sellers, I include a sheet with either monthly or quarterly statistics from my local and state association, showing trends. If the trend is down, it may convince a seller to price aggressively and get ahead of the downturn. In discussing home values, one of the most powerful tools I use is the free MAR Home Buyer and Seller Profile Report, found on marealtor.com under Research. I use portions of this in every marketing plan to show that I understand what buyers are looking for in their next home. By comparing that information to the seller’s home, many times they change their expectations on pricing.
Sometimes the competition highlights their great relocation network. In response, I simply refer to the NAR Relocation Report and show that the vast majority of buyers are coming from the next county over. Showing the actual report shows that you do your homework. “Mr. and Mrs. Seller, how much time and effort do you think I should focus on those outof-state buyers at the expense of not focusing on the most likely prospects? How important then is a relocation network?”
Using professionally written content, research reports and local and statewide statistics is an important way to show your expertise and it gives you the credibility you need to gain their trust. Using the tools provided to you as member benefits will go a long way to do this. So, become familiar with them and make them a part of your presentations!