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Redefining Real Estate E-Marketing Standards

Marketing strategies in the past

Marketing strategies for real estate agents were always the same: print tons of fliers, put out more newspaper ads – a typical numbers game. The more phone calls, fliers and newspaper ads you’re doing, the more chances you have to pick up new clientele. However, in our 21st century, full of new technologies, these strategies are likely to fade away. These tools are becoming obsolete for reaching a bigger and broader audience of seller and buyers.

Based on the latest market analysis by the National Association of Realtors (N.A.R.), 80% of buyers used the Internet to help find a home. Amazingly, only 15 years ago that wasn’t possible. Information on properties wasn’t available to the public, since all listed properties were stored in printed multi-listing system books. Buyers didn’t have any choice, but to get help from licensed agents. Back in those days, looking for properties took a lot of energy and required more than a regular “real estate” license. Agents had to remember various codes that Multi Listings Service (MLS) companies were using. For example, agents needed to memorize that property type CONDO1 represents a condominium with 1 bedroom. In addition, agents were required to page through heavy hard cover MLS books. Both of the previously mentioned skills were often described as “dealer maker” qualities. Sellers and buyers were blind to these books and only agents had the power of knowledge. This all happened of course, before the WWW era.

Marketing strategies nowadays

Nowadays, the same information is found on thousands of real estate web sites. Customers are given the power of knowledge. According to the California Association of Realtors (C.A.R.), nearly half of the REALTORS® said that their business originates from Internet. In our “Google this” age, more consumers are spending their time online to do their own due-diligence prior to looking for a real estate professional. Real estate market customers ask for more information that is publicly available from anywhere and at any time. Homes for sale in Calgary

Introduction of public Internet access greatly contributed to this change. Internet users started to ask for everything with the “click of a button”. This eventually pushed local MLS companies to change their rules regarding sharing listing data. With MLS changing their rules, real estate professionals were given the opportunity to own their own listings portal – their own web site. In the beginning, the only adapters of the new technology were big brokerage firms. As the years went by, technological advancements and high demand reduced the cost of ownership. From this very moment, having a web site became a standard for every real estate agent. Furthermore, having a Web site became as much of a necessity as having a cell phone.

 

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