Hey Kris, bet you're up toHey Kris, bet you're up to 200 friends by now. (Eat that, teenage offspring with way too much attitude... ;)
The brokerage of the past sets up agents to do it all, soup-to-nuts, like the lone country doctor who used to take his own appointments, make house calls, diagnose, treat and follow up with each individual patient all by himself. Likewise, lone agents are taught to prospect, incubate, schlep, counsel, negotiate, transact, close, repeat and stay on top of every new internet trend out there.
But as you point out, with so many new technologies constantly being introduced, one agent can't possibly stay on top of it all and be good at everything else. That's why teams are taking off.
Some of us are good rainmakers, while others are better working with buyers, sellers or coordinating actual escrows. Like a well-run medical office, smart teams are playing to the strengths of their members through specialization.
Kris, your obvious major talent is writing and connecting with an audience that leads to greater visibility, which leads to more exposure for your blog, which probably leads to an endless supply of potential clients from which to choose. You are a natural rainmaker.
I believe that the brokerage of the future will seek out and hire/partner with folks like you, so that you can focus on talents that can make rain for the entire brokerage. Let's not forget that 81% (or whatever the number of the day is) of folks looking to buy or sell real estate start their research online.
And if you or Jay Thompson, Teresa Boardman, Laurie Manny, Ardell DellaLoggia or whoever has built the persona, the blog, the links, the presence online... then what brokers need to understand is that you've created a valuable online asset to be either be copied (good luck), purchased, or partnered with.
Kris, you're writing for Inman. You're all over the blogosphere. You're on the first page of Google. You have built virtual real estate. And you'll keep that online real estate so long as you keep doing what you're doing, the fallout being a continual stream of business opportunities from which to choose. Traditional brokers don't seem to get that.
The brokerage of the future, however, understands. As part of their strategy, they'll employ or partner with a highly visible corporate blogger whose job is to do what they do best... write about the market, tell the consumer everything they need to know to make an informed decision, and thus make rain for the entire company. Look at Rudy Bachraty, that's what he does for Trulia!
Sure, blogging isn't for everyone. But for those who excel at it, the opportunities are endless. What I've learned is that the more honest, relevant info we put out for the audience with no strings attached, the more business we attract. It's a powerful online tool that brokers need to tap into if they're to survive in the future.
Diane Cohn
Realtor, ABR
Chase International
www.renorealtyblog.com
www.chasenation.com
I absolutely agree with JimI absolutely agree with Jim Cronin, Norm Fisher and Ralph M. Agent blogs need to engage real live people interested in the conversation about local real estate. And I'm talking about internet strangers who disagree with you, challenge you and make you think.
In the past 30 days, our blog has received 375 comments on 18 posts primarily from strangers on the internet. Yes, we sometimes comment back as needed, but other agents almost never do (because frankly they fear my commentators).
As agents we have learned so much from engaging with these anonymous contributors, I can't even tell you. They all bring unique perspectives, expertise and original thought to the conversation, and they have truly helped us to see the market for what it really is. They also keep us honest. If we make a mistake, they will call us on the carpet without hesitation.
Because of the level of transparency that we practice, along with our willingness to listen to and consider opposing viewpoints, our blog has become the number one trusted source online for information about local real estate.
Do these people call us for help buying or selling their properties? Sometimes, but more often they send their friends, family and colleagues to us, their comments add to our SEO arsenal, and their participation adds a huge amount of credibility to our blog.
In essence, we are no longer just a blog, but a real community centered around the topic of local real estate.
Meaningful conversations with real people about real estate are what lead to contacts and closings. Conversing online through a blog is just another way to engage the consumer. The Reno Realty Blog generates real business for our team, and the bonus for everyone who participates is that we all become smarter in the process.
Diane Cohn
Realtor, ABR
Chase International
www.renorealtyblog.com
