In the Techno Era, Make Sure Relationships Come First

By Brian Buffini

RISMEDIA, April 12, 2007-Last year, I attended the 2006 National Association of Realtors Convention in New Orleans. As I walked around the trade show floor, I was amazed by all the lead-generation display booths I passed. So many of them touted some new technology that promised an instant cure to your lead-generation headaches!

It's easy to see how someone attending a convention could get distracted by all the "sure-fire" solutions blasted at them. We live in a fast-paced world where overnight success stories come at us from all sides. The problem with overnight success stories is that they tend to take a lot longer than one night! Every successful person I have studied or met credits hard work, systemization and the help of others as the tools that helped them achieve.

Real estate is no different. The surest way for you to win is by connecting with your clients in a meaningful way and exceeding their expectations in a professional manner. Sure, having a personal Web site is a great tool to help your clients access information…it's just not the first thing I would be concerned with. I would be face-to-face with clients rather than online updating the Wikipedia page.

During the boom times, you may have gotten used to leads pouring in from advertisements and open houses, but today we have to work for those leads. It's a "professional's" market-one that rewards hard work and commitment. This is no time for sloppy practices, or passively waiting for business to materialize. Sales is a contact sport, so get out and make contact.

There is a piece of technology I am very fond of. It's the most powerful tool you can use to generate business and it's called the telephone. Get on it, get out and connect with your clients, and watch your business accelerate.

Yes, technology will continue to be an increased part of our daily lives, but I believe that as the demands on our time rise, relationships with clients will be more important than ever. The salesperson who intentionally builds relationships with clients is the salesperson who will ultimately thrive regardless of market conditions.

Consider these statistics: NAR has concluded that just 4% of leads come from ads and Web sites. The reality is, leads come from people you already have a relationship with, not through the screen on your desk.

As tempting as it may be to reach for every tech gadget that appears to offer time management, lead generation or a balanced life, take a second to examine where your successes have come from in the past. Working by referral is the best way to care for people, let them know you hear their concerns and create a trust that cannot be built through technology.

Caring for your clients makes so much sense when you consider that 85% of leads come from repeat business and referrals. Since only 4% of leads come from the Web, it is not the place you should be fishing. Go where the fish are! Take care of the clients you already have, exceed their expectations and remember to ask them for referrals.

The reality is we have everything we need to succeed. A growing database of relationships is the key to building a great business but many of us just don't want to engage in the work at hand. It means we have to get out there and get in touch with our best clients.

While the Web offers home buyers and sellers a wealth of information, people still look for the peace of mind that comes from dealing directly with a Realtor. How many people do you know have gone online to buy a home and clicked "Add to Shopping Cart?" A large percentage of buyers do use the Internet to gather information on buying a home, but in the end, very few actually use it to find an agent. And most of those who use the Internet end up using an agent-but not the one they found online.

So how do most people find their agent? By referral. If you focus on offering continual care to those you've served in the past, they will, indeed, use you again, and, if educated on how, refer you to others.

Bottom line: Real estate is a people business, and if you're stuck behind a computer you're going to miss out. Buyers and sellers want a relationship with their agent that's based on character and competence. They want to trust that the person they're working with is looking out for their best interests. And the only way to build this trust is through a strong relationship built consistently over time.

This is how you guarantee you will be the agent of choice for both those in your database and their referrals. It takes a personal touch…not a digital touch. RE

Brian Buffini is the founder and chairman of Buffini & Company. For more information, visit www.buffiniandcompany.com.

Brian Buffini's Coaching guide is a monthly resource for achieving and maintaining success in business . . . and beyond.

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