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The 2 Ways to Deliver Real Estate Service to the Consumer

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Helping Consumers Grasp Real Estate Part VI

RISMEDIA, May 31, 2008-With the abundance of information readily available for consumers on the Internet, this provides an opportunity for real estate professionals to take a step back and examine the value of the service they provide to their clients. In our concluding Viewpoints article, Helping Consumers Grasp Real Estate, Ken Jenny, president & CEO of TranCen.com, pinpoints the two components to providing marketing and sales service in real estate.

ken_jenny_2006_bw.jpgKen Jenny
President & CEO

One of the greatest strengths of our business is that we are an industry that is fueled by entrepreneurs. For the most part, we are a sales force of independent contractors doing great things to get properties listed, marketed and sold. But all of this independence leads to “1.2 million ways to deliver real estate services.”

This means that each and every sales professional has his or her own way of delivering both service and services to the consumer. This also presents a huge challenge to consumers who are trying to compare similar levels of service with similar levels of service delivery.

Imagine if the airlines or the U.S. Postal Service did business this way-flights with occasional full crews and services, and mail that arrived in your mailbox now and then.

The first thing to understand is that there are two components to providing marketing and sales service in real estate:

There is the delivery of quality service-showing up, being available and paying attention; and there is the delivery of real estate services-the programs, advertising, and marketing services one applies to their brokerage practice.

Ironically and contrary to current politics and the government’s intervention in the brokerage business, I believe that a minimum standard of the delivery of real estate services would be a tremendous benefit to the consumer who is uneducated about the process and what it takes at a minimum to get the job done.

It is the broker’s business, and therefore, the brokers need to drive this change into real estate practice-not the sales professionals.

To read the entire series, click here.

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