Publisher’s Desk – July 2008

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Creating Informed Consumers

One could easily argue that, thanks to the Internet, anyone can find out everything they need to know about absolutely anything. It’s all right there waiting for you on the Web.

But along with the great wealth of knowledge afforded us by the Internet, comes a compelling dilemma. Overload. Sure, the information is freely available for anyone to access but, realistically, who actually has the time or the stamina to sift through the seemingly infinite sites and sources for the topic at hand? Certainly not real estate professionals…nor most of the clients they serve.

What the modern information age has created, however, is a prime opportunity for brokers and agents to take all the great information available regarding real estate and filter it to their clients. Real estate professionals can alleviate the classic symptoms of information overload their home-buying and -selling customers notoriously experience, by acting as the provider of the best, most relevant information available. If the agent does not adopt this role, in fact, they are exposing their clients to the volumes of misinformation about real estate floating around in cyberspace, and worse yet…to competing agents.

I will never understand why so many in our industry view the Internet as a threat-as something that can actually displace their role with consumers. If anything, the Internet increases the consumer’s need to work with a highly qualified agent. As agents, it is your job to inform and educate consumers…with the right information. Don’t leave them to find their own way.

As the only independent media resource in the real estate industry, RISMedia is committed to helping you help consumers. Through our new consumer news efforts, we are able to provide real estate professionals with the quality information their clients need. Our forthcoming programs for brokers and agents will allow you to leave the information gathering to us-after all, information is our business-so that you can fully step into the role of trusted, informed, real estate advisor.

Armed with information provided by RISMedia, you will be able to connect in new ways with consumers…and stand head and shoulders above the competition. After all, in today’s market, it’s not so much who you know anymore, but what you know.

Wishing you continued success,

John E. Featherston
CEO & Publisher