How to Foster Better Communication with Agents – Part VI

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RISMEDIA, August 2, 2008-For the past five weeks, we’ve brought you up close and personal with leading industry professionals, to brainstorm the many ways to keep in touch as a company. Whether it’s frequent face-to-face meetings, e-mail, text messaging, and the broad spectrum of other options and methods, this week, we conclude this Viewpoints series with Eric Cosway, chief marketing officer for QuantumDigital. Here, Cosway emphasizes that as agents become more busy keeping in contact with their buyers and sellers, there are three proven ways to increase communication through new technologies.

Eric Cosway
Chief Marketing Officer
QuantumDigital
www.quantumdigital.com

QuantumDigital recently surveyed over 300 real estate professionals to help identify what brokers can do to facilitate better communication with their agents. The survey results highlighted three key requests for improving the broker/agent dialogue.

Communication through new technologies was a common thread among agents we surveyed. Open, two-way communication via a platform accessible to the agent independent of physically being in the office is becoming more of a need in today’s marketplace. Agents are on the road or working out in the field and may not have access to a traditional computer or time to frequently visit office headquarters.

Staying connected through e-mail, blogs, group text messaging, roundtable forums via the Web and online resource centers were top-of-mind needs for agents. Robin, an agent out of a RE/MAX Premier office in Connecticut, states this common request in her survey answer: “Be tech-savvy. Use multiple media venues to communicate and inform agents of local and national trends/market conditions.”

Additionally, offering those resources to agents through different methods-for example, viewable on a smartphone-is gaining popularity. “Get more up to date with technology,” suggests April, an agent out of the GSH Real Estate firm in Virginia.

Like April, many real estate professionals are looking to new technologies to give them a competitive advantage in the field.

According to NAR’s 2007 REALTOR® Technology Survey, nearly 60%, close to 80,000 real estate professionals of the NAR membership, either have or plan on getting a smartphone for business. Therefore, the ability to access and review content on different platforms and through alternative venues is a concept brokers need to consider.

Another reoccurring theme prevalent in the survey results was the need for more training and education. Agents, spanning across different levels of experience, want relevant and up-to-date information that will help them make an impact in their local markets. From guidance on effective advertising and marketing practices to discussions about laws and regulations affecting the real estate industry, agents are looking to their brokers and peers for knowledge.

“Agents need guidance or the confidence from a seasoned player to attempt to find what best works for their particular market and approach. It helps when recommendations are made to the agents,” says Richard of Kirnan Real Estate, based out of the New York region.

Areas where some agents need more education and training include “blogging techniques, technology, and how to brand yourself,” as offered by Steve and Jan of Carpenter Realtors.

A point made by a Keller Williams associate, Lisa, is that busy brokers not able to devote a lot of time to providing training themselves, do have the ability to help encourage and facilitate continuing education among peers within the office. Lisa notes, “Many of the agents, as we support one another, teach classes and share information. It would be an impossible task for one broker to provide an office full of agents with all the tools and information they needed to compete in today’s marketplace.”

Lastly, agents need brokers to be honest about market performance and trends. Although positive reassurance and encouragement is welcome, the real estate professionals that participated in this survey want the cold, hard facts regarding the industry.

The fundamental takeaway from this survey is that open and effective communication is critical in the real estate industry. Brokers are called upon to develop and nurture honest dialog that empowers their agents with knowledge and the tools they need to triumph over challenges in today’s marketplace.

For more information, visit www.QuantumDigital.com.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

Read the entire July Viewpoints Series:

•  To read part V, featuring Mark Willis, CEO of Keller Williams Realty, Inc., click here. 
• To read part IV, featuring Gary Lombardo, senior vice president, Sales and Marketing at HSA Home Warranty, click here. 
• To read part III, featuring Bill Lublin, CEO of Century 21 Advantage Gold, click here. 
• To read Part II, featuring Lyndon Burrell, senior marketing manager, Professional Services Vertical Markets for Research In Motion (RIM), click here.
• To read Part I, featuring P.J. Martin-Smith, senior vice president of Marketing, ERA Franchise Systems LLC, click here.