Business Building by Margaret Kelly
Adjusting to today’s challenging real estate climate means you’re working harder, you’re more knowledgeable and, in many cases, you’re the beacon that lost consumers are desperately searching for-even if they don’t realize it.
You should be focusing on educating the general public about taking advantage of lower home prices and interest rates and new options for homeowners who must move. Furthermore, you should be letting them know that working with a Realtor is the best and most efficient way to meet their goals. Consumers need to know about the indispensible role you play in changing the fate of sellers, clearing buyer hurdles and moving real estate inventory to help turn the market around.
As a trained expert, you must be prepared to provide answers to potential customers. They likely will have reservations, regardless of what side of the transaction they’re on. When a buyer says, “I’m going to wait and see if prices come down more,” how will you respond? How about when a seller wonders, “How do I get out of a home I’m upside down on?” Straightforward, genuine responses will reveal who you are as a professional.
Start communicating your “Realtor value” message and your message about current market opportunities in your promotional materials and informational packets. The National Association of Realtors’ Public Awareness Campaign includes a full slate of timely resources, such as brochures, reports, articles and more that you can use right now to arm yourself and your customers for today’s market realities.
If you believe in your value and influence in the marketplace, your customers will too.
Margaret Kelly, CRB, is chief executive officer of RE/MAX International, Inc.
For more information, visit www.remax.com.
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