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Turning Prospects into Customers…for the Long-run

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By Nick Caruso

As media reports continue to confirm on an almost daily basis, things are on the rise for real estate. With 2013 panning out to be a big year of recovery, agents across the nation are seeing a significant upswing in business as buyers and sellers get off the sidelines and jump back into the game. With this upswing come more leads, clients, appointments … and more need for organization and close management of day-to-day demands. According to Karen Werling of Prudential Chaplin Williams Realty in Fernandina Beach, Fla., the right technology and systems are critical to taking care of business and maximizing the opportunities of the market rebound.

As is the case for many real estate professionals around the country, Werling has witnessed noteworthy growth in her market. “The biggest change in the market is that buyers are ready to purchase,” she explains. “They’re no longer holding off to see what the market is going to do. Inventory is dropping, and prices are going back up, so they’re taking action.”

Five-to-seven years ago, Werling and her team were prepared for the imminent advancement of technology in the real estate arena. Therefore, they focused on Internet leads and marketing. “Five years ago, home prices were spiking. We’ve been in the real estate profession for over 25 years, so we knew it was going to be short lived. We needed to prepare for what was to come. As we expected, the economy took a downturn, but we were ready for it,” she says.

Over the last year, Werling’s market has recovered very quickly, which was also anticipated by her team. “Our inventory is down 30 percent from three years ago and our sales are up 40 percent. This is a result of attractive pricing and rates and the pent-up buyers who are ready to buy,” she says.

With this sudden boost in sales, Werling feels a main driver has been the right attitude. “A market like the one we had just experienced is a normal part of the economy’s cycle,” she says. “As real estate agents nationwide exited the business during the downturn, the true professionals excelled if they were prepared.”

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