Virtual Views - The View From Here : June 2008

Recently, while talking with an acquaintance, I mentioned that I work with Realtors®.  With a snicker, the person interjected, "Realtors!  They are nothing but a bunch of used car salesmen!".  Now, I am not trying to insult Realtors® or used car salesmen, but it made me think how unfortunate it is that the actions of a few can affect so many.

The point I'd like to make is this:

Good, decent Realtors® have to overcome unethical realtors the same way a good virtual assistant has to overcome another unprofessional VA's reputation.  Auto mechanics have to overcome dishonest auto mechanics' reputations.  And, even the good, decent used car salesmen have to overcome an unethical reputation because of a few.

"Licensed Contractors Build Confidence".  What do you think when you see that bumper sticker?  That will all depend upon whether you've had a good experience or a bad one.  Did you contractor over promise and underdeliver?  Or, was the project completed on time and within budget?

I really don't want to offend anyone, but I do want to get across to Realtors® (and the rest of us) that when a prospect comes to them, they are placing a lot of trust in their honesty, integrity and ability.  I know that ethics is a part of passing the realtor's exam.  I also had to pass the ethics portion of my Certified Real Estate Support Specialist exam. But, answering questions correctly on a test only means that a person knows what ethics are.  It doesn't mean they practice them.

As a service provider, I know the importance of giving your highest and best at all times, while at the same time charging a fair and reasonable price for the services rendered.

I know we have all had the misfortune of working with someone who perceives themselves as honest and fair; but at the same time will push the envelope. There is no such thing as being a little bit dishonest or a little bit unethical; you either are or you are not.

The value of our word cannot be replaced. In days past, people were able to do business on a hand-shake because they believed their word was their bond. Today, we have thousands of contracts, pieces of legislation and litigation because a few could not hold to that ethic.

At the end of the day, all we have is our self respect and integrity.  Most of us are able to look in the mirror and feel good about what we see.  We sleep well at night knowing we have done our best.  What is your soul worth? What do others see in you? 

 Our core values and the ethical standards we support will naturally propel us toward success.

    
 

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Pamela Cendejas

Social networking is here to stay and is being touted as the next "Big Thing" for real estate professionals.
 
Facebook and MySpace are the most popular, at least for the moment. Twitter is quite popular for those who like it simple and brief.
 
If you are using social networking on a purely social basis, I would caution you as real estate professionals to be careful what you put out there in cyber-space for all the world to see. You never know when a client is "watching you". You have the right to be human and enjoy all that our world offers, but remember, "discretion is the better part of valor".
 
If you are using social networking as a marketing tool, I will update you, periodically, over the next six months on various techniques for marketing yourself and your website through social networking.  
 
When choosing a social network for marketing purposes, think about your niche marketing and how it fits into the demographics of that audience. Make sure you offer interesting information. People need a reason to connect with you and a reason to keep coming back. When adding widgets to your page, keep it simple. Sometimes when people have too many choices, they make no choice at all.
 
The way real estate is marketed and the way that consumers access real estate information has changed greatly in the past 10 years. The way real estate professionals market themselves will change and evolve as well. Be versatile and willing to adapt.
 
Is social networking the next "Big Thing"? Only time will tell; but in this information age, it is wise to use all the tools at your disposal.
 
Social networking helps you connect; it helps people see you as a professional that is human as well. It can be a great tool in helping you to establish a trust relationship with a complete stranger that someday may be a client or a referral source.
 
Analyze what is working for you and what isn't. Do you enjoy "keeping up" or is it just another task that you would rather not have on your list of things to do? If you do not enjoy social networking, most likely you will not utilize the tool to its best advantage. Sometimes, it is better to not use a particular marketing tool at all, rather than use it haphazardly, which can cause your target audience to perceive you in a negative light.

And, as I always recommend, seek out a knowlegeable, professional Virtual Assistant to help with those projects that you don't have time for or don't really care to do. 

    
 

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Pamela Cendejas

When buyers are ready to buy and sellers are ready to sell, they no longer use the Yellow Pages to find a real estate professional. Instead, they head straight for their computer and begin their search.
 
When the prospective buyer or seller has found your site, are they going to stay there? Even more importantly, are they going to return?
 
You only have a few seconds to grab a prospect's attention.  Your homepage must have original and informative content, it must be user-friendly and it must have good graphic design.
 
Search Engines may not look at graphics, but people do.  If your website is poorly designed, the prospect will most likely leave your site within 10 seconds; but if the website is appealing, they are more likely to add your site to their "Favorites" and return again.
 
Your website must be eye-appealing and attention grabbing. Forget the neon colors. If the design is hard on the eyes, the prospect will click out faster than they clicked in. Most website visitors do not like pop-ups; especially when they request information. So, instead of getting information, you have annoyed the prospect (who closed the pop-up in the first 3 seconds). Avoid immediate voiceovers or music as most people consider this an annoyance as well.
 
Ten years ago, it was all about brochures and business cards to help you stood out from the rest. Today, it is your website that must stand out. Take a look at your competition's presentation. If it is eye-appealing, they are probably doing more internet generated business.
 
Designing a website, choosing graphics, color-schemes, etc., can be time consuming.  I would advise seeking expert advice and assistance. Of course, I think a Virtual Assistant is a perfect choice for this job. Hosting companies will help and advise; but you may end up with a very "canned" look, which is not memorable at all. Whereas a Virtual Assistant will help you design a site that looks great and reflects your personal style. A Virtual Assistant is usually more economical than a website designer as well.
 

    
 

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Pamela Cendejas

Fast Market, Slow Market...
 
No matter the market, there are times when we could use a little help from a friend.
 
Whether you are in a slow market or a fast one, whether you have an in-office assistant or work alone, an area that seems to get pushed to the back burner is the all important area of follow-up.

Agents are so busy handling their many duties, both in the field and in the office,  they often ignore this vital part of their business.
 
Keeping in touch with prospects and past clients on a consistent basis should be a first priority. Many agents use the slogan "Realtor for Life".   However, without regular follow-up you soon become the "Realtor for the Moment".
 
A Virtual Assistant can help you to stay in touch. They can design brochures, newsletters, postcards and/or flyers or use your company stock materials. Once you have chosen the type of contact materials you want distributed as well as a timetable for distribution, your Virtual Assistant will do the rest.
 
With just a little help from your Virtual Assistant, past clients will receive their home anniversary cards on time. They will know that you are still in business and ready to help their friends and families with their real estate needs. Your prospects will interpret your consistent follow-up as dependability and professionalism. You will be seen as a true "Realtor for Life".

    
 

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Pamela Cendejas