REALTOR® success can hinge on asking clients how they seek information

Nobu Hata

REALTORS® need to put a premium on finding out how prospective clients are getting information about the real estate market.

Nobu Hata, director of digital engagement for the National Association of REALTORS®, told those attending a session that it’s time to accept that consumer habits have changed.

“Let go of legacy,” Hata said. “We are an industry stuck in the past.”

He urged REALTORS® to ask every client to tell them in detail how they are searching for property and what sites they visit.

Among the take-aways:

  • You are already practicing in tomorrow’s market. The technology is deeply rooted, powerful and cheap.The Web is social, and social requires work.

  • The technology revolution is no longer an age thing. All ages are using technology, particularly when it comes to real estate search.

  • Take what you have that is people-oriented and collaborative. “Do things that people don’t know was important.” Don’t treat people like leads, treat them like people.

  • We work in an information-hungry world. Use google.com/trends to see where you need to be marketing.

  • “If you are spending all your time on facebook, you’re not spending enough time on your business,” Hata said.

  • Perceptions are a big deal. Ask how you can differentiate yourself. Read NAR’s research on how people search as a way to start. The report is here.

People are getting more specific on what they are searching for. Instead of typing in “houses for sale,” they are typing in two-bedroom condos for sale.”

“Getting specific is going to be huge going forward,” Hata said.

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About Jon Broadbooks

Jon Broadbooks is Director of Communications for the Illinois Association of REALTORS®. He supervises and carries out the implementation of the communications programs for the Association. He directs and supervises the Communications staff. He is responsible for coordinating and implementing the public relations and media relations efforts for the Association and acts as spokesperson and liaison to the statewide news media. He serves as editor of online and print content for IAR communications including the Illinois REALTOR® magazine and e-newsletters. He conducts IAR spokesperson training seminars and oversees the operation of website development for the Association.