I just returned from my 4th year at the Inman Conference in San Francisco and I have to say that this one had a very different feel from the others… There used to be a vibe that tech is the enemy and an underlying fear that it is going to replaces us. THIS TIME, it seemed like even those most resistant to change have come around and finally understand that tech has to be part of our industry AND that ultimately it can be a great thing.
I’m going to give you a grand overview with listing and tech tips, as well as the pulse of where everyone is currently at, in the real estate industry.
The debate between tech-based and traditional real estate was a central focal point for many of the speakers. For instance, there was a stark contrast in the very exclusionary speech Gary Keller (of Keller Williams) gave in comparison to the very inclusionary one the CEO of Redfin gave.
It seems though, that most everyone who spoke and had a strong opinion said something along the lines of, “It’s all in the value ad.”
It’s about the referral, and there is a movement to individualize. There will still be an awful lot of vanilla out there, as it’s the nature of the business, but there was definitely the presence of a shift.
“It’s all about attraction, not promotion.” I think that is key. It’s not about stats, it’s about you and who you are that will make people want to work with you.
Here are some killer Highlights and Tips that I took away from the conference:
- A big struggle we all face as realtors is to continually get our clients to keep the house clean for open houses… An absolutely brilliant way to avoid this problem? Provide a complimentary cleaning service the day before an open house!
- Young family, 3 kids, house needs a lot of work? Provide complimentary childcare service for the day to get ready. Also brilliant.
- More standard tips - go out to dinner after an open house or provide a day at the spa, etc.
- Captioned videos get opened 80% more than videos without them. They are a pain to do (I know) unless you send your finished footage to REV.COM. It’s a fantastic service that transcribes captions to your videos for you.
- BELIEVE.TV - $20.00 a month and you will have the ability to get much more produced and polished videos for Facebook.
- BUZZSUMO.COM – Allows you to compare and contrast how your social media posts are doing against other peoples posts.
- PLAYBUZZ.COM – Allows you to create really interesting graphics, animations and informational videos that look really clean and professional.
- HOTJAR.COM – Allows you to have a heat map on your website. Meaning, it shows you where people are clicking and hanging out on your website. This is dynamite information.
- STOREO.COM - An app that allows you to film vertically and will automatically chop your video into 15-second videos for your stories on IG.
- FACEBOOK BOTS- CHATFUEL, MANYCHATS. Look these up! A lot of talk about these and the importance of bots in general.
The Big Take Away:
Something I’ve been saying for a while now - What people want more than anything is what? YOU. So don't hide behind a bunch of tech, but rather use it to showcase YOU.
I think tech has reached a point where there is so much of it, it can almost make us invisible… and we must be held accountable to our clients at all times, so we have to fight against that risk of being invisible...
People like to see your face and hear your voice, so do just that with your social media and the amazing tech available to us right now. If you do that you will stand out of the sea of vanilla and increase your business.
Tech is here to stay in our industry, and the platforms are not going away, so embrace it!
Thanks for watching and being part of the rebellion