Using Technology to Increase Sales
Sales will continue to improve in and around Denver, the metro area and state of Colorado in 2013. Sales increased 17.5% last year. Inventories are decreasing, prices are rising and generation Xers and Yers are vying for more available options along with first time buyers. REALTORS® will have to be more “proactive” in defining a plan of action to increase sales, says Director of Marketing for the Denver Metro Association of REALTORS® Daren Copeland. REALTORS® will have to connect with a growing audience of buyers, change their strategy and differentiate service to increase sales in this new market.
“Internet, internet, internet” is the way to go according to James Weischelbaum, Managing Broker Owner at RE/MAX 100 in Lakewood, CO. He says “ninety to ninety-five percent” of connections with customers are made through the internet. Copeland feels REALTORS® need to use technology to become more “customer service” oriented. He says REALTORS® can connect a lot of dots in terms of service so customers don’t have to: exterminators, landscapers, banks, trash collectors, pet care, roofers, plumbers, lender- title services, etc. Weichselbaum says REALTORS® will continue to use lists to gain a “prominent spot” with prospective buyers: MLS, RE/MAX’s site, Facebook, Zillow and Trulia. Lead generation from these sources has become the “name of the game.” He says buyers use them to create an online presence with virtual tours and lots of photos that is clearly more effective in selling to current prospects.
In contrast Copeland’s game plan warrants a more personalized approach in strategy. Weischelbaum has been a REALTOR® for over thirty years and most of his clients are referrals: satisfied clients, their family, friends and associates. Both believe in utilizing strategies to increase sales and making the REALTOR®’s role more valuable. Copeland’s Metro Association offers instruction in social media and ways to change focus: create custom listings and provide premium services. They learn to connect to the internet with personalized web content, link to other sites, and achieve higher ratings that connect to more prospects. His REALTORS®’ Excellence Program offers buyers and sellers a voice, valuable feedback in terms of what they liked versus what they didn’t regarding their customer experience. REALTORS® now realize listing technology connects them and a tech savvy marketing plan is only part of the customization that will garner greater sales rewards.