Times are a’ changing and the use of real estate data may be more important than ever.
Why? Take a look at what is happening in several boroughs in New York State.
The residents there have become fed up with super-aggressive real estate solicitors.
Apparently, home prices in that area have skyrocketed. Disreputable agents are climbing over each with overzealous marketing campaigns to try to find more sellers.
People talk about having agents walk in their offices and drop five or six brochures on their desk every day. Mailboxes are stuffed. People are approached on their front porches. Daily.
Residents there have had enough. They actually contacted state legislators who created a “cease and desist” zone where residents can sign up for a “Do not contact” list. Real estate solicitors are not allowed to bother them anymore. There could be severe penalties. It’s gotten that bad.
Don’t think this practice doesn’t just take place in New York. Probably happens all over the country. Especially in markets that are overheated.
What’s the result? People get turned off by real estate professionals, which ends up throwing the reputable ones in the same basket. The trusted agents who will greatly assist a consumer when they do decide to sell.
This could be a future trend. Certainly one that agents need to be concerned about and to monitor in the event there are grumblings in their marketplace.
Real estate data is a powerful magnet
There’s a lesson here.
It starts with the old adage, “You can attract more flies with honey than vinegar.”
Naturally, we’re not saying home buyers and sellers are insects. They are people. Who deserve not to have their privacy violated.
What we are saying is that you will attract more customers by offering the right product to help them, rather than harass them.
One of those products is hyperlocal real estate data.
After all, what is the role of a real estate agent? One of their main responsibilities is to be an “information resource.”
An agent can approach consumers in one of two ways. They can constantly bug them about why they should be selling their home or buying one (and giving the agent a big fat commission check).
Or, they can act in a consultancy position. Provide consumers with a big helping hand to lead them through one of the most complex, expensive and nerve-wracking decisions they will make in their lives.
Providing local, relevant real estate data is one way to be THE RESOURCE for consumers.
Add real estate data on your web site showing recent home sales, charts with trends in prices, school information such as rankings and student/teacher ratios, demographics, crimes statistics, cost of living indices, municipal boundaries, tax districts, and more.
That’s the “honey” that will attract buyers and sellers.
You can promote that honey in a number of ways.
On social media, share recent developments in the local marketplace. Perhaps sales reached an all-time high last quarter. Post a link that goes back to your website showing a chart with housing trends.
Send out a direct mail piece (not every day) with local real estate data stats (and the web address to find out more information).
Make it known you and your website are the place for buyers and sellers to turn to when they are ready to act.
Many people interviewed in those New York boroughs acknowledged that most real estate agents are not annoying. But those few nasty real estate agents in New York still don’t get it.
People don’t want to be “sold.” They want to buy. And they want to talk to professionals with in-depth local knowledge who will help them make a decision, not trick them into selling or buying.
Let your valuable hyper-local real estate data create an atmosphere where customers want to reach out to you, not run away from you.