Real estate market data is one of three factors that any broker or agent must include in their discussions if they want to influence a buyer or seller.
Don’t just take our word for it. Ask Aristotle or Socrates.
If they were alive today, they would tell you these are the basic elements of persuasion – emotion, logic, and presentation (the speaker themselves).
After all, at the end of the day, that’s the business real estate professionals are engaged in – persuading a buyer this is the right property for them. Or convincing a seller they are the right agent for them.
Back in ancient times, great thinkers such as Socrates recognized the importance of these factors. If you think about, in those days without TV, iPads or Netflix, basically all they had to do was sit around and debate one another.
After hundreds of years of yakking back and forth, those three factors still remain the keys to making a case for any sales pitch. Or frankly any discussion.
Many people tend to focus on emotion. Why not? That’s what’s lights people up.
This property is “fantastic” or your kids will just “love” this neighborhood or this community is part of an “incredible” school district. All hot buttons to pump up a prospect.
Real estate pros obviously know the power of emotion. We’re not going to discuss that here.
However, one problem could be depending on emotion alone. That’s when a salesperson thinks they can just wing it with words and enthusiasm. Not smart.
The second pillar is the speaker themselves.
How do they present themselves?
Are they confident? Well-spoken? Do they enunciate well?
Do they appear honest and sincere?
Are they knowledgeable about the local market?
Do they dress like a professional?
What is their body language like? Does their posture denote authority and integrity?
There are many facets of being an effective presenter.
Speaker presentation is a whole study within itself that we won’t touch here either.
Again, another danger is that just because a salesperson dresses to the nines and has a bright set of choppers, they might fall into the trap of thinking they have all the factors of influence covered.
Real estate market data provides the proof
Because here’s the third critical piece. Facts. Proof. Logic.
That’s the part where we come in.
You can really fire up a prospect with colorful descriptions of a kitchen or all the schools in the neighborhood.
An agent can appear open and reliable with their body language.
But how are they supporting all their claims?
One could argue (get it) that logic, facts, and data are more important now than ever before.
This is the era where consumers can search for just about anything in the world from the smartphone in their pocket.
This is also the era where anybody and their brother can post fake news online.
It’s a time when consumers are more skeptical than ever.
They can recognize the stereotypical salesman in the loud suit. They know many of the headlines and statements floating around out there in the digital and real world are bogus.
In essence, consumers today not only have their own B.S. filters turned on, they have the means to verify facts as well.
So, when it comes to logic, who will be the winners?
People armed with real facts. Genuine real estate market data. And lots of it.
Buyers and sellers know this real estate market data is out there. They are going to be persuaded by those brokerages and agents who can provide it to them.
Integrating property data with a website is easier than ever
That’s where data from aggregators such as Home Junction comes into play.
Home Junction gathers billions of bits of national real estate data from all across the country. They gather it from a variety of different and credible sources.
School data. Property sales data. Market trends. Boundaries. Demographics. Crime statistics. Etc.
Think of the power you as a real estate agent or broker can have by providing this data to home buyers (and using it to market properties for home sellers).
An agent can make all the emotional statements they want. That can get people excited about a property.
But when they back up those statements with reliable real estate market data, then a few things happen.
For one, that agent instantly gains credibility with the consumer.
“This is someone I can trust,” a buyer might think. “They not only talk a good game, they also walk the talk by providing proof to back up what they are saying.”
Secondly, by presenting this huge warehouse of local real estate market data, the entire transaction process is accelerated.
After all, according to a recent survey of home buyers, about 50% of them said deciding on the “right home to buy” is a major concern for them.
When a consumer sees the breadth and depth of the real estate market data you offer, they will instantly realize, “Wow. This agent has all the answers to the questions I have about this property. I don’t have to go out on the web and dig this stuff up on my own. It’s all right here on their website.”
Data gives agents an edge with social media
Here’s another benefit of using logic to persuade – social media.
In a survey of agents by the National Association of Realtors, about 91% of them said they use social media to promote themselves.
As you can imagine, there’s are a lot of posts flying around out there on Facebook and Twitter.
Sure, people will be interested in new listings.
But they will also be paying attention to any information about the housing market in general.
Which is more persuasive:
“Hey folks, the market is hot right now. Give me a call if you want to grab a house.”
Or, “I just posted the latest Home Sales Data chart on my website. Click here to see charts on the market trends in your neighborhood.”
Logically, the data is going to win out.
Not only that but looking at that chart is going to have a deeper psychological effect on that consumer. Research shows visual images have a bigger impact than verbal cues.
It’s true. Seeing is believing.
People will be more compelled to act after reviewing those charts and data on your website. They may decide to buy that property sooner or choose you as their listing agent quicker.
Your job as a real estate broker or agent is to make a case for buying or listing.
Emotion is important. Enthusiasm about a property can be contagious.
Displaying that emotion with sincerity and effective body language is effective.
But what have you done to support the logical part of your presentation?
This is the era of big data. The mega-real estate websites provide local neighborhood data and school data.
But with Home Junction, any broker or agent can now do the same on their website.
Don’t just take our word for it. Ask Aristotle.
Adding a gigantic warehouse of hyper-local, important real estate market data to your website is going to make you a powerhouse of logical persuasion.