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'Bradley, find that Realtor's card in my wallet'

Perspective: The power of the Internet

By Bradley Inman, Thursday, July 17, 2008.

Inman News

When I helped sell my parents' home in Las Vegas earlier this year, pricing it was like catching a falling knife. Finding a good Realtor was also an unexpected challenge.

I reviewed agents at HomeGain, of course. I checked out sites such as Realtor.com, Zillow and Trulia. I was intrigued by a couple of agents on ActiveRain because their blog posts offered color on Summerlin, the area in Vegas where my parents live.

I also called the CEO of a large real estate franchise who worked me down their food chain to a top producer in my parents' neighborhood. She sounded smug.

I set up appointments with three Realtors -- two from ActiveRain and one from the franchise -- to meet when I was in Vegas. The personal story: My parents are ill and my brothers and I have spent the last six months helping them move into a life care facility, manage their life and give my mom ample room (an "Obama Mama") to express herself about how President Bush and Bill Clinton are wrecking the country.

FYI: No pity here; they still think the cup is half full. Amazing.

I packed three Realtor meetings into moving day while I read love letters from my dad to my mom during World War II, looked at my old report cards, and read a letter that I wrote my father about "Tricky Dick" and why he should vote for George McGovern. P.S.: Do not tell my older brother, but my dad did the right thing.

The agents from ActiveRain are good bloggers, were nice enough and were eager enough, but they had slim experience. One had no listings and another had only one. There seems to be a home listing for each resident in Las Vegas, so the qualifications of these two agents were a problem. I canceled the meeting with the smug one.

My dad brags about my brothers and me with his golfing buddies and anyone who will listen, including strangers in the grocery store and mafia-looking guys in the sports book at the Bellagio. He, of course, put the job of selling his house in the hands of his real estate and Internet guru son. "He is on CNN!"

From his hospital bed with tubes all over, he politely asked, "Bradley, how is it going with the house sale? I know you are handling this wonderfully; you are the best." That is how he has talked to my brothers and me for 40 years. The first 15 years of our lives were different because he was teaching us math and ambition and he was very busy.

I came clean with my father that I had not found the right Realtor from my expert contacts and from the Internet. For a dozen years I have bragged to him about the power of the Web.

He asked me to get his wallet, and tucked inside was the card of a local Summerlin Realtor. He said, "This guy is good, Bradley. His for-sale signs are all over Summerlin."

I called John, dad's Realtor. He knew the neighborhood; he understood the Summerlin housing market; he knew most of the MLS listings; he was sober about the challenges; he was accessible; and he arranged his schedule around his church duties. He did not know what Trulia was and he did not read Inman News.

John priced the house right and we sold it in 30 days. My father and mother now brag about how smart their middle son is and how quickly I sold their house when nothing else on the market was moving.

My dad may be closing in on his last lap but with a twinkle in his eye he cannot stop bragging about his sons. I am a lucky guy.

***

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Copyright 2008 Inman News

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Submitted by on July 17, 2008 - 12:42pm.

You are a lucky guy, indeed.

Beautiful.

http://www.RealEstateZebra.com

 
Submitted by Ronald Gombach on July 17, 2008 - 1:09pm.

Over nearly 2 decades, I have come to know about 200 Real Estate Agents (through business) in our area. The one who stands out as the most knowledgeable about the area, and market trends in general, (when the market is up, down or flat) has no time for the Internet, Web, Website, or any other way. While his staff are computer-savvy, I have never known him to strike a single key on keyboard. And no, he's no dinosaur waiting for the skin to fall off his bones ... though he's been selling real estate for 20 years, he's much younger than I -- it's just that he's busy "doing real estate business" -- no time nor need for computers or a website ... not yet anyway.

publisher-emeritus: www.livingplaces.com

 
Submitted by Damien Hall on July 17, 2008 - 1:39pm.

Great post! Thanks for sharing your story. You covered a lot of points with that one experience!

www.TheDCInvestor.blogspot.com

 
Submitted by on July 17, 2008 - 1:41pm.

I love the story. What a tough thing. New agents have such enthusiasm to blog and talk about communities. Experienced agents lose that and think they are great. Its a law of lifetime growth to keep the enthusiasm of a newbie when you are experienced without being smug. Its great to hear stories such as this so you can see outside the box and into the minds of others when interviewing and looking for agents to help them. More outside stories would be very insightful.
Your Friend,
Utah Dave

 
Submitted by David Geipel on July 17, 2008 - 1:50pm.

Great story indeed Brad. Thanks for sharing and keeping this business "real" - cause at the end of the day, it always comes back to people, places and things.

Dave
http://www.cellsigns.com

 
Submitted by on July 17, 2008 - 1:53pm.

Brad,

Congratulations on what today is a quick sale!
I went through that same emotional turn around just last year....

A powerful commentary! As Dave indicates we would all do well to take a look from the other side. It is so true that the internet is powerful but it does lose the personal touch. More evidence that niche markets are the true test of time.

Do you know if your buyer found the home on the internet?

Wish I could be with you next week....have a great time!

Callie

 
Submitted by on July 17, 2008 - 1:57pm.

I rarely comment, but wanted to thank you for sharing your story, Brad. Not only was it a very touching story, but it reminds me that not everything has to be done on the Internet. Personal communication and market knowledge are still hard to beat when it comes to local real estate.

 
Submitted by on July 17, 2008 - 2:01pm.

I could not agree more that there is no substitute for experience.

 
Submitted by Pamela Mackenzie on July 17, 2008 - 2:10pm.

Great story.

Just curious -- did your dad's Realtor do any newspaper advertising?

Pam MacKenzie
Real Estate Editor
The Courier News, mycentraljersey.com

 
Submitted by John Grice on July 17, 2008 - 2:25pm.

I find it interesting that for someone who seems smug would object to someone else being so.

I trust that you misspoke and you and your brother or your parents actually set the price from an informed decision based on information provided by John. Agents should never be setting the listing price for any property.

John Grice
REALTOR®
Naples, FLorida

 
Submitted by on July 17, 2008 - 2:48pm.

Brad:

I enjoyed reading your article today about finding the agent to sell your parent's home. That's awesome that your dad had the business card in his wallet.

I have been a subscriber to Inman for 2 years and always enjoy opening my e-mail to read the daily articles. I have attended the last 2 RE Connect conferences and wish that I could attend this year in San Fran.

Best wishes for a great RE Connect.

 
Submitted by Gina Gardner on July 17, 2008 - 3:07pm.

Great story and comments too. My 84-year-old father-in-law is a Realtor and still going strong. He's not a dinosaur, however, it took some work to convince him to get a cell phone....and leave it ON.

 
Submitted by Joel Ives on July 17, 2008 - 3:13pm.

Excellent article- we all have access to many things-web, smart phones, preferred suppliers, other incentives but the basics still matter the most- Know your market (doesnt mean you have to tell everyone that you are the smartest either) know your customers needs and treat people the way you would want to be treated. Ads,blogs,websites,magnets, etc don't sell houses. REALTORS sell houses ! Use the tools in your box to help you but don't rely solely on them.

 
Submitted by on July 17, 2008 - 3:37pm.

Great read.

thanks

 
Submitted by Sherry Chris on July 17, 2008 - 4:06pm.

Brad:

First of all - great to have you back writing for Inman News. The industry needs your point of view right now. Loved the article, it speaks to the fact that real estate remains a relationship based business, and we must never forget that. Especially in these times. It is interesting how we keep cycling back to a place where relationships count. Also, I recognize myself as the CEO who tried to help find an agent for your parents... can't win 'em all!

 
Submitted by John Wake on July 17, 2008 - 4:41pm.

Your father sounds like a real man, putting his kids first.

 
Submitted by on July 17, 2008 - 7:23pm.

It's so funny!
In spite of all our internet marketing, we still get a much greater number of actual listings from print & "old school networking". So many of our customers still can't even spell B.L.O.G. No matter how slick we get online, it still comes down to "the local expert" selling to a real person in their neighborhood.

Matt Fagioli
Diamond Dwellings Realty
http://www.diamonddwellings.com

 
Submitted by Janice Ridge on July 17, 2008 - 8:16pm.

Brad,
You should have called Llena at HomeGain to help you find a Las Vegas agent - or John Baker!
Thank you for sharing such a personal story. That's what I will always remember about you - your openness and willingness to relate to others.
But truly, I believe that as we get older and our priorities change, we understand the value in working with a professional who can help us get through life's challenges rather than just someone to make us a lot of money. Pricing the house right is what got your dad's house sold, and you weren't greedy this time around. You took your agent's advice, imagine that! It was more important to get over this hurdle and move on to the next stage of life, whatever that is. Your motivation as the seller had a lot to do with getting the house sold in 30 days.
I remember when your dad came into the HomeGain office; your affection and love for him was obvious to all. He's the lucky one.
Love you, Brad. Take good care. Janice from Seattle
PS John from Naples, I don't think you ever have to worry about Brad Inman not being informed about anything, smug as he is...

 
Submitted by Christine Donovan - Costa Mesa Real Estate on July 17, 2008 - 9:46pm.

Brad,

What a wonderful story, and what a wonderful relationship with your father.

This is a reminder that technology and the internet are not always the answer and that sometimes parents do know best.

Website: Costa Mesa Real Estate
Blog: Costa Mesa Real Estate Blog

 
Submitted by on July 17, 2008 - 9:57pm.

Very touching story, Brad. It served as a good reminder to us all to build a strong business foundation on basic systems and practices and cater to a niche market/neighborhood with remarkable and memorable experiences - branding with a difference. While many successful agents are not online, we should also consider the fact that buyers and sellers are online searching for neighborhood resources and information. If your agent had developed an online presence using a multitude of resources in conjunction with the neighborhood listings, neighborhood URLs, or neighborhood keywords, the likelihood of you finding him could have been days earlier. It's wonderful that your father valued and remembered that agent's presence and professionalism, keeping the agent's card close at hand. Treasure your father's wisdom, influence, and your inspiration. Best wishes to you and your family.

Becky Boomsma
Marketing Specialist, CRS, ePro, SRES
Franklin Lakes, NJ
www.BeckyBoomsma.com

 
Submitted by on July 18, 2008 - 4:52am.

This was just such a wonderful story yet with a defiant ending, if there ever was one. The internet. It doesn't make good Realtors, no. It simply provides a forum for one's talents. If you are new to the business, it's a great way to promote yourself. But it won't get you automatic listings, that is for sure. However, the combination of proven talent AND the internet presence can make you a household name. The wonderful, church-going gentleman REALTOR the writer used is in the last generation of people in the biz who don't have to know what Trulia is and don't give a damn about the internet. That's all well and good -- he doesn't need it. He's established. He knows the property values in his area and how to price effectively. He is respected and has a circle of influence that nurtures him. Hats off to him. But for the rest of us in this busy world, the internet's essential, if we know how to use it effectively and -- no matter how much attention we get from it -- we know how to talk to people without being smug. There's no substitute for being a human being.

--Roberta Baldwin
www.NJDreamHouses.com
www.SuburbanDigs.typepad.com

 
Submitted by on July 18, 2008 - 4:59am.

What a great story. It's always good to hear stories where the basics work the best. It sometimes seems that we as agents "over think" the process instead of just getting out there and selling.

-Chris Jones
Hans Christopher Realty - Atlanta
www.hanschristopher.com

 
Submitted by on July 18, 2008 - 6:55am.

"I find it interesting that for someone who seems smug would object to someone else being so."
-- John Grice

I find it interesting that someone who has apparently never met Brad Inman would even consider making such a statement.

Great article Brad. There's a lot to be gleaned from this one. And not just regarding real estate or internet marketing, but regarding life.

Jay Thompson
Broker / Owner
Thompson's Realty

Blog: www.PhoenixRealEstateGuy.com

.

 
Submitted by Derek Overbey on July 18, 2008 - 8:18am.

Brad,

First off, great story. Your dad sounds like one of those gems that are few and far between

I guess if we learn anything from this story it it this. If you are a great agent, you are a great agent and no technology (or lack of) is going to take that away.

But I still am glad for it because it keeps me employed.

Derek Overbey
Sr. Director of Partnership Strategy – Roost.com
Web - http://roost.com
Blog - http://blog.roost.com

 
Submitted by Amy Phillips on July 18, 2008 - 10:40am.

This story is very meaningful to me, as I am an agent and I myself am leaving to go to Florida next week, to move my mom here from there due to her not being independent any more. And as an agent we always go the extra mile.
And it is and always will be a people business no matter how much technology goes.

Wonderful story

Amy

 
Submitted by on July 18, 2008 - 2:35pm.

Yes, sometimes parents really do know best. This year my dear mother-in-law passed away after a short, unexpected illness. Mom had already picked her agent, a neighborhood expert who had been mailing her postcards for twenty years. Carol Heath Kim may not have some amazing, cutting edge website, but Mom liked her, and she did an outstanding job for us. She prepped and priced the house well, we received multiple offers, and the whole thing was done in a matter of weeks.

Diane Cohn
Realtor, ABR
Chase International

www.renorealtyblog.com
www.chasenation.com

 
Submitted by Jack Lindberg on July 18, 2008 - 3:42pm.

A successful agent that has no time for the internet is not a reason to avoid it. In fact, I could show that agent how to spend less time doing the same activities using the right technologies. Real Estate Sales is a people business. It always will be, and agents will always have their time, expertise and a non-emotional perspective to offer their clients - regardless of what technology does. I bet that agent uses a cell phone. why? Because it is more convenient and helps that agent save time. The real problem is that there aren't very many good internet products for real estate people yet. I've been working to change that...

 
Submitted by Michael Espiritu on July 18, 2008 - 3:48pm.

That was a great post! The internet is an integral part of my business but the one-on-one, face-to-face interaction is where I get the most satisfaction (and also the most business.)
The point that the realtor knew the area, knew the inventory, knew his market, and knew what to do to get the property sold is so important.
The internet is a great and invaluable tool for our business but it will never replace the importance of personal interaction.
When I was in my second year of my real estate career I received an e-mail from a"lead" looking for available properties in the area near my office. I replied to her e-mail, we setup an appointment and she submitted an offer on the second house we viewed.
The transaction closed and she was very happy but there was just no connection. Very surface, very medicinal because we really had no face-to-face dealings. It was strange because it was so easy, so fast. Yet I didn't really feel the sense that I helped someone get into their dreamhome or that I really accomplished anything.
Your post got me thinking about that transaction from so long ago but the memories are still fresh because yes I got paid, yes it was easy but it was that lack of human realtionship i.e. conversation, sight, inflection, response etc.that the internet took from that business relationship.
Great customer service , knowlege of the market, caring about your clients, honoring the trust that our clients place in us will never go out of style or ever be replaced by the internet.
Michael Espiritu
Broker
Copeland Wealth Management

 
Submitted by JOANN BORELLI on July 18, 2008 - 4:04pm.

Great Story, Brad,
It was very touching as well as informative. I have had the pleasure of working with many Seniors over this past few years, and I find that all of the internet technology in the world won't make a difference-if they are not able to communicate this way. So, it brings us back to basics. Snail-Mail, phone calls, and frequent visits. I really enjoy working with them this way.
Jo-Ann Borelli, CRS-SRES

 
Submitted by Hilary Shantz on July 19, 2008 - 11:20am.

It is a hard balance between internet time and just doing deals in the area you are focussing on. People moving to your area will find you on the internet because of your blog/website, acitve rain presence etc., but locals don't care about all that when they are ready to list. They go by track record of homes sold in their area. Very enjoyable and useful article to read!

 
Submitted by on July 19, 2008 - 8:40pm.

Brad,
We are putting together a class on blogging and the two guys pushing our group towards blogging have sold very little, have no listings but are extremely knowledgeable about techno issues. They are great looking sites but nothing to show for it! I find certain age cohorts work well with technology, as you so discovered, and can deliver a superior experience with or without the technology expertise.
I just closed a transaction with a couple in their late 70's and they had little grasp of their cell phone let alone email, internet or blogging! However, I have other clients who live on their blackberry's and do everything via email, message boards, etc.
I still think, "High Tech with High Touch" is the way to go.

 
Submitted by on July 19, 2008 - 8:41pm.

Brad,
We are putting together a class on blogging and the two guys pushing our group towards blogging have sold very little, have no listings but are extremely knowledgeable about techno issues. They are great looking sites but nothing to show for it! I find certain age cohorts work well with technology, as you so discovered, and can deliver a superior experience with or without the technology expertise.
I just closed a transaction with a couple in their late 70's and they had little grasp of their cell phone let alone email, internet or blogging! However, I have other clients who live on their blackberry's and do everything via email, message boards, etc.
I still think, "High Tech with High Touch" is the way to go.

 
Submitted by Ninah Hunter on July 20, 2008 - 10:10am.

I am forwarding your post to all my agents, Brad, because it's a wonderful reminder that there is no substitute for knowledge, personal realtionships, communication, great service, and . . . referrals! I am a strong proponent of technology as a tool to enhance one's business, but the foundation is key. A constant challenge for all of us at my office, me included, is weighing the pros and cons of any marketing tool against its cost (both in time and money) and the likely return on one's investment. The old timer REALTOR obviously had the foundation and could afford, or get away, without being as computer and techology literate as most of us need to be today. But he's also a lesson in how all the techno-acumen will not make one a success without that foundation. Thanks for the reminder, and a touching life story.

~Ninah

 
Submitted by on July 20, 2008 - 9:28pm.

Brad,

After reading so many of the posts above, it appears your readers think this is a story about old fashioned service vs. high tech marketing but I think it's neither. It's just the power of the MLS.

The percentage of listing agents that sell their own listing in the United States is rumored to be less than 1%. If advertising like Trulia sold the property advertised, it would stand to reason that listing agents would sell a larger percentage of their own listings.

Instead what all of these sites do is initiate communication between buyers and brokers. The statistical odds of a buyer buying the advertised property he/she called on is relatively slim but in speaking with the agent he/she called, the buyer will often buy something.

So your agent could get away with not knowing anything about Trulia and still be successful as long other agents used Trulia and other sites to attract their buyers. Then as long as your dad's house had search criteria similar to that of what the buyer found on Trulia, the agent they did go to would find your dad's house on MLS when searching for more homes like the one the buyer saw on Trulia. If your dad's house was a better value than the one on Trulia it would sell.

There is a finite number of buyers and an increasing number of advertising sites trying to attract those buyers and lure agents to pay them for advertising. In the end, MLS is what sells the house. Sites like Trulia just lure the buyers to some agent that has a listing on Trulia. So your agent might not get a lot of buyers without Trulia (etc.) but he could still get a lot of listings and be successful at getting a cooperating agent to sell them.

Obviously you knew this because you still chose him after he told you he did not know what Trulia was; not reading Inman News is another story but it's nice to you don't hold a grudge.

Derek Eisenberg
http://www.mls2u.com

 
Submitted by Steven Beam on July 21, 2008 - 8:17pm.

After tacking my numbers and where my business comes from for years I have always known that word of mouth, referrals, sphere and past clients are the best source of business. All the advertising I do only makes up a small fraction of my real business. I would rather spend my time and money on people I know. It’s more fun and makes for better relationships. Blogging is more for learning and exchanging ideas.

Steven Beam
Parker, Colorado Real Estate
http://www.parkercoloradorealestatehomesforsale.com

 
Submitted by Kaye Thomas on July 22, 2008 - 12:25pm.

Brad,
I find myself dealing with similar issues as I try to find someone to handle the sale of my parents' home. However as they are in a resort area I want someone who knows the market and is internet savvy as the buyer for their home will probably be out of the area.

I have been in business since 1979 and not only know my market but find the time to blog and work on my websites. While it's tempting to believe that experience and word of mouth are all that's needed to make a consistent living in our business; the fact is that you need to tap all the resources that are available, especially in a down market. Blogging is a very effective tool to market your services if used correctly. Like it or not the internet is where the future of our business lies.

 
Submitted by on August 3, 2008 - 8:04am.

Hi Brad,
You story is both savvy and touching at the same time. Many of us have found that we have to do both type of media to market homes. Print and internet are required to meet the demands of this market. One listing and a bunch of blogs won't make up for experience as you decided on your own. Not all Realtors are the same and it shows when you select the right one. Thanks for sharing your story. I hope all is well with you family and they have a few extra laps.
Gary White, Broker/Owner
CRS, GRI, ABR, ePro
FlexIt Realty
www.FlexItRealty.com