2. the buyer. in order to attract potential buyer clients, you must know the answer to: who are the...
TRANSCRIPT
2. The Buyer
In Order to Attract Potential Buyer Clients, You Must Know the Answer to:
Who are the buyers? Where do they hang out? What do they see, read, and
hear? How do they gather
information? What services do they value? How do you make contact?
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Buyer Profiles Information Sources Used in Home Search
All Buyers Age 18 to 24
Age25 to 44
Age45 to 64
Age65 +
Internet 87% 92% 94% 82% 56%
Real estate agent 85 88 86 86 81
Yard sign 62 63 64 61 56
Open house 48 34 48 51 46
Print newspaper ad 47 50 45 51 49
Home book or magazine 30 31 30 31 20
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Closer Look at Internet Searchers Most likely a married couple Median age: 37 years Median income: $77,300 Length of search: 10–12 weeks Before contacting an agent: 2 weeks Visited 12 homes
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What Buyers Want
Find the right home47%
Negotiate price14%
Nego-tiate
terms13%
Paper-work help
9%
Com-para-bles7%
Afford-ability
decisions3%
Financing assistance3%
Other4%
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Discussion Question
> In groups, brainstorm at least 2 additional ideas for the category (Find the right home, Negotiate price and terms…) that is assigned to you.
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Success Stories
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Blog Post
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1st Step in the Home-Buying ProcessLooked online for properties1
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Contacted a real estate agent
Looked online for info about the process
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Assistance Make process easy and
quick
Streamline procedures
Communicate respect for client’s time
Offer ways to help buyers through the process
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Accessibility Communicate with buyers
based on their preference Make yourself available Offer multiple ways to
contact you Respond promptly Provide information buyers
want
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Transparency> Buyers want to
be active participants
> Want to know what is happening and how at every stage
Houston Association of REALTORS Agent Ratings
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Autonomy Buyers initiate transaction
on their terms and timeline Buyers want anonymity
and independence Agents should offer
information freely to remain top of mind
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Discussion Question
> In groups, brainstorm at least 2 additional ideas for the category (Assistance, Accessibility, Transparency…) that is assigned to you.
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Permission Marketing¨ Traditional techniques rely on
interruptions¨ Permission marketing based on
consumers opting in¨ Consumers give companies permission
to contact them in return for something of value
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Helpful Information Postcard
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Accessibility: Call to Action Options
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Exercise: Buyer Challenges and Solutions
> Challenge 1: Live in fast-paced, technology-driven world
> Challenge 2: Stressful jobs and personal lives/time pressures
> Challenge 3: Limited resources> Challenge 4: ________________________________
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