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A Broker's View Of Virtual Tours
This past week, I had the opportunity to do a presentation for a broker that has about 48 agents working for him. Needless to say, my jaw almost dropped when he made the statement that "one of his agents has done two virtual tours so far"...I immediately started thinking that I could absolutely help these people market their listings online much more effectively. However, before I could even finish that thought, he told me that the reason he was not a big believer in virtual tours was because, when that particular agent had done her two, she had quite a few people telling her that they were not interested in the home. I think his jaw dropped even more than mine had when my next statement was that what happened was a very good thing. And from the quizzical look on his face, I knew I needed to explain my statement in more detail. I went on to explain to him that virtual tours are a way to qualify leads for the agents, and that this particular agent did not waste her valuable time, expenses and efforts showing these two properties to buyers who would not have liked them from the minute they got there. I went on to explain that agents - today, more than ever - need to be spending their time with the buyers and sellers, and that when a call came in from a buyer who said they saw the virtual tour online and wanted to see the home in person, well...THAT was a hot lead that the agent should be all over. After a moment of pause, he smiled and said he had never really looked at it from that angle, and I think he knew right then and there that I wasn't just trying to sell him virtual tours - I was trying to show him a way to make his agents much more productive. I have a presentation set up for all of his agents for the first week of April, and hopefully, they'll begin to realize that virtual tours are NOT meant to sell everyone on a home; one of their unique features is that they separate the really interested buyers of a property from the weekend home-seekers that just take up the agents valuable time looking at any and all properties listed. Brian Benjamin
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May, 2012
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