Listing Yard Signs - Now It's "Web Bites"
The comments about "virtual bread crumbs" and "virtual footprints" are really of interest to me, as I believe that the vast majority of Realtors out there have yet to realize that there has been a shift in consumer focus. They are still going about their business blindly doing the same things they've done for decades. The shift is in it's formative stages, and there is more to come. But, how does this relate to yard signs?
Since the first listing sign was placed in the ground, real estate brokerages have relied upon the belief that "the more signs in an area" the greater your credibility to those who see them. It's the old "they must be good, because they have so many listings." And, I'm not arguing with that belief really. What I do believe is that the credibility value of these signs is shrinking, while the value of your "virtual footprint" is increasing.
As the fast pace of our lives keeps us so busy, and the traffic keeps our eyes on the road more than on the yards we pass, what are we doing to free up time and make our lives easier? We're shopping more on the web, cutting out trips to the malls. Gas prices are keeping us home more as well. We're not out driving for the fun of it like we used to. So, we're spending less time in our cars and more time on the Web. Where are the yard signs on the Internet?
The Web equivalent of a yard sign with our name or our brokerage's name on it is a mention in a comment, blog post, a web site, or a search engine results page. And, these mentions have the ability to place "web bites" (the equivalent of a radio/tv sound bite) of our statements, expertise and business practices. When have you seen a yard sign that actually tells you anything other than name and number about the broker or agent who stuck it into the ground?
While they're not driving around in their cars looking at yard signs, today's consumer is motivating around the Internet in their armchairs. How many virtual signs about you will they see? How many "web bites" are out there with your commentary about your real estate market? How many consumers, now and in the future, will choose a real estate professional because "she's all over the Web." "Every time I do a search, his name or brokerage is talking about real estate and the local market."
I believe the yard sign of the future is your "virtual footprint."
Comments
Your assertion that “your web bites are also your yard signs on the Internet” could not be more precise. In my experience as an employee of Long & Foster Real Estate , I’ve come across a number of agents who are hesitant to establish on online presence. They just can’t see that they’re are missing out on the best opportunity they have to market themselves and their properties. But if they could begin to view the Internet as another tool, much the same way they view a yard sign or a paper flyer, they might start to feel differently. Add in your valuable tips, and these same agents could be reaching a whole other level of success.
Thanks. Your kind comments are appreciated.
Jim
I completely agree with you about the “virtual footprint” and while I think this will become the yard sign of the future, I still believe that traditional yard signs are important as well. Establishing a web presence is important but it is also important to make sure that your name is out there… most especially if you are a new Realtor or small business. Traditional yard signs are a fairly inexpensive way to do that.
By themselves, cheap signs really don’t do much. I think it helps to increase calls and maybe a web search if it’s a professional looking sign. And it offers some kind of validation that you’re a real company if there is a business logo, a website, and maybe a BBB logo. But if you have a website, you better make it look professional too. Personally, it’s my favorite way to find out about someone without having to talk to them first!