I’m not claiming this is genius. Or the most unordinary thing ever. But I passed many real estate stores while here in PDX over the last three weeks. Almost all have pasted flyers of homes for sale on their windows. Nothing else.
Not Smart Real Estate. They understand people require something deeper than sexy images of domiciles to stimulate decision making. So they taped market trends printed from their MLS right on their storefront window for everyone to read.
It’s just so simple. And pretty darn smart.
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Marc, would you recommend/suggest this as an addition or substitution of the typical flyer? Most buyers are stimulated by images, I’m not sure graphs and stats would cause much of an improvement (if at all).
An addition too. Granted, graphs don’t typically stimulate me but in this case, I was actually seeking this very specific information. Granted, there are more illustrative ways to present this data but the point is, this firm took into account the sort of data people are looking for and decided to offer it front and center rather than make people hunt for it or sign up for something to read it.
It’s a nice idea, but I also think that combination of typical flyers and graphs would be the best solution. Graph can highlight your professionality, but you need to catch people’s attention first, stimulate their senses and imagination somehow. However, I believe there are ways to make graphs and charts much more interesting by using some simple graphics.
Good point. These guys at Smart have done just that. Their front window does show both.
What’s sad is that with inventory back on the upswing, we rely on photos and flyers and promotion. Why this is smart is that the consumer is really looking for connection. A photo is bait and garners interest, but relevant data garners trust. I don’t think a brokerage can build marketshare off of flyers. They can build it off of relationships/trust.
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Hey, at least it’s (probably) original and something different.
Pouring everyhing into lead generation would probably be a better use of their time.
Tapingnpictures of home on a storefront window is beyond outdated, and it shows consumers how outdated and out of touch a company is. I was recently in the hamptons…Hollywood of the east, and ever brokerage from Corcoran to Douglas Elliman etc had pictures upon pictures in their windows just as they’ve been doing for decades. After awhile you had no idea who the brokerage firm was…they all looked the same! All these companies must have attended a free window design class.
Every major retailer knows how important their storefront displays are to their business image and to their success, and thats all lost on brokerage. A brokers storefront should be the place where they show passers-by that they are (brokerage) the superstar of their industry.
Multi media displays are whats needed to create a visual draw…thys what attracts today’s buyers.
Is there a law that requires residential marketing to be so damn boring and ugly?
I like the originality of the charts…it’s really cool. As for flyers – that’s so antiquated. How many flyers can someone give out, and if they’re not going to people with immediate needs it’s a waste of time. I’m worried more about selling now, and less about the future, because who knows what’s in store down the road. Target marketing other agents is the key. I like Steve’s idea about having multi-media displays in our storefront to attract people. I have room for a 60″ display…this is something I’ll look into. It is tiring to look at the same thing over and over, everywhere you look. I like the chart idea
While some of you “think” the use of flyers are antiquated, I can’t tell you that as progressive as I am sometimes, the ability to stand outside their retail store and read those charts unencumbered by anything other than glare from the setting sun, was exactly what I needed at that moment.
Marc,
Well put.
I’ve always said that I don’t participate in many lead generating activities. I’m either pre-biased against them or too lazy, or shy or embarassed, or whatever.
But, if the uncondoned (by me) activity lands you just one $500k deal and you make $15k, I’m certainly not arguing the merits!!
Agree with all comments about the same old pictures of houses in shop windows.
At least in the USA you can get local stats ( I live in Sarasota FL part time as well as the UK)
The UK Real Estate Agents do not seem to work together like the NAR Realtors do in the USA and do not publish localized stats.
We do, however, have multi media screens in many of our EA windows over here and I’ve even played with a few touch screen installations set into the glass store front.
Many UK Agencies have invested money into revamping their offices, making them more like a home with wallpaper and comfy sofas, coffee machines to create a welcoming touch…..BUT they are also fighting the rise of the online only Agents who are offering a set fee with add on pricing for extra marketing etc. They seem to be gaining in popularity…. I’m watching with interest.
Oh and remember- UK commission rates are between 0.75% -3.00%
It varies depending on various factors… and although the buyers/sellers agents and fee structure are not the same as over in the USA I fear the same complacency is rampant.
As boring as it is to us Realtors, clients really want charts and graphs. They salivate over seeing real statistics. I agree with you that this is a great use of your front window…but don’t forget about your website. This information should be readily available on every website as well. I don’t see many of my competitors doing this so far. I resisted this idea for a long time, but I just added a Market Trends page on a new website that I am building. It has tons of graphs and charts of market statistics. I think clients will really like it.
I think its a great idea. Its time realtors (we) start giving their customers valuable advice based on something that makes sense.
In Panama (not panama city but Panama were the Panama Canal is) we usually dont have this kind of data available for clients. Sure they can find it buy it should be available to all of our customers.
Lets change the real estate business!!!!
The window displays are very important. I think that there is a lot of people who want to see both – graphs and flyers. However, they are good for their group of buyers. It depends which group you want to focus on more.
Graphs are very good idea but people are more spontaneous and pictures make them buy more then graphs. A variation of both works for me.
Adam, and others,
I’d like to offer up an alternative perception. The idea that pictures make people buy, while I won’t dispute it, is, IMO, a salespersons perception of how buyers, people are moved to making decisions. But alternatively, I’d suggest that what really moves people are the inherent actions a company takes to present products or services in a way people enjoy and appreciate.
A picture of home taped to a plate glass window might sell the home. Maybe. But the intellectual capital the company shared with me about that neighborhood, the thing that caused me to cross the street, read it, snap a picture and share with the world sold me on the brokerage.
I may not have a bought a home that day from Smart Real Estate, but I bought into that little company. And here we are weeks later still discussing it which tells me you guys have as well.
I believe that while most brokerages are busy being sales organizations and trying sell things to people, some, a few are busy building their brands. To me, that’s far more powerful of a thing.
It all boils down to “who is your target audience?”
When lenders would give a mortgage to anyone who could fog a mirror, “oooh, pretty pictures” may have worked better and best. But in this economy, brokers and agents need to appeal to home buyers who actually have a decent income, and in many cases a substantial down payment.
Agents often ask me how I manage to have so many clients who make more than they need, to buy a house, AND have 20% down payment or more. The answer is always…”you reap what you sow”.
If you put out pretty pictures…you get people who like pretty pictures, and “want” something they may not be able to afford. If you put out intelligent market data and opinions of that data, you get more qualified clients.
It really is that simple.
Excellent point, Ardell.
I too, and huge on up front qualification and have never had a client with any issues at the closing table, or financing piece.
Also, people often wonder how I totally avoid this short sale nonsense. Same answer.
Rob,
Can’t agree with you on that “short sale” comment. Best house for my client is my only criteria, and often that is a short sale or bank-owned. It’s all about THEM…not US.
I understand that IDEAL, but it’s a little short sighted.
If you have a client that needs a home in a specific timeframe, like any and all WELL qualified clients, then a short sale is not an option.
Clients with a timeline of infinity are not what I work with.
This is a business. Not a lifelong project with no ending and no forecastable revenue.
I’m working on a great house for my client since October of 2009. Should close around the 20th or September this year. Never too long, Rob. They saved an additional $70,000 during the wait. Assessed at $1.1 Million and they will get it for $625,000. This is a business, yes. But it is a business about your client’s success, and that success sometimes takes awhile and is really, really hard work.
Will the bank honor your full 3%?
I’ve worked clients much longer than that before.
I’ve got clients that I put in rentals right now that will stay in them 12-18 months, then buy using me.
And I’m sorry but this business is not ONLY about client success. If I’m not successful, I’m out.
I’m not sure what point you are trying to convey here.
I share all the data re short sales with my buyers and 9.9 times out of 10 they say “forget that.”
My clients need homes to live in with their kids. They typically need to be in them before school starts.
That’s usually what I’m seeing. I’m very successful and so are my clients. Read the unedited client feedback section on my site if you wish.