What KW doesn't understandd is how to frame their message so that it is not a sales pitch for KW but a solution for how to do business in the information age of real estate. There is a perception in the minds of non-KW agents that there is A LOT of unsolicited micro managing and that they HAVE to go to classes. What they do have is a problem with perception. They also provide support on a micro level by having the team leaders coach the agents individually. The market centers allow KW agents to teach classes and conduct training in their specialty (I teach marketing, John Dietz teaches FSBOs, etc.). What I think they do particularly well is rely on user generated content to reach their customers. They also have a B2B level where they are working with business owners who have market centers (offices) and team leaders (managers). Now let's take a peek at Keller Williams (another great company – I am an agent there). Have a class for buyers agents, have a class for sellers agents, have a class showing how to use the product for FSBOs and Expireds, for investors, for lead generating.īUT WAIT AGAIN! Listingbook does more than that you say, it can revolutionize your whole business you say. Instead of trying to market to all the different agents, segment them into groups and only show them the features of the product that are relevent to their lives and businesses. They all want to know what is in it for them and making it personal is a niche thing that is relatively easy to solve. Here is the crazy thing – they all think they are unique. How to get more buyers, how to get more sellers, how to keep those sellers happy over a long sales cycle, how to market themselves while still conducting business. This is where the brain cells and marketing come in! BUT WAIT! They can't be everything to everyone you say, they have to build something that will have enough bells and whistles to sell to the MLSs and the brokers you say. What works for B2B is hard to extrapolate to the individual agent level. Their other focus is B2C (realtors are consumers at this point rather than businesses). One of the focuses of their niche is B2B, contracting with MLSs to use their data and then working at the broker level to provide additional value added services at an office level. They already have a niche, providing MLS internet services to realtors for their clients.
#Listbook real estate for free#
Let's look at Listingbook first (I contract with them to teach – I did this for free before I came on board because I SO believed in the product).
No big development budget, just lots of brain cells. The nice thing about this is that it basically costs thought, paper and time. What we need to do is market to those different groups differently. That we need to limit our services to a niche that we have chosen and smite everyone that comes along who does not fit into that niche – NO! Business to consumer is the good of the few – they want to know what is in it for them and do not care about anything your product has that does not relate to their world view.ĭoes that mean that we have to develop a product for each and every one of those people. With this model you try and make/market you product so that it appeals to most types of businesses. The internet has leveled the playing field for many but has also allowed us to get complacent about making sure we know our focus.īusiness to business is generally based on the model that the good of the many outweighs the good of the few (my last star trek quote I promise!). Many consumers are small business owners (like realtors) and all companies are made up of consumers. In this day and age, the line between Business To Business (B2B) and Business To Consumer (B2C) has gotten blurred.
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