Disintermediation – now there is a ten dollar word. “Disintermediation” basically means to “cut out the middle man”.
There are a lot of people out there that feel the free and transparent flow of information on the internet will make the role of the real estate agent obsolete. Proponents of this thought point to the demise of the travel agent – largely brought on by how simple the internet has made it to book a plane ticket.
Many agents and brokers want to lock down the data in the MLS, making it only available to licensed (and paying…) agents and brokers. They seem to want to snuff out the availability of free information. If we keep it all to ourselves, and dole it out to the consumer in metered doses, then we can ensure the consumer needs us, and will continue to use us.
What a load of malarkey! Today’s consumer EXPECTS to be able to find information – and lots of it – freely and easily on the internet.
So what is an agent to do? How about FACILITATING the consumer’s quest for information? Become the “go to source” for real estate information in your area. Through your web site or blog you are placed in a prime position to be the giver of information.
What kind of information is the real estate consumer looking for?
The obvious answer is “listings”. There is no question that making rich listing data available to the consumer (preferably without registration, but that is a different post all on its own) will help the consumer, in turn helping you.
But real estate information isn’t limited to listings. Consumers seek information on real estate subjects like:
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The buying and selling process – lenders, title companies, home inspectors, home warranties, legal help, negotiation tactics, etc etc.
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Terms and definitions
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Zoning laws and restrictions
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Home Owners Association information
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Home sales statistics
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Mortgage / financing information and contacts
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Local services – ranging from where to shop to what to eat to what to do.
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School information
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Crime statistics
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Local government information
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Demographic information
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Regional, local and neighborhood amenities
This list is virtually endless.
The internet is not going away. Rather than fear technology will disintermediate the real estate agent, use the internet to give the consumer what they crave. Use technology to demonstrate your value and your expertise. Do that, and when a consumer has pulled together the information they need they will seek you out to help them through the process.
Are you fully utilizing the power of the internet to distribute information to the real estate consumer?