Web Technologies

"Caveat Emptor" - Let the Buyer Beware

& The first time I heard that term was on a Friday night watching the Brady Bunch. (C'mon, you remember that!) It was a warning from Mike to Greg about some old car he was buying. So what does Greg Brady and an old car have to do with you and web technology 30+ years later? In concept quite a bit.

Real estate agents have become the equivalent of fishermen.  How so?  It seems there is more fishing gear made to catch the fish than there are fish to catch. After all, real estate agents make a ton of money (don't we?), and all you have to do is like showing houses and be good with people, right? Well, with all that money, is it any wonder so many companies say their solution is the one to bring quality leads and make your business leap forward?  So, I say, "Caveat Emptor!"

This portion of the Keller Williams Preston Road Web site is going to be a blog to help you simply make more informed decisions about Web-based technology based on simple logic and practicality. I intend on writing this section in a way that will keep your attention, because technology is not usually defined as fun. I will also be having classes on this stuff as well.

I have been an agent with Keller Williams since Preston Road opened, my parents were brokers and my wife has been an agent for 17 years.  Yes, I fully understand the day-to-day life and times of a real estate agent. I also spent seven years building an web application development company here in Dallas (then 2000 - 2001 came along). I want to use this combination of experience and knowledge to help other KW agents make good decisions, or at least informed ones ... you can lead a horse to water, but ...

The bad news is that it is very easy to be swayed by an expert/guru (whatever that really means), especially if you are not too informed about the topic.  Let's be honest, when it comes to Web technologies most agents are little more than Internet sheep following where they are led.. For the record, I in no way, shape, or form claim to be an expert in all things Internet. Yes, I do know my way around very well (even without GPS). But "expert" is a term I would only impose on a few people I know.

Let's touch the tip of the iceberg with maybe the biggest Web technology topic going, Web leads. Who knows how many Web site companies are out there vying for a place in your heart and budget. If pressed, I could name 15 off the top of my head and while I am doing that ,3 more just went into business. I mentioned we would base discussion on logic and practicality, so let's start here.

What is a Web lead? Is it a lead someone got off the Web? That is what most people think. But what if someone calls you about a property on your cell phone, is that a cell phone lead? What if someone leaves you a voice mail about your listing ... that's easy, that's a voice mail lead, right? Wrong, wrong and wrong. So where are these "Web leads" coming from if people are not blindly finding these sites online? I'll give you 10 seconds ... time's up. People find their sites via traditional marketing. Through mailers, signs, e-mail campaigns, etc. The web page is merely the conduit to get in touch with you. For mortal man in the real estate business, YOUR WEB SITE IS NOT THE REASON PEOPLE FIND YOUR SITE, whew, that feels better. Quit stressing over what site to use--whether it be KW template, which are more than adequate with the new features--or a third party site with a hundred bells and whistles to make you feel good about the money you're spending.

Quick TV time-out. Believe it or not I am not ragging on all these lead generation sites. I just know that a lot of money can be spent with very little if any payoff. I guess they all have their place. Just don't be fooled into thinking your business is going to change just because you are using them as your web site provider. It's you and your value along with proven, traditional "get in front of and stay in front of " marketing that drives the boat.

Welcome back. Let's finish this maiden voyage with a few questions and nuggets of Web wisdom. Maybe one or all of these will help you make a wise decision in the next few weeks. First ask yourself these questions to help decide whether or not you should spend money. Remember, it's not what you make, it's what you keep.

(The Question Part)

1. "Can what I am about to spend money on provide an actual benefit to my clients or sphere? "

2. "Is this technology cool or is it useful?" - Cool is, well ... cool, but it won't help sell a house or build relationship.

3. "How many times have I seen this technology before, just in a different wrapper?"

(The Nugget Part)

- There is no buyer manufacturing company out there. True, valuable leads are not manufactured.

- Come to technology strategy classes and learn what you can.

- Think logically and base decisions on that logic. There are good and useful technologies out there. They are just not usually where you expect to find them.

- The "build it and they will come" web mentality died in 1997.

I look forward to seeing you in a classroom soon.

Len Reeves