This commentary was actually overheard during a sales trip to California.  Some of you will find this as crazy as I did, some of you will see this as common place, some of you might be guilty of this sentiment….

There is a market segment of Realtors that concentrate only on listings.  Their websites don’t have IDX or any other search on them.  Their big buttons include links such as “My Featured Listings” and “Our Company Listings.”   

FOLKS: Potential clients don’t care about YOUR listings, or YOUR COMPANY’S Listings.  They want all listings!  If you don’t display all listings, then you have nothing but a business card / flyer online.  

If you don’t display all listings on your website with a client capture system you’re losing a big amount of potential business.  Why forget the buyer side and just concentrate on the listings?

While in California I’ve heard “the money is in the listings” numerous times.  I just don’t understand that comment.  I realize that there is a sign outside and marketing advertising the company and the agent in numerous places.  But a website with IDX and client capture offers that with every listing on the market!  Sure getting a listing is great, but why forget all the Buyers out there?  Isn’t the commission the same (or at least close)?  Online buyers also offer a great benefit, they are educated!  As they become more interested in what’s out there, the number of homes shown before a contract will continue to be pushed down.  The Buyer no longer needs to walk into 100 homes to get an idea of what’s on the market.  As the 20somethings start buying homes, they will find a Realtor via their website send them three homes they want to see and they’ll write an offer on one of them.  Online Buyers are easy to work with, they are self service.  Why not work with these potential clients?

Companies that  ”don’t worry about online leads” won’t survive the next 10 years.  Potential clients will almost exclusively start their home search online and become sticky to a site that answers their needs.