RISMedia's Real Estate Magazine

APR 2017

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE April 2017 37 When it comes to the industry's hot- topic clients—millennials—commu- nication is becoming a multi-faceted, combined human and tech-driven endeavor. It's important that we adapt to changing methods and technologies, remembering the importance of in- person communication. We must al- ways have their backs. To be clear, I'm not referring to general business technology, or the back-office platform brokerag- es need to create efficiencies and smartly control data. We need to remind ourselves that two-thirds of this oft-mentioned gen- eration have yet to reach the aver- age age of a first-time buyer, which is right around 30. That number hasn't fluctuated much in almost half a century. They'll begin buying soon enough. What we can't ignore is the speed at which they want information, and we must respond at an equal pace. This operating mindset is crucial to the future of CENTURY 21 Gavish Real Estate, winning business from buyers, like millennials, and the gen- erations after them. For years, I wouldn't entertain the calls of industry brands wanting me to become an affiliate. I simply wasn't confident in their ability to help the entrepreneurs in my office become technologically more sound and productive. In CENTURY 21, I found a part- ner with a proper balance between deploying contemporary technology tactics and traditional real estate fundamentals. Be Right First, Fast Second I agree there's no escaping the influ- ence of information in our industry, yet I always remind my team that technology can't replace fundamen- tal sales skills. For example, responding as soon as possible to a customer is always critical, but it's not as important as responding with the right informa- tion, with professionalism and sound real estate insight. While consumers are absorbing real estate information by the truck- load, and are more hyper-vigilant real estate knowledge-seekers, it's the market insight we deliver that sepa- rates us from the competition. Thus, if there's any risk in a text or email not being the best vehicle to communicate the right information, we should pick up the phone and have an actual conversation. It's About People Interpersonal communication is un- questionably a more effective way to deliver critical information and data, and in terms of closing sales, ask- ing for a face-to-face meeting speaks volumes. We know that buying and selling real estate is not only emo- tional, but also a process that can be wrought with speed bumps and vague terminology. Plus, it can be frustrating. Technology propels my team for- ward, and communicating according to clients' needs and providing the human touch in all we do is a pow- erful way of differentiating ourselves in the market and getting business over our competitors. RE Iddo Gavish is broker/owner of CENTURY 21 Gavish Real Estate in Las Vegas, Nev. The Importance of In-Person Communication Commentary by Iddo Gavish A large part of a real estate sales professional's role is to educate—to put a hand on the back of their client, extend the other forward, and guide them over the next obstacle. This requires experience, empathy for the emotional concerns of your client and clear communication.

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