Data is Dead, Long Live Context

Consider the initial contact with a prospective client, buyer or seller.   The character of this conversation (whether by text, email, voice or face to face) can fit into one of two broad categories:

Prospective Buyer 1: “I saw your name on several websites.  I am looking at buying a foreclosed property within a half hour drive of my office but I also might want to rent.  My partner will come see the ones that I really like because he is super busy.  We probably won’t move until next year though.  Can I get a call asap?”  

Prospective Buyer 2: “I am a friend of Sharon & Dave Miller.  They RAVE about you all the time.  Dave said he would never look at a property without you!  I’m hoping to tell you what we are looking to buy and also ask you to give me an opinion of value on my current house.  Would you have time to take us on as clients?”

Which would you rather get?  The question may seem ridiculous BUT agents are paying for and fighting to win leads like Buyer 1.  There is no “fighting” for Buyer 2 because only YOU can fulfill this kind of inquiry.  

If the question is “How do I get to be the agent that brings in Buyer 2 on a regular basis?” then the answer is that you have to create raving fans out of the clients you have now.   Professional agents earn these fans as a result of firmly guiding clients through every step of a transaction - period, end of story.  When people look to you for answers they want to know that you've been there before and you know how this story ends.  They look to you for CONTEXT.

Data is Dead, Long Live Context

Virtually all people carry unlimited data sources in their pockets.  When those people are sellers and buyers they have access to data (and even analysis) that previously only Realtors could produce.  To represent genuine value today means to give consumers what they can’t get in their pockets - rational frameworks to turn house listings into buying decisions and comparable sales into negotiating strategies. 

I know that my clients make faster, better and more satisfying decisions when they are operating in "charted waters".  What follows is a two step framework developed over many years of practice that gives consumers the context to make confident decisions, to enjoy a successful transaction and the motivation to see thier friends and colleagues  

Step 1 - socio-cultural context

Step 2 - transactional context