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The Evolution of Real Estate Marketing
Over 90% of the people who buy homes these days will not find them while out for a Sunday drive, or by seeing the “For Sale” sign after taking a wrong turn on the way to their doctor’s, or by spying them in the newspaper or in the little printed piece they picked up outside a restaurant; no, they will see them online for the first time. This is a complete departure from the days a couple of decades ago when my hard-working mother stayed late at the office to put together printed showing lists for her buyers. In those days, REALTORS° were the Masters of the Real Estate Information. They had access to the multiple listing service, the general public did not. Many showing days started with the franchise’s “House du Jour”; because the agents owned the info they could steer the buyer toward their own listings. But no more! Today, there is so much information on the web that many buyers have done much of their research before calling an agent. Buyers show up with lists of homes they’ve found online, a revolutionary change from the way your parents found the home you grew up in.