I have just read through a 20 page supplement called survive and thrive produced by the negotiator magazine.
This follows on from a conference held recently, which I didn't attend for two reasons: one, price, the other was the lack of speakers discussing online marketing and the like.
As the name would suggest, survive and thrive is all about guiding agents through the current market downturn. The strap line reads 'A comprehensive guide to help estate agents navigate their way through the current market downturn'. Having read through 20 odd pages of advice from different players in the industry I can find only four sentences about online marketing, search, websites and the online space. They call it new media and merely say buyers habits have changed. It makes you want to scream!!! Buyers habits have changed... of course they have, the whole world has changed. They would have got more from this conference if they had called it 'buyers habits have changed' and then analysed that.
Maybe I have missed a page or two, but I am shocked, saddened, angry, confused as I fail to understand how there can be no discussion whatsoever about the online space. People, there is no other space! Is it not as plain as a pikestaff? I am at a loss to understand how, for example, the commercial director of rightmove has nothing to say about online marketing (he may have done at the conference, but it is not in the supplement). Well, maybe I am not surprised given their ever spiralling share price and general treatment of agents.
Anyway, sorry for the rant, but I meet good agents on a daily basis who recognise where the future of the industry is heading and are looking to absorb advicea nd information like sponges. They are keen and someone needs to head up a conference that is affordable and on message for the agents of the future.
Incidentally, the online space only gets a mention in the a-z survival guide under 'N' for New Media and then four sentences. So here is my start of more useful a-z survival guide. Starting with 'A'
A is for analytics. Without analysis of your entire process you will never know what is going on. You need to measure performance and manage your cost per lead effectively. Understanding where customers are coming from, where they are going, what they are clicking on is fundamental to your future success in this market.
B to follow.