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The “Next Big Thing” Real Estate Ad Campaigns, Really?

April 18th, 2016 · No Comments · Hope Ranch Realtors, Montecito Realtors, Santa Barbara Realtors

2LicensedToSellImage2016Recently Santa Barbara has had an influx of new real estate companies enter the local marketplace.  Engle & Volker, NextHome, Insites, Teles Properties, and most recently Compass. Almost all of them promising to be the “Next Big Thing” in Santa Barbara real estate. Interesting. The larger more established companies here such as Sotheby’s International Realty, Village Properties, Coldwell Banker, and Bershire Hathaway are well aware of their smaller counterpart’s claims of greatness.  Also, that these self professing claims are being made without much of a local track record. Curious.

This is only my opinion but many of the new companies claims of being technologically superior to their competition may be a misconception while implementing buzz words in their advertising such as new, cutting edge, or razor sharp technologies…phew.  But then again, if these claims by these new companies results in the local real estate practitioners here improving their technological skills that could be good for everyone. 

What I perceive to be the two most significant areas in technology for real estate professionals are paperless transactions and professionally produced videos. Even though the truth is that these technologies such as Matterport 3D photography (not a fan of) and aerial imagery have been around for for a while it’s only recently that real estate professionals here in Santa Barbara have begun using them? Other than 3D and aerial imagery most everything now can be accomplished with a smart phone or tablet. Most property searches are done online, and more and more people searching for property are using their mobile friendly devices.

In this post I’m avoiding discussing at length the new Zillow.com like apps that give you a “Quickie” valuation of a property. If you think you can walk into a bank with a “Zestimate” and get a loan you’re mistaken. Appraisals, evaluation methodologies, and Comparative Market Analysis takes more than an algorithm to come up with an accurate property value. An algorithm has no idea what condition the property is in, or if improvements have been made. These new apps make for great show and tell but oftentimes are misleading (just like Zillow).

Does your agent and their company have a mobile friendly web site that offers local property searches? Does your agent  use social media and blog to promote your interests? The future has been here for years and curiously not everyone here in the Santa Barbara real estate community has embraced it? What’s in your best interest when you hire someone to find you a home, investment, or sell your property? Does technology matter in today’s real estate marketplace? I would suggest very much so, but that’s just my opinion.

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