Out of the box

E-marketing and broker skills

Ismail Al Hammadi

November 24, 2020

In a survey conducted by a local newspaper on its website last week about the approved sources for viewing real estate ads, whether in the area of ​​sale or rent, the largest percentage of social media platforms came at the expense of newspaper, television, radio and outdoor ads.

The results of the survey confirmed the importance of social media platforms and e-marketing in the real estate sector, but it is now an inevitable necessity that cannot be dispensed with, but it does not bear full fruits if the human element is absent from it. Some e-marketing operations for real estate may be among the most successful marketing operations in terms of design and content method. And the largest cost, and its owner reaps a huge base of potential buyers, but the result is zero in the end, and no sale has been completed!

Meaning, "The operation succeeded, but the patient died."

What I want to clarify in this point, and what we must all realize, is that social media platforms are one of the means used to reach customers, just as they were before advertisements in written newspapers, radio, television and outside advertisements, while they do not eliminate the role of the real estate broker, which He has the greatest responsibility to convince the customer of the deal and complete it.

If we combine the skills of electronic real estate marketing with the individual skills of the broker, the yield is better than what we expect, so I always advise that we do not rely entirely on social media platforms in marketing real estate and eliminate the role of the human element in it and the skills of the mediator, because it is important to complete deals, especially in the field of sale that takes place through platforms Social media, why?

First: Because the presence of the mediator and his interaction with the potential buyer confirms the credibility of the advertiser, and confirms the credibility of the advertisement, and that the unit or project marketed for him actually exists in a legal capacity in reality, thus instilling confidence in the same buyer.

Second: Because the direct interaction, take-and-response in the conversation between the broker and the potential buyer has the effect of revealing the full details of the property to the dealer, and thus the two parties form a clear picture of what is available and what is desirable.

Third: Because the mediator can fill the gaps in the advertisement that affect the thinking of the customer, as well as influence his hesitant decisions and urge him to complete the deal in a fast mechanism.

Therefore, the human element is very important in the success of e-marketing operations, but with the availability of special skills that the real estate broker must possess to complete transactions successfully, the most important of which are professionalism, mastery of the arts of response and choosing the appropriate words to talk with the customer (because your cleavage as a mediator with the customer starts from the first call), Smooth handling and speaking in the customer's language that he understands, and for the broker to be familiar with market and project information and to master the language of numbers, which are represented in the spaces, prices, value of fees, and others, to quickly respond to all customer inquiries and the ability to continue to communicate with dealers, and follow their decisions closely.

The required skills are numerous, and the rule remains: If a successful electronic marketing process for the drug is combined with the high skills of the human component (the mediator), then we will say, "The operation succeeded and the patient recovered" instead of "The operation succeeded but the patient died."

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