2. The Buyer

In Order to Attract Potential Buyer Clients, You Must Know the Answer to:  Who are the buyers?  Where do they hang out?  What do they see, read, and hear?  How do they gather information?  What services do they value?  How do you make contact? Page 18

Buyer Profiles Information Sources Used in Home Search All Buyers Age 18 to 24 Age 25 to 44 Age 45 to 64 Age 65 + Internet87%92%94%82%56% Real estate agent Yard sign Open house Print newspaper ad Home book or magazine Page 19

Closer Look at Internet Searchers  Most likely a married couple  Median age: 37 years  Median income: $77,300  Length of search: 10–12 weeks  Before contacting an agent: 2 weeks  Visited 12 homes Page 19

What Buyers Want Page 20

Discussion Question >In groups, brainstorm at least 2 additional ideas for the category (Find the right home, Negotiate price and terms…) that is assigned to you. Page 21

Success Stories Page 22

Blog Post Page 22

1 st Step in the Home-Buying Process Looked online for properties Contacted a real estate agent Looked online for info about the process Page 23

Assistance  Make process easy and quick  Streamline procedures  Communicate respect for client’s time  Offer ways to help buyers through the process Page 24

Accessibility Communicate with buyers based on their preference Make yourself available Offer multiple ways to contact you Respond promptly Provide information buyers want Page 24

Transparency >Buyers want to be active participants >Want to know what is happening and how at every stage Houston Association of REALTORS  Agent Ratings Page 26

Autonomy  Buyers initiate transaction on their terms and timeline  Buyers want anonymity and independence  Agents should offer information freely to remain top of mind Page 27

Discussion Question >In groups, brainstorm at least 2 additional ideas for the category (Assistance, Accessibility, Transparency…) that is assigned to you. Page 29

Permission Marketing  Traditional techniques rely on interruptions  Permission marketing based on consumers opting in  Consumers give companies permission to contact them in return for something of value Page 30

Helpful Information Postcard Page 31

Accessibility: Call to Action Options Page 31

Exercise: Buyer Challenges and Solutions >Challenge 1: Live in fast-paced, technology-driven world >Challenge 2: Stressful jobs and personal lives/time pressures >Challenge 3: Limited resources >Challenge 4: ________________________________ Page 32