JL's Columbia SC Real Estate Blog: Has Internet Marketing Made Consumers Trade Quality for Efficiency

Has Internet Marketing Made Consumers Trade Quality for Efficiency


 I doubt that anyone, myself included, will argue with the power of the Internet. Millions of websites on every topic that you can imagine and quite a few topics that I'm sure we can't imagine. All that information right at your fingertips and all you have to do is type in a word or phrase on Google and bam, more than you will ever want to know on the subject. The same is true when it comes to any service industry such as real estate.

 We are constantly fighting for position on all the top search engines in an effort to edge out our competition and reach the consumers first. Internet marketing and research has become so popular these days that the vast majority of buyers and sellers start their research on line prior to ever contacting a Realtor or any other industry professional. With so many options out there and everybody and their brother throwing their hat in the race for Internet dominance, there is plenty of information available to these buyers and sellers as they do their research.

 When buyers finally do decide to do some serious looking at what they can purchase, still on line mind you, they usually fill out a contact form on one website or another. Well, let's be honest, they fill out about 20 or 30 contact forms and then they wait for the first one to call them back. There's no guarantee that the even filled out a form for an actual professional or if they just filled out a form on a lead capture website that uses Realtor listings in order to create leads that they then just sell back to Realtors. There's no guarantee that the buyers or sellers have contacted anyone that actually help them with their hopes to buy a home or sell their current house.

 But, I am starting to wonder if these same buyers and sellers even care whether or not they are contacting someone that can provide them with quality service. Most buyers historically tend to go with who ever contacts them first. That would mean that these days with everyone having a website with some form of lead capture or another, that the Internet is leveling the playing field between the good and bad agents. Once upon a time you just had to go out and create the leads, actually talk to people face to face, and provide good service because word of mouth travels fast. Now, all you have to do is become that first to call, because it may be more about speed and efficiency than quality.

 There's no doubt about the fact that a strong Internet presence is a great thing to have in virtually any business. I do almost all my advertising on the Internet and it's where nearly everyone I work with comes from. But, I always know that at the same time someone is contacting me, they are also contacting several other people and one of us has to be the quickest on the trigger. It reminds me to stay on my toes and constantly watch my email for that next chance to speak with someone. But I wonder if people have really become more concerned with how quickly I reply to an email or how much quality I can put into the service of my clients to meet their needs.


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JL Boney, III - Columbia, SC Realtor - Coldwell Banker Residential Real Estate

 I specialize in Columbia, SC real estate and the surrounding areas, including Blythewood, SC, Kershaw County, Fairfield County, and Lexington, SC. If you are in the market to buy or sell a home in Columbia, SC or any of the surrounding areas, I would love the opportunity to speak with to see how I can help. Thanks for reading and feel free to contact me if I can be of service to you.

Office- 803-788-1450     Cell- 803-730-9601     Email- James_Boney@Yahoo.com

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Comment balloon 14 commentsJL Boney, III • January 14 2009 03:07PM


Hi JL, it is all about quality service whomever you serve. Always keep that in mind.

Posted by Gary Woltal, Assoc. Broker Realtor SFR Dallas Ft. Worth (Keller Williams Realty) about 11 years ago

Hi JL.

It's not the first one to call back.

You know there are a whole lot of hurdles between first contract and closing.

It takes a skilled agent to navigate them.

Thanks for writing,


Posted by Ken Tracy, Helping clients buy and sell since 2005 (Coldwell Banker Residential) about 11 years ago

Jl, I myself just changed company's (7-8 months ago)I left a very large real estate company to go work for another very large real estate company. The new  one.... Century 21 HomeStar really has it all together my broker sends me the leads right to my phone...I then call the prospective client just about on spot...99% of the time I get the listing or buyer....I should say when I want to work with them....I have turned a few down.....I personally believe 1st call gets in...although I do give excellent service....the other company would e-mail leads to my computer and usually it was hours later that I received them...needless to say the client already talked to another agent...guess where...yep...C-21 HomeStar..... It could be that the other company didn't like me but after 6 years not one good lead....peace zane

Posted by Zane Coffin, (Geneva Ohio Real Estate Agent) (Century-21 Homestar) about 11 years ago


I think that service has given way to instant gratification ... if they get a busy signal one time ...they're gone!

Posted by Richard Weisser, Richard Weisser Retired Real Estate Professional (Richard Weisser Realty) about 11 years ago

JL - I agree with Gary on the quality of service.  That, to me, is a time-honored tradition of doing business the right way.  Like the website by the way.

Posted by Jason Sardi, Your Agent for Life (Auto & Home & Life Insurance throughout North Carolina) about 11 years ago

JL - 1st call wins about 95% of the time!  You're right too, sometimes they don't care and don't know what quality they are getting.  I do most of my business by referral, those are some of the best leads you can get.

Posted by April Hayden-Munson, Brookfield Wisconsin Real Estate about 11 years ago

JL...many of these buyers and sellers really have no idea.  I feel the internet has in some ways made people lazy.  They look at the internet as a shortcut to get what they want, but don't follow up on the research of their selection!

Posted by William Feela, Realtor, Whispering Pines Realty 651-674-5999 No. (WHISPERING PINES REALTY) about 11 years ago

Gary- I provide quality service to all those that I work with. Hopefully it will continue to pay off for me in the future.

Ken- It does indeed take skill to navigate from point A to point B.

Zane- Sounds like you made the right move for your business, hope everything goes well for you at your new company.

Richard- I'm afraid that you are right.

Sardi- It is doing business the right way, thanks for checking out the site. I still have a lot of work to do to it.


Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) about 11 years ago

April- 1st call is always important, and referrals are a staple of this business.

Bill- In some ways it has made people lazy, some agents too.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) about 11 years ago

The buyers have changed because some agents give out too much free information.  I am still closing Internet deals after 12 years on the net!

Posted by Jim Crawford, Jim Crawford Atlanta Best Listing Agents & REALTOR (Maximum One Executive REALTORS®) about 11 years ago

Jim- Keep on rillin', thanks for stopping in.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) about 11 years ago

JL-  I have to agree that many times it is the first agent to respond.  Many people simply do not understand that there is a different level of service between agents.  They lump us all together right or wrong.

Posted by Kim Peasley-Parker (AgentOwned Realty, Heritage Group, Inc.) about 11 years ago

Kim- Well, I have been lumped together my whole life, but here lately I have really tried to set myself apart.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) about 11 years ago

very nice articles and nice content posting....

Posted by Best SEO Resellers almost 9 years ago