I Spy

We've all heard the phrase "buyers are liars" before. But how about this? Buyers aren't liars, they just don't know what they want until they find it.

The thing is, brokers and agents have access to data that can clue them in to what their clients want before their clients even know themselves. Search data is the key to this knowledge. With it, you can see exactly what your clients are searching for--what types of properties, neighborhoods, what price range, and more.

There are plenty of tools agents can use to access this information--VOWs, IDX websites with integrated CRMs, and client servicing platforms like Listingbook (check out our video for a demonstration of this in action).

Even drip email programs that provide analytics can offer some insight, as well. If you include listings in your email blasts, a program that is able to track who clicked what link can help you gauge an individual's interest. (Tip: Anyone who clicks on a listing link should be considered a warm lead and should be followed up with immediately!)

With information like this, you can make your buyers' home search process by recommending the properties that best meet their needs. Note that these may not be the needs your clients tell you they have; these are the needs their search habits are revealing--needs that they may not be fully conscious of or able to articulate yet.