Real Estate Brokers & Technology

What’s the best way to find Buyers today?

First, find their Realtors.

To do that, it helps to have great technology and a strong market presence.

With a market-leading 20% of the Twin Cities’ housing market, Edina Realty has lots of listings. Every time an agent shows one of those listings, Edina tracks who it is.

One of the latest applications is assembling all that data and making it available to other Edina Realty agents.

So, if you own a home in, say, Edina’s Country Club neighborhood, and list with Edina Realty, your Edina agent can determine which Buyer’s agents are showing similar, nearby homes — then contact them.

On a scale of 1-10, with 10 being a financially well-qualified, motivated Buyer, prospects already working with a Realtor and actively looking in your neighborhood are a 9.8.

By contrast, the online lurker who anonymous clicks on your listing photos — usually to see what your Living Room looks like — is about a 1.2 on a 1-10 scale.

P.S.: Edina’s technology tracks both Edina and non-Edina agents. Does that raise privacy issues? I doubt it, because if you’re an agent scouring a neighborhood for a client, you want to know about upcoming, nearby listings.

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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