Hi everyone! Thanks for stopping by our blog. Today is a very important day for RealDirect. We announced our business, our backers and our first client.
I hope the pages of our website do a good job of explaining what we do, but I wanted take a moment to explain the backstory of why we created RealDirect.
As a web marketer, I have noticed over the years the declining importance of traditional offline advertising for selling things. It all started in the late 90s, when people began relying on search engines to find things they wanted to buy. As search and online advertising became an increasingly important form of marketing, it became apparent that if you wanted to sell anything in volume, you needed to market it online. And unless you did this as a part of your day-to-day job, you probably needed some help to get it right. There was born the Online Marketing industry. (And there began my 10-year career running online marketing companies.)
Interestingly, certain industries that are particularly suitable for online marketing were slow to adopt the new form. And as a former real estate lawyer and a full-time real estate junkie, I found the Real Estate industry was a most glaring example. This happened for a variety of reasons, but for the most part, those reasons have disappeared in the past few years, leaving an industry that is still catching up. On the buy side, there are great real estate search engines like StreetEasy and Zillow (and many others), but there were few places for sellers looking to use technology to sell their homes in a new and better way.
I have sold a few apartments with the help of agents (some great, some not so great), and it occurred to me that what was needed was an online marketing platform geared to selling real estate that would dramatically improve the efficiency of the transaction. This platform would enable marketing across all types of media (search, display, online and offline) as well as offer efficiencies over the traditional way of creating a listing and marketing it to buyers. But it would go further than that. It would also tap into the vast amounts of data generated by real estate transactions that have only recently become public – and use this data to coach the seller from listing to close.
RealDirect is that platform. Our goal at RealDirect is to make the home selling process easy enough that a non-pro can do it well and save a lot of money in the process, but also offer full-service options for those that don’t want to do it themselves. And we do it by tracking each listing’s performance, crunching data and offering personalized, real-time recommendations to ensure an effective sale.
But the fun doesn’t end with technology. While spending the last year building the platform and talking to real estate industry pros, home owners and investors, we quickly became acquainted with the negative connotation associated with The Real Estate Agent. While I can honestly say that some of the smartest, most honest people I know are agents, we recognized that there is a built-in conflict of interest with how many seller/agent agreements are structured, and how agents are compensated. Our secondary goal was to eliminate these conflicts and offer complete transparency in the selling process–and to save the seller a lot of money along the way. That is why we offer smart commissions and fee for service approaches for our clients. In the end, our clients have the power to decide how they want to work with us, and how they want to compensate us for our services.
So if you are considering selling your home in NYC, be sure to check out our services. And please use the feedback tabs to let us know what you think. Thanks for reading!