The Unrealtor Defined

Under my gmail account, in the space in Google Chat (IM) where you can put a message out to the world of other gmail users, I have "the Unrealtor" as my moniker.  Ben Martin has asked me to elaborate on what I mean by Unrealtor.  I explained to him that it should not be read as Un-Realtor, as in, "I am not a Realtor".  It should be read as UNREAL-tor, as in unbelievable, different, atypical, untraditional. 

To better explain what I mean by an Unrealtor let me contrast it against a Realtor (any similiarity to actual people or events is purely coincidental):

A Realtor will have their headshots on their business cards, signs, store windows, moving trucks,  grocery shopping carts, on every single piece of direct mail and in every print ad they have. This photo will be professionally done and superimposed on a sold sign or it will be a group shot with dogs or kids or hats.  This photo can sometimes be 5+ years old and look nothing like the agent. 

The Unrealtor has no picture on their card.  The only headshots they have were taken against a wall in their office one random day last week.  The Unrealtor has a Flikr album with photos from all the events they attend and they are usually with a whole bunch of people.   They also have a Youtube.com account with video tours.  They have no print ads and don't send out direct mail.  They also don't have magnets, pens, notepads or calendars.

A Realtor has a static website so that they can show their listing clients that they have one.  The entire value proposition is the idx feed.  The site is updated every couple of years, if they can find someone who knows html and will do if for cheap. 

The Unrealtor has a blog, or maybe 2 or 3 blogs.  They update their blogs 2 or 3 times a week.  They have graphs and charts and data that is timely and relevant to the market place.  They provide information and analysis and resources, not listings.  The value proposition is information and expertise.  They don't have an idx feed on their blog.

A Realtor pays newspapers to advertise their listings. 

The Unrealtor puts their listings on 30+ websites for free.

A Realtor uses adwords to get their websites to the top of search results in 20 or 30 categories. 

The Unrealtor lets the natural SEO of their blog push them up to the top of search results in hundreds of search results that extend all the way down the long tail.

A Realtor wants to keep the information in the MLS away from the public because they feel it is a primary source of value. 

The Unrealtor wants to let the public have access to this information because they know that the public is getting the information from other sources already.  The Unrealtor feels that their value is interpreting the information and providing expertise during the transaction.

A Realtor calls friends to socialize. The Unrealtor checks Facebook, Twitters and text messages their friends.

A Realtor's target market is downsizing Baby Boomers. The Unrealtor's target market is first time buyers in Gen-Y and Millenians as well us growing Gen-Y families and Gen-X'ers.

A Realtor is Traditional.  The Unrealtor is Digital.

Comments

[Jeremy Hart]

Then I want to be unREAL. Nice job, good to meet you guys last week in Richmond.

[Nick]

Beautiful article, I look forward to the market of UNREAL-tors growing.

YOU ROCK!!!! This is great stuff.

[Frank Borges LL0SA- Broker FranklyRealty.com]

NVAR busts me for using NVAR in a Facebook page...

Unrealtor? Maybe Unagent.

You're just asking for it, but I can't wait to see what happens.

I wish you the best of luck.

Frank-

[Jovan Hackley]

(giving you digital dap) I think UnREAL-tors need their own designation or something. What if associations linked to active rain? Instead of "find a REALTOR", how about link for "TALK w/ a REALTOR"?

[Brian Bloc]

No doubt the UnREAL-tors are the successful REALTORS of today and the future.

[Heather Elias]

Awesome...I love it...'providing expertise' comes from long hours of research, experience, and education, which is why there are so few 'UnRealtors' around. Kudos!

Heather

[jay]

So true! And let's not forget how frustrated and threatened so many realtors are by we unrealtors. I had to put up with crapola this week because of negativity by other agents communicated to my broker. Does anybody have a freakin' sense of humor anymore? For every complaint by a consumer out there about an unrealtor post I may write, I'll guarantee that a TON of "first time buyers in Gen-Y and Millenians as well us growing Gen-Y families and Gen-X'ers" that are loving the blog posts. Doesn't my broker get that? Who should we try to please, the easily offended or the huge information starved consumers out there who love the authority and transparency of the unrealtor?

Peace out brothers & sister!

[huntsville pr]

Wonderful article. You mentioned that the unrealtor post listing on 30 website for free. What are those websites? thanks

[Keith UNREAL-tor]

Matthew ~ Nice job as always! p.s I am looking for my formal application so I am not violating UNREAL-tor designation requirements ;-) Keith

[Ashland MA Homes]

There is no question a good(Un) Realtor is stepping outside the box and doing all the things you mentioned. I am not sure about not having a picture on you business card...that one did not make sense?

[Tony Arko]

Our thinking about having a picture on a business card is that it is completely unnecessary. What does your physical appearance have to do with your knowledge or real estate and your ability to advise your clients? I cannot think of any other profession so vain as to need their picture on a business card. The only comparison would be models and actors and they don't have business cards, they have headshots and their appearance is very important for their professions.

[Ashland MA Homes]

Tony there are many people who a very visual and will remember a face easier than a name. I guess if you are not considered the most attractive person in the world it could work against you. I am in agreement with you that it doesn't have anything to do with your skills. There are plenty of Realtors who have pictures that are ten years old...this isn't the best idea either.