The Paperless Agent isn’t just a collection of tools for Realtors. It’s a way of life.
Just ask Garry Wise, the founder and face of the company. This is a company that never stops learning.
“One thing that we've been noticing is it's all about specific knowledge and expertise around geographic locations,” Garry shared. “That's what we call local market mastery.”
Helping real estate agents showcase and share their local expertise is the heart of the Relola app, which is free for all Realtors. And Garry embraced that fully.
“We as realtors have to get past the misconception that our value proposition is the data that we have -- because everybody has that data now! What consumers want is that specific knowledge and interpretation of what this data means to them and their families.”
That data is what we at Relola call context -- beyond the listing details.
For Garry, it’s what's going on in a neighborhood. It’s a look at the geographic area. It's the lifestyle points. Consumers want know what's going on with development. What is the city doing? What is going on with code enforcement? What is going on with buildings and improvements? That, that's what they want. What's the walkability? What's it like to live in that place?
“But we don't really have a way to share that,” he said. “We don't have a way to crowdsource that information and hand deliver it to the consumer... until now.”
And that is what Relola is here to accomplish. Helping Realtors be relevant with the local expertise they have in spades.
Garry had a chance to use the Relola app in an unlikely place: Italy. While not his home real estate market, he was able to experience creating a map of all the local places he enjoyed on his trip.
He also dropped dozens of pins in his local market of Austin, sharing insights on everything from his favorite restaurants to the yoga studio he attends and grocery stores he frequents.
“What’s really interesting is when consumers keep noticing the same individual over and over again providing that value and that information and that interpretation of what it's like to live in that neighborhood, what happens is trust gets build.”
Because consumers can get what they want everywhere else. But in real estate, they need a trusted advisor. So why is that so hard to come by?
“We are marginalizing ourselves,” theorized Garry. “And it's simply because we're not offering consumers what they want. We think we are, but we're not.
So consumers look at us and say, ‘Okay, of the 12,000 licensed real estate agents in Austin, they all offer exactly the same thing. They're all the same.’
And that’s when consumers want Realtors to differentiate on price.
“It's not that we're not different. “It's just we're not sharing with the consumer what our local market mastery, our knowledge, our expertise, is. We're not offering that to them in a way that they want to consume it.”
To that end, Garry and Paperless Agent created a Local Market Master certification.
Garry’s advice to agents is simple. Choose the right market. And once you choose it, immerse yourself into the experience of that market.
“You've got to know absolutely every home that is on the market, everything that's gone under contract, everything that has ever sold there. You need to network with the other real estate professionals in that market. You've got to go around to the owners of the local shops, the coffee shops, the library, the, like, the restaurants, whatever it may be. You need to know those inside and out.”
If you’re interested in more of the philosophy of the Paperless Agent, simply go there to learn more. They offer weekly free educational training seminars online every single week. You can also learn more Facebook or Twitter.
And of course, get started showcasing your own local expertise with Relola!
Meet the Unicorns is a video series where Relola sat down with unique thought leaders from all over the world of real estate during the National Association of Realtors Annual Conference & Expo. They really are one-of-a-kind, and it's our job to celebrate that!