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NO. 473 | A JWC MEDIA PUBLICATION
THE TECH EDGE TECHNOLOGY HAS REVOLUTIONIZED THE REAL ESTATE INDUSTRY BUT ACCORDING TO LOCAL REAL ESTATE PROFESSIONALS, ESTABLISHING AND MAINTAINING GOOD RELATIONSHIPS BETWEEN REAL ESTATE PROFESSIONALS AND CLIENTS REMAINS THE KEY TO SUCCESS. BY MITCH HURST THE NORTH SHORE WEEKEND
Three decades ago, homebuyers were completely reliant on their real estate brokers to get information about properties that may be of interest to them. Before the internet, they couldn’t see pictures or listings of homes or gather data on their own about homes or the communities in which they were located. To say that everything has changed is an understatement. Welcome to the brave new world of Artificial Intelligence (AI). Consumers now approach brokers loaded with data from a variety of listing sources and are much more educated about what they want in a home and community. Brokers have new tools to help clients pinpoint just the right home, or help sellers market their properties to just the right potential buyers. Amanda Zick is a broker with Compass in Winnetka, and she says that while consumers have direct access to more data, that doesn’t mean many of the traditional rules that drive the relationship between brokers and clients don’t apply. “Consumers have more information at their fingertips than ever before, and I find that most of my clients have done a lot of housing research on the web,” Zick says. “However, as This home at 113 Woodley Road in Winnetka was recently listed by Jena Radnay of @ amazing as AI is, it cannot supplant human properties. It features 10,000 square feet of living space with an elevator servicing all knowledge and insight.” four floors.
Zick says that as an agent she understands how to analyze the market and a home with a deeper understanding of what gives a home its value, she’s able to advise her clients with her knowledge of the market and trends, quality of construction or finishes, and how best to negotiate on their behalf. Also, as a local agent, she can share her knowledge of the local communities, including schools, neighborhoods, and businesses. “Some feel that all of the advances in technology eliminate the need for a personal approach,” she says. “However, quite the opposite is true. AI is amazing, but human communication is more critical now than ever to help clients navigate and understand all of the information coming at them.” Compass provides a technology platform through which Zick can create individually tailored collections of listings for buyers and sellers and digital Comparative Market Analysis (CMAs) that allows her clients to compare rooms and finishes. She also uses digital ads on Google, Facebook, and Instagram and customized videos for clients and potential buyers, “Technology doesn’t make a broker great, but a broker can’t be great without technology," Zick says. “So, I use the best technology platform there is to help my clients succeed and that gives me time back to spend with my clients or working on their behalf.” Louise Eichelberger of @properties in Continued on PG 10
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November 10, 2021 | 9-11AM
Saints Hope, Faith & Charity School
SAINTS FAITH, HOPE & CHARITY SCHOOL Join us for our All School Mass at 8:15AM prior to your school tour. Preschool & Kindergarten Registration for the 2022/23 school year begins Nov. 17, 2021. 180 Ridge Ave, Winnetka www.faithhopeschool.org For information call 847.446.0031 or email admissions@faithhopeschool.org