Agents and brokers around the country are casting wary eyes on Zillow's latest moves. The number of markets in which Zillow is buying and selling property continues to grow. In an industry that has seen more change in the last 24 months than virtually any other, it's fair to respond to all of this with a groan.

Maybe it feels like "one more thing" to navigate around — and a particularly big one, at that. But don't be discouraged.

Zillow is a large, highly visible platform, so it's easy to overestimate its power to "disrupt" the market. Across the U.S., buyers and sellers know Zillow as a convenient platform for finding and comparing properties. But rumors of the death of modern real estate have been greatly exaggerated.

Like any other company, Zillow relies on real estate agents to lead, negotiate, and finalize transactions. As the real estate equivalent of a big box store, it faces an uphill climb convincing buyers in particular that it is capable of delivering the high level of local expertise they need to make informed decisions.

And as a lumbering nationwide behemoth, its smaller competitors are more agile and adaptive.

If Zillow is in your market, you can compete with it. And if Zillow is not in your market yet, you can put in place the technology, processes, and branding you need to set a clear, stark choice before your leads: Local service tailored to your needs or a homogenized and impersonal experience.

Real estate isn't e-retail. It's about relationships. That's where local agents and brokers have — and always will have — a distinct advantage.

Six Ways to Adapt, Grow, and "Zillow-Proof" Your Business in 2021 and Beyond

Let's start with what's right at the epicenter of your locus of control: You. You are at the heart of every relationship you build, online and off. Those relationships, in turn, are among your best assets. Here are some of the top ways to strengthen your relationships, brand, and business:

• Brand and Promote Yourself as a Local Real Estate Expert
  In the coming years, local expertise will be more important than ever. Clients will need agents they trust to evaluate properties, help them choose between unfamiliar neighborhoods, and give them an inside view of the community they'll be joining. Your local insights are a premium asset, so market them well.
  
  
• Personalize the Customer Care Experience at Every Turn
  Personalization comes from knowing and caring about the individual. Learn their needs and goals and use those details to send them only the most relevant content. Customized email marketing can help you keep relationships burning, even if it takes weeks or months for a lead to jump into the market.
  
  
• Build Referral Business into Your Overall Strategic Plan
  Referral business is the ultimate reflection of your ability to build value-added partnerships with your customers — relationships so deep, they will vouch for you to those they care about. But referrals don't usually happen on their own. Instead, you'll need to follow up and ask for them!
  
  
• Focus on Customer Retention, Not Just Lead Generation
  Every satisfied customer you retain is one who will call you in the future. Although customers may wait years between real estate transactions, the lifetime value of their patronage can be very high. Social media marketing from your Facebook business page keeps you connected long-term.
  
  
• Use Social Proof and Online Reputation Management to Your Advantage
  Social proof tells future customers others "just like them" have succeeded thanks to your services. Reviews on platforms like Google and Yelp not only help persuade visitors to contact you, they can also raise your search engine visibility. Get used to actively asking for testimonials when you can.
  
  
• Leverage Opportunities to Make Your Listings Stand Out
  Your listings can be the best in your area if you consistently enhance each home's unique story with photography, multimedia, and interactive features. Properties in Motion is an easy way to enrich property marketing with video tours that save buyers' time and give sellers greater confidence in you.

The Right Technology Lets You Meet, Connect With, and Serve Your Clients at  Scale

Zillow has the benefit of large amounts of real estate data. Yet, it's still not able to use that data as effectively as a small team or a single well-trained agent with the right technology in hand. All in all, there are many areas where it is weak. With the right tools, you can run rings around it.

DeltaNET 6 is the all-in-one solution designed from the ground up with real estate in mind. By providing complete visibility into all your prospect, lead, and customer relationships, you can personalize communications and follow up with pinpoint accuracy at just the right moment. Contact us to learn more or get started.