Think back to when cable TV was first introduced.  It changed the television viewing habits of millions of Americans, however the big 3 networks were still king in ratings.  Then came along a 4th network.  Today there are hundreds of channels, and while the Big 4 networks still maintain good ratings on certain shows, there is much competition for the eyeballs of viewers.

Content Isn’t King Trust is King

Just a few decades ago a great real estate marketing campaign consisted of postcard mail outs, newspaper ads, and maybe some image advertising like a bus bench or car wrap.  Today image advertising has its place, but it’s not going to be the single thing that attracts buyers like it did in the past.

Buyers search for credibility and content.  Listing sites like have all the listings and updates every 5 minutes.  Others like,, HGTV, Zillow, Trulia, and others also compete in the online space.  These are sources buyers search for content

Others like,, HGTV, Zillow, Trulia, and others also compete in the online space.  These are sources buyers search for content.

Content is what gets people interested, but it’s not necessarily what makes them purchase.  Some people believe that Content is King, but we believe Trust is King.  Trust is the difference between having general interest and actually pulling the trigger.

Imagine you had a son or daughter going off to college in a large town clear across the country.  Campus housing is full, so you must find her an apartment.  Parents are typically concerned about costs, convenience, safety, and terms.

Can she walk to classes or must she drive?  If she must drive, is there parking available.  How much will the apartment cost?  What are the terms?  How long is the lease?  If she goes to school 9 months she may not need a 1 year lease.  Is it a safe neighborhood?

Searching for a home or 2nd home is not much different.  Buyers ask similar questions.  They want to know the neighborhood, it’s proximity to shopping and things to do, and if it’s a good investment.  They want to know average prices, historical changes, and if the area is likely to improve.  They want to know what the job market looks like and if the area is likely to go up in value or decline.  People want to make a sound investment.

All these questions go to trust.  You have to trust the person you’re dealing with.  All the computers in the world can’t answer the simple fundamental question.  What does your gut tell you?

People search for content, but they buy with trust.  This is why these portals can create interest, but it’s the person behind the portal who answers the emails or answers the phone that makes the difference.  If people don’t have a good feel for the area or trust their gut instinct, they won’t buy no matter how good of a deal it may seem.

Yes, our team participates and pays big dollars for our website and the big portals.  We appreciate the interest these sites create.  We spend a lot more money that most to create that interest, both online and in print.  By the way, print is not dead.  You’re reading this now in the newspaper.

The point is our team takes great care to forge a bond of trust with each customer.  We don’t care what you buy so long as it matches what’s right for you.  Maybe you’re not ready to buy, and that’s OK too.  We seek to listen to you so we can find out you’re your needs are.  We can educate you on our market, but if we fail to listen properly we won’t get to that gut feeling you need.

There’s an old saying that goes “People don’t care how much you know until they know how much you care.”  We care to get it right, and what’s right is whatever is best for you.  Each customer is different and has different wants and needs.

Let our team help you achieve your dream!  Call us at 239-489-4042 or search online at

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