Is The Black Realtor At A Disadvantage In The Age Of The Internet?
The topic of racial relations is nothing new in the United States, and perhaps many countries around the world. For the U.S., however it is still surprising to hear the comments of many well established real estate professionals – who just so happen to be black – that they often still encounter disconcerting looks or questions that they say are never experienced by their white counter-parts. When it comes down to it, every business person, regardless of race, is in survival mode during these turbulent economic times.
What many African-American realty professionals face is a double whammy from the inundation of the internet. First, just like their white counterparts, the web has made selling real estate ultra-competitive as buyers now have a tool which helps level the playing field in the form of providing seemingly perfect information. Secondly, humans are creatures of habit and comfort, and it is often by nature that people will choose to deal with those with whom they have the most in common, and sad but true, that often means choosing to work and associate with people who look like you do. So here is the internet, and it brings a face to every ad and listing. You are looking to move to a new neighborhood, and you go surfing across the plethora of real estate sites looking for an agent or broker to help you find your new home and neighborhood. You see many smiles, who do you choose to call?
So what’s unique in the black community is what sociologists have labeled the digital divide which is the disproportionate lack of access to the internet and broadband technologies compared to other racial groups in the US. So for the black realtor, that means the numbers of people – even if unaware and unintentionally – who are likely to call you are diminished.
For every realtor, regardless of race, the internet has had to be something to face, embrace, and exploit. If you are a black realtor there are tools available to you which may assist in leveling the playing field. There are a number of black social groups, professional associations, and a black business directory here or there which you can dramatically increase your exposure to those who look like you do. Many blacks who are moving or relocating seek out information from their cultural perspective before choosing a new neighborhood, as a realtor you have to figure how to get in front of these potential clients, and again this is an area that internet can help you. With some careful research, you may identify advertising or sponsorship opportunities to help you get in front of these would-be buyers.
Many black realtors state that they are aware there are issues that may not be so pleasant to address, but they remain optimistic and confident in their skills as the final determinant of their success. In this land of opportunity, it is great to see that this mindset is the overwhelming viewpoint had by these professionals.
William Dubois is a freelance writer and contributor for OnixLink.com – The African-American Who, What, Where Guide. He writes on various topics from a black perspective – travel, business, and black socio-politics.
