In fact, things change at an increasingly fast pace. What was true only a few short years ago — say, 2008 — no longer is a truth for many things. Consumer behavior is changing form along the product life cycle of a new piece of electronics, for goodness sake! If you don't have a grasp of what an iPhone's capabilities are, or what the new tablet apps can do, you are certainly missing major opportunities in reaching customers.

On the other hand, there are those who stand steadfastly to the maxim that a customer responds, truly, to a handshake and looking in someone's eye. I believe this to be true, too — especially here in Central Pennsylvania, where business relationships stand the test of time. Real estate clients are like any other, wanting integrity, accountability and professionalism — all things an iPhone (for the most part) simply cannot deliver.

Which brings us to the true "engine" that drives the real estate industry on all fronts: personal referrals.

National statistics show that 50 percent of real estate customers chose their agent via a personal referral — family, friend, coworker. This is a critical source of an agent's business, and I would submit one that's sorely overlooked for its potential. It's a dynamic combination of the two factors noted above: consumers value the personal investment of another in their success, and the consideration given by a referral. Then, the prospective referee is vetting the business contact in the context of their grasp of today's business culture. This vetting can be the undoing, however, of even the best personal referrals. What, no social media participation? No blog? No website? Didn't answer the first phone call? Hmm. In this scenario, the possibility of getting to the handshake phase falls into jeopardy, especially for the younger consumer who has minimum expectations.

Today's real estate pros need to plan, in 2012 certainly, to shore up their response plan to the changing marketplace, adapt to the "new normals" and cultivate their "sphere of influence." A successful approach will yield more personal referrals and ultimately more "invitations to the dance."

Jeff Geoghan is vice president of marketing and communications for Coldwell Banker Select Professionals and Select Services, based in Lancaster City, with 10 offices in eight Central Pennsylvania counties. Jeff lives in East Petersburg where he also serves as mayor. Jeff has been actively involved in local government and business and has been used as a source by local, regional and national publications.