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Reacting to John Rowles’ post, Jim Duncan has been talking about the RPR idea for years, and I read a little more about it today, having been tipped over the weekend by Tom Johnson. My take: Yawn.

RPR is not the generals fighting the last war, but the war before that. Apparently, the NAR still believes that the added value of real estate representation comes from hoarding data. RPR is their attempt to put a new fence around the data, having let the last set of barriers fall to Realtor.com and to IDX.

It’s twice funny to me, because not only is that war already well won — by the consumer — so is the true last war, the Battle of the Realty.bots. After all of this chatter, none of this shit has turned out to mean anything in real life.

I mean nothing. I’m convinced by now that no one who does not actually represent buyers and sellers has any clue about what is going on in the real estate market. We don’t search for listings — our clients do — and our position is stronger than ever. We post our listings wherever we can — and our position is stronger than ever.

I’m no friend to any restraint or restriction on trade, but buying or selling a home is a lot more complicated than it was four years ago. Our clients don’t need flashy web sites, they need agents who know how to navigate the shoals of the transaction.

RPR, MLS, VOW, IDX — all of this goes away when we do away with the co-broke. In the mean time, it’s deck chairs on the Titanic, at best, one more dipshit time-wasting “tool” to mask sales-call reluctance.

Notes for the grunts on the ground:

1. Motivated buyers and sellers will not go through a middleman in the early phases of their search. This is 1974-style thinking from the NAR.

2. Motivated buyers and sellers don’t care how they found you. They care about what they found: Do you know your shit? Can you deliver the product? Is your word any good?

3. Whether or not the information you have is better than the information they have is meaningless — to them — until they have resolved to rely on your judgment.

Ergo: There ain’t no substitute for salesmanship.

I’ll play with this toy when it comes around, but that’s because I’ll play with anything. My IDX software is the same as my MLS software (FlexMLS from FBS), and so my clients are searching from the exact same database I use. This is a huge marketing benefit, one that will not be easily replaced.

Even so, the notion of a national MLS is absurd, so it’s most likely purpose is not to re-enslave the data (impossible), but, rather, to attempt to re-enslave the agents. Even that objective would seem to be doomed to failure, but it’s another problem easily corrected by getting rid of the co-broke.

Meanwhile: I don’t care.

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Would you like to know what the #1 obstacle is to achieving success in the real estate profession?  If you did know, would you create a marketing campaign around it and start knocking the ball out of the park?  I love marketing campaigns.  I love creating them and prodding them into action; I even love writing about successful real estate marketing campaigns.  But the truth is, the biggest obstacle to our success isn’t a lack of good marketing ideas.  It’s not the economy or interest rates or the inventory.  It’s actually nothing “out there.”  That’s because there’s nothing “out there” nearly so scary or powerful or destructive to our success as we are to ourselves.  That’s right: our #1 obstacle in Real Estate… is us.  We all carry around a few self-doubts, maybe even a few “I can’ts.”  If asked, I bet you could list five things you don’t like about yourself without even putting much thought into it.  It’s as if we’ve gone on a date with ourselves and halfway through dinner decided we’re not good enough for the other person at the table… and the other person is us!

Knowledge is power and knowing that we are our own biggest obstacle is very powerful. Yes, you have to have goals.  Yes, you need a marketing plan to achieve them.  But I guarantee you that plan will be much more successful if its very first step, is to fall back in love… with yourself.  Sound a little corny?  Maybe easier said than done?  Fear not: I’m going to leave you with a small, powerful two-word phrase for that all-important first step.  Not long ago I was talking to my 7 year old son and I was congratulating him on figuring something out for himself.  He immediately threw his arms into the air and said “Yeah Me!”  No pretense.  No guilt.  Only genuine admiration.  Imagine that: “Yeah Me!”

Go ahead, try it yourself.  Stop reading for a moment, put your arms in the air and say “Yeah Me!”  Come on… say it with feeling - really mean it.  “Yeah Me!”  Does it feel a little funny?  Make you feel a bit awkward; a little self-conscious?  That’s not unexpected; remember, we’re the same people who decided we weren’t good enough while on a date with ourselves!  Try this: for the rest of the day say “Yeah Me!” every chance you get.  Say it at least 100 times and mean it every time you say it.    Hold a vision of yourself, goals firmly in hand, during that brief moment it takes to say “Yeah Me.”  Most importantly, don’t stop doing it all day long.  You see, the moment it stops feeling funny is the moment you discover how successful you can really become.

“Yeah Me!”

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It’s cash-for-clunkers time in the real estate market.

Last week, in addition to extending the $8,000 first-time home-buyers tax credit for another six months, Congress added a new $6,500 tax-credit for move-up buyers.

The credit can be applied for homes selling for as much as $800,000, and the income limits exclude almost nobody.

You have to have lived in your home for more than five years out of the last eight, but that’s hardly an onerous restriction. And homeowners who have put down roots have equity.

Remember that capital gains on your primary residence are excluded from taxation if you have lived in your home for the past five years. But the way the government is spending money, that exclusion cannot last.

But, but, but… Your home isn’t worth what it was in December of 2005. That’s true, but it doesn’t change anything. The home that you can buy now was also selling for more four years ago.

Here’s the way things really shake out: If you have equity in your home, you can take that equity as a tax-free profit — for now. At the same time, you can snag the $6,500 tax credit. And you can do all of this at historic low interest rates.

If your house is worth $400,000 and you only paid $300,000 for it, you could reap a gain of $100,000 — which would save you thousands of dollars in taxes. If you wait for prices to go higher, you may wait a long time for a much smaller return. And the house you buy then will have appreciated, also.

I think we’re looking at a perfect storm for homeowners with equity: You can move now, take a tax-free gain, get a lot more house than you could have bought a few years ago, all financed with a low-interest mortgage. And then, next April, Uncle Sam will write you a big fat check for your trouble.

On second thought, this is less cash-for-clunkers than the taxpayer’s revenge…

 
Sell this idea! Feel free to share this idea with your clients and prospects — in your blog, by email, on the phone. This is big, and the more we talk about it, the bigger it will get. Yes, it’s insane, but for once the hardworking American people will be on the sunny side of insanity.

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More tomorrow…

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I think it should be obvious by our lack of self-promotion, but we ended up not putting anything together for BloodhoundBlog Unchained in San Diego. I can’t speak for Brian, but I’ve been wall-to-wall with work for months, and I haven’t had time for anything else.

I’ll go through the PayPal records tonight to make sure everyone’s money is refunded.

Meanwhile: If you see any NAR grand poobahs, be sure to kick ‘em in the shins for shifting all your November move-ups into December. Christmas may be good, Thanksgiving not so much…

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The Washington Post:

Under the housing program, people seeking to own a home for the first time in three years would receive an $8,000 tax credit if they sign a contract by April 30 and close on it by June 30. Current homeowners who are buying a new primary residence would be eligible for a $6,500 tax credit starting Dec. 1 if they owned their home for five consecutive years in the previous eight.

The timing is more lenient for military families who have been deployed overseas for 90 days or more in 2008 or 2009. They would have until April 30, 2011 to sign a contract.

But the measure limits the purchase price of the home to $800,000. It also imposes income caps so that people who make more than $125,000 annually and couples who make more than $225,000 would not be eligible for a refund. Anyone who collects the tax credit but sells their home within three years of buying it must return the refund.

The program is estimated to cost $10.8 billion.

The passage of the tax credit provision was a huge win for the real estate industry, which has been lobbying aggressively to extend and expand the program. They say the tax credit has helped boost sales and clear out a glut of lower-priced homes, especially foreclosures, and that ending it would be a blow to the housing market’s recovery.

But critics of the program, including some economists, say the program is far too expensive. They say that most people who used it would have bought homes anyway. They attribute the uptick in home sales in recent months more to low prices and record low interest rates.

Questions for the lenders: The tax credit for move-ups doesn’t commence until 12/01/09. What about first-timers? Can they be under contract now, or do they need to wait until after the end of the month.

More: Do I read this right? Can you “move up” after having rented for the last three years?

I hate this, of course. The real estate market can’t shake out if we won’t let it. But as listers of higher-end homes… Thus does the legislature make whores of us all.

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Yahoo News:

Can’t pay the mortgage? You still might be able to stay in your home. Government-controlled mortgage company Fannie Mae is going to give borrowers on the verge of foreclosure the option of renting their homes for a year.

The change announced Thursday could give a temporary break to thousands of homeowners, but critics question whether it will only add to the mushrooming losses at the company, which has received billions in taxpayer money.

The new “Deed for Lease” program will allow homeowners to transfer title to Fannie Mae and sign a one-year lease, with potential month-to-month extensions after that. It also helps save money because the lender does not need to complete the often lengthy and time-consuming foreclosure process.

The program helps “eliminate some of the uncertainty of foreclosure, keeps families and tenants in their homes during a transitional period, and helps to stabilize neighborhoods and communities,” Jay Ryan, a Fannie Mae vice president, said in a statement.

It also does less harm to the borrower’s credit record.

“It shows that you put your best effort to work out a solution,” said Gabe Del Rio, director of homeownership at Community HousingWorks of San Diego.

However, Mike Himes, director of homeownership services at NeighborWorks Sacramento, said the industry should push harder to modify loans at lower monthly payments. “The preferred option is allowing people to retain ownership,” he said.

Fannie Mae executives said the rental program is designed to help delinquent homeowners who don’t qualify for a loan modification, but still want to stay in their homes.

To qualify, homeowners have to live in the home as the primary residence and prove that they can afford the market rent, which will be established by the management company running the program. Rents are based on current market rates.

The plan is expected to be particularly attractive in places like Phoenix or Orange County, Calif., where homeowners are stuck paying large mortgage bills on properties that are now worth far less than they originally paid. At the same time, rents have been falling in those areas and homeowners may find they are paying far less to live in their home.

In Orange County, for example, the average monthly rent for all apartments was about $1,450 in September, down nearly 8 percent from a year earlier, according to research firm MPF Research. In Phoenix, the average renter paid about $720, also down about 8 percent from last year.

Still, based on a similar program, the effort is likely to attract a relatively small number of homeowners.

In the first nine months of the year, Fannie Mae took ownership of nearly 2,000 properties through a process known as a deed-in-lieu of foreclosure. That pales in comparison to the 90,000 foreclosed properties the company repossessed in the period.

Deed-in-lieu works like the new program, allowing homeowners to turn over title to Fannie Mae, but rather than renting, the owners simply walk away.

While Fannie Mae executives say the company’s motives are community-minded, critics say the company is simply gambling that the properties will eventually sell for a higher price. That’s folly, says Peter Schiff, president of Euro Pacific Capital in Darien, Conn., and a longtime bearish investor.

“Taxpayers are now going to own all these houses that (Fannie Mae) should have unloaded,” he said. “It’s going to cost a fortune.”

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This was in my email this morning, spam from LinkedIn.com:

Joel Burslem is no longer Director of Product Development at Vook

Means what, I don’t know. Deck chairs on the Titanic. There is no huge surging mass of sub-literates demanding even easier-reading access to the half-shouted profundities of Gary Vaynerchuk. Love him or hate him, the guys lives and dies in video. He cannot be caged by a page, no matter how stylish or expensive or electronic that page might be. The book is a dead letter, so how could the Vook not be an even-deader letter? You cannot even pretend to believe otherwise unless you are in the pay of Brad Inman.

But: None of that matters. The Vook is instructive because it teaches us a host of interesting lessons about how to fail in business. Big names. Big funding. Design budget. Attractive product that works. Fancy offices filled with bigfoot corporate types. Even Aeron chairs, I’ll bet. What could go wrong?

Only this: There is no market for the product.

Remember that “find a need and fulfill it” bit from Business 101?

Can you name even one person who has confided to you, “You know, I’d probably read more if books were more like television?”

“I’d sure like to read more books, but the books I want to read are interrupted at intervals by bad actors enacting bad scripts.”

“What I want from books requires a sub-woofer!”

That’s a disaster from day one, and I have been ridiculing the Vook since first I heard about it. But even now, I can see an actual use for this technology: How-To books: How to build a rocking chair in 24 easy steps or The Kama Sutra for Klutzes. Those could sell, because they answer a need that can be served by both text and video. Even then, though, they’d be better as web sites — easier to control, easier to revise, etc.

But let’s go back to the Vook’s original marketing problem and try to solve it in a better way.

Brad Inman is a choke-point dinosaur. His goal was to come up with a “blade” dispenser — a relatively cheap razor that could be used to sell higher-profit “blades” over and over again. Gillette’s razors, Kodak’s cameras and Amazon’s Kindle device are all examples of this very-common business model. Because he has worked his whole life in publishing — selling vast quantities of a publication no one reads — he naturally gravitated to publishing for his new venture. He has a background in video, also, and video — unlike paper — is not easy to produce, reproduce, exhibit or copy. If anything could make a book into a “blade,” it would be video.

Except that books themselves are dying as an information transmission medium, dedicated devices you have to schlep around are an anathema and no one is crying out in desperate need for badly-animated comic books starring Gary Vaynerchuk.

I had two words for this idiot product when it was announced: Market research.

The Vook is just a dumb idea, but the base idea — a dedicated device that people are willing to pay added-value fees to gain access to — that may not be completely off the wall. Or maybe the place for an idea like that is on the wall.

Look at this:

That’s a beautiful photograph. So it this one:

Those are just two news photos I found today on-line. There are hundreds more, just as striking, taken every day. And there are millions of other very striking photos that have been taken over the decades. And thousands of drawings, illustrations and paintings.

High definition video monitors are the perfect picture frames, and we are soon headed for the day of video fabrics that will work like wall-paper — and eventually like garments.

We are on the cusp of an age when the quantity of available video screens will be massively increased — and every one of them is going to need programming.

For now, a dedicated device could connect a big Aquous-like monitor to a net-based service that fed images to that huge screen.

This is programmable art as decor.

You already have big picture frames all over the place.

You already have a small USB-fed picture frame on your disk, filled with eight gigs of family photos.

A device like this combines the two: Huge, striking graphic images that change at intervals — an evanescent art far better than you can afford to purchase in atoms, but yours for pennies a day when sold to you as electrons.

You’re already paying for decor. All we’re doing is turning decor into “blades” — something you purchase continuously, rather than only when you change homes.

That’s a business.

Your mood is programmable — on the fly. The intervals, the arcs of the color wheel, the tone and tenor of the images themselves — all controllable by you.

This is something people would pay for. This is something I would pay for, and I hate everything.

And remember, the quantity of available video surfaces in our lives is about to explode. There are a lot of business opportunities in here, but there are a lot of Web 2.0-like options, too. What a DeeJay does is more than just records, and what an Image- or Video-Jockey does can be far more than mere images.

This could be huge…

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This from my Arizona Republic real estate column:

As I write this, the entire real estate industry is on tenterhooks, waiting to see if the $8,000 first-time home-buyers tax credit is going to be extended.

It’s not really a tax credit, it’s a taxpayer-funded subsidy, a “gift” extracted by force from everyone who does not buy a house under the program. The money taken from taxpayers — either now or later by deficit spending — is money that cannot be spent or invested elsewhere.

And it’s not as though this were a zero-sum game. The actual marginal sales — the home sales that would not have happened without the subsidy — may have cost taxpayers from $40,000 to $75,000 each. And as huge as those numbers are, they ignore the interest cost of the borrowed money, the opportunity costs of mal-investment and the compound interest value of those opportunity costs.

Government action cannot create wealth. At best, it moves wealth around. At worst, government destroys wealth by taking it away from the very people who have new ideas and new technologies to invest in.

But as bad as this tax credit is, it’s only temporary. Someday it will end. The mortgage interest tax deduction — which almost no home-owners actually get — is forever. The government dominance of the secondary mortgage market — FannieMae, FreddieMac, GinnieMae, etc. — is forever.

And here’s the real kick in the head, given all we’ve been through in the real estate market over the last eight years: The National Association of Realtors reports that 59% of all new home loans this year were underwritten by the Federal Housing Authority, the Veterans Administration or the U.S. Department of Agriculture.

What this means is that a huge number of homes will have been sold this year with down-payments ranging from 3.5% to -5%. Six out of ten new mortgages are essentially nothing-down loans.

The U.S. government wants to buy your vote by making home-ownership easy. But the net effect of government intrusions in the real estate market is to create a standing wave of foreclosures amid steadily-declining home values.

 
Steal this book: I’ve written over 200 of these real estate columns. They are consistently one of the most popular features on our blogs. Many of them are dated and/or entirely Phoenixocentric. But many others are timeless and generic. If you want to use any of my columns on your weblog or web site, feel free. Three rules: Don’t change my text, credit me as the author and give me a link back to http://www.bloodhoundrealty.com/ with appropriate anchor text. Something like this, perhaps:

<a href="http://www.bloodhoundrealty.com/" target="_blank">
Phoenix Realtor Greg Swann</a> suggested I share this with you:

Am I link-baiting? You bet. The quid pro quo is free content for your site that pulls eyeballs and excites interest.

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Really quickly. A lot of us have various opt in methods. Free books, blog comments, FB adds.

What are we doing with that noise? Hello.  Call them.

Objection #1 “But I Can’t Find A Numba”

OKAY, fine.  You can’t find a number.  Sergey and Eric made this little website, it’s a good starting point.  So is linkedIn.  So is Twitter.  Search your lists.  Search everything you do, and yeah, you can “find a numba.”

It’s not hard.

Some hints:  a lot of people are in the 90 and 9 in your fb list.

A lot of people are in linkedin.

A lot of people are attached to someone else.

Objection 2: But, Daddy, They’ll HAAAAAAAAAATE me.

Twice, maybe.  Twice I’ve called people and gotten some sort of jerk face.  Offense that I’d dare call them.  I call  about 15 people a day.  75 a week.  I have had a bunch of people I got no interest in, that’s for sure.   I have a bunch of people that I can’t stand…another given.   And a bunch of people that want the free stuff.  No sweat.

More often, I call people, decide that they are morons and don’t pursue anything.  With them.  I call, they’re not interesting….to me.  See, calling about 75 people a week gives me options.  I don’t need to chase every imbecile or get anxious about stuff.

…I don’t have any Boiler Room Jedi Mind Tricks.  I don’t even currently have a script.  I’m not that good…I step up to the plate and take my hacks.   And that’s enough to make me a living that has been six figures 9 out of 10 years 2006, friends was the bad, bad year  I know you all were laughing, but I was rocked hard by the IRS, my own ego, and a bunch of rental properties that were imbecilic.

Objection 3:  I shouldn’t have to sell.  I’m such a great blogger that they should come to me.

Okay fine.   Look, they did. They came, saw and commented.  They gave you love, they gave you some confidence.  Now pick up the phone, and close the deal.  They are BEGGING to give you their money.   Go grab it.  They voted yes, checked that box.

You need to call and CARE ABOUT THEM.  Give ‘em some value, sell to help, do the best you can.  Nobody’s perfect.  Not one soul.  The Nazarene gave us all some grace because nobody’s perfect.  Look, I like people that I pick.  I picked my wife, I picked most of my best clients.  Hunting people down gives you options.  Finding and serving the best people you know how to serve…is the surest path to riches.

Now, I’ve done some dumb stuff, I’ve had well intentioned process screw ups, and this year I was too slow to react and have a good customer service pattern.  Fixed that now, mostly.

Objection #4: But I hate Cold Calling!

Dude, stop.  This is not cold calling.  You’ve served helped and added value.  This is nothing like cold calling.   At all.   This is followup.  You introduce yourself, politely, assume nothing, and call to connect and to help.  Don’t be attached to the outcome.  You’re following up.

Hell, they might have been to embarrassed to call about their question and you’ll be helping them…doing them a favor.

Just don’t be attached to an outcome, be there to help not to make a sale, and focus on them, not you.  Amazin’ what happens if you do this.

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One of the things that I truly dig about Ryan is his utter willingness to try anything.  Goofy?  Serious?  Whatever?  It’s all in play for him.  What keeps people on pages longer he’ll do.

I’m now free to do that.  I was constrained by subordinating everything to someone else’s “best practices.”  The Caples stuff, other people’s methods, best practices, and the Fortin stuff that you see working.  I am Japan.  Like Bawld Guy. Take ideas, appropriate…make ‘em mine, lather rinse repeat, and knock out another 5 of my 10,000 hours.

No more need simply copy.  Enter A/B Testing.  You can create a loop that corrects itself.  By not having your ego involved, by subordinating EVERYTHING to effectiveness, you can try ANYTHING and see what’s what. Wanna see if pink hippos sell?  Go.

Blog Consultant Michael Martine pointed this killer video out, and for those of us using WordPress and a Theme of some type that allows page level layout changes (for color scheme and suchlike) this is the cool.

Now, I can do 2 things: see if pink hippos sell , and see what sells better than what else.

Questions I am going to address:

• Does a highly produced video sell better or worse than a “Garage bandy” deal?
• Does 16×9 kill 4×3 like I think it does?
• Does asking for a sale work better than asking for an opt in?
• Does asking for a sale AND an opt in lower the chances of either one happening?
• Does leading or closing with testimonials work better?
• Do testimonials work at all?
• Should I have dense or sparse sidebars for the purpose of getting opts?

Heady stuff, and stuff that can let us run experiments to test it, and guard our marketing dollars.  This is an utter blast, if testing is part of what you do on a regular basis, you can constantly improve your marketing.

When you learn what people respond to in marketing…

…you can improve your salesmanship.

That’s why we do what we do.

How to do A/B Testing with WordPress from Carsonified on Vimeo.

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I was talking with Jeff Brown on the phone yesterday about how much we depend on passive marketing devices — our Phoenix real estate weblog mainly — to generate new business.

We don’t even do all that much. By now there are much better resources to turn to than me for advice on how to do real estate weblogging. But what we do is consequential, because we are constantly adding to our inventory of hard-headed real estate information.

As an example, I wrote a post this morning on the factors that contribute most to the profitability of Phoenix-area rental home investments. That post in turn supports a basic guide I have prepared on rental home investing in suburban Phoenix.

What am I up to? I’m pre-conditioning future clients, for one thing. I’m sharing a lot of hard-headed information, but I’m also letting them know what it’s going to be like to work with me. In addition, I’m splitting the herd, isolating the people I will want to work with and sending the others packing.

The weblog post will have a future in other locations. I can use the HTML to make a very compelling Craigslist ad. And, in the long run, that post will add to the content on our static real estate investments page.

Here’s the best news: The people I hear from who will have pursued all of this information will come to me pre-sold. I won’t have to cover as much of the basics with them on the phone. They will not have picked up the phone to call me until they had already committed to hearing more of what I have to say. They won’t be slam-dunk conversions, necessarily — investors never are — but their business will be mind to get — or to lose — with no significant competition.

I am not diminishing more active prospecting strategies — much the contrary — but this is the kind of thing that I can set up once that will pay me over and over again. And as others here have noted, the climate for rental home investors in Phoenix just keeps getting better and better.

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This from my Arizona Republic real estate column (permanent link):

We represented the buyers for a million-dollar house, our first, that closed this week. A week from now, we will be listing a million-dollar home, also a first for us. We are carrying two listings at $450,000 right now, with another to come, and we will be listing another home at $800,000 shortly.

But also this week, I sold a property for $65,000. Just a few weeks ago, one of my listings sold for $27,000.

Am I schizophrenic? I hope not. But I am scared to death to say no to anyone right now.

Salespeople like to say yes. It’s not in our nature to turn people down. We like to make people happy if we can.

But I have no idea when this recession is going to end, so I don’t want to pass on any opportunity that might present itself.

Here’s the funny part: We’re living with a foxhole mentality, but 2009 is going to be our second-best year since we came into the real estate business. We’re not rich by any means, but we’re making more money than we have in the past three years.

But here’s the unfunny part: Virtually all of our income for 2009 is coming to us in the second half of the year. Our business was all-but-moribund in the first two quarters, and we came much too close to losing our own home.

So I am not proud, bashful or shy. If you have a real estate problem, I’m ready to talk about it. We’re working sixteen hours a day, at least, seven days a week. We haven’t taken time off in three years, and I don’t know when we will take our next vacation.

The job is survival right now, and I know we’re not alone among Realtors in thinking this way.

I’m nobody’s bear, and I would love to believe all the cheerleading I hear in the news about the real estate market. But my strategy for now is to just say yes to every opportunity I get to earn a living.

 
Spread the word: Click here for a printer-ready version of this column.

Or: Steal this book: I’ve written over 200 of these real estate columns. They are consistently one of the most popular features on our blogs. Many of them are dated and/or entirely Phoenixocentric. But many others are timeless and generic. If you want to use any of my columns on your weblog or web site, feel free. Three rules: Don’t change my text, credit me as the author and give me a link back to http://www.bloodhoundrealty.com/ with appropriate anchor text. Something like this, perhaps:

<a href="http://www.bloodhoundrealty.com/" target="_blank">
Phoenix Realtor Greg Swann</a> suggested I share this with you:

Am I link-baiting? You bet. The quid pro quo is free content for your site that pulls eyeballs and excites interest.

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A week from today, we will list our first million-dollar residence. (The web site is a placeholder as I write this. We’ll begin to populate it next week.)

But the home is a spectacular specimen, and we wanted to do something more to bring that out. So yesterday we put together our first full-color brochure for a home.

That’s the outside face. Full-size is 17×11″, with a fold in the middle to permit it to fit into our flyer boxes. You’ll have to imagine where the fold will split the image.

And here is the inside face. If you click on either image, you can see the full-size, full-bleed pre-press files. Fair warning: They’re 87 megabytes each.

Here’s the text from the inside front panel:

True luxury, true elegance is not a
vast accumulation of shiny trinkets,
a mass of dazzling distractions.
The artifacts of genuine wealth are
streamlined, refined, stripped down
to the essence. Simple. Unaffected.
The best expression of your limit-
less lifestyle is a home that serves
as the jewelry box for the precious
treasure that is your family…

And that’s why god made Lord & Taylor…

This is going to be a fun one for us, a chance to put every idea we’ve been playing with to the test.

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In addition to a criminal law practice, I’m building an equine law practice.  This is where the real money might be made, and real good might be accomplished.

Each year, tens of millions of dollars are swindled from horse owners.  Unlike the real estate industry - which has its share of fraud and corruption, and brokers serving as “agents” on both sides of the deal - the equine industry has very little transparency, no mandated disclosure forms, and no independent verification of price or value.

Agents, acting on behalf of the buyer or the seller, will sometimes pad the price, will sometimes simply tell the other side that the buyer is looking for a horse in such-and-such price range (which will signal to the seller to raise the price of the horse), will not disclose important health or soundness issues, and will engage in strawman purchases, where the agent buys the horse and flips it to the true buyer days later.

Because there are no mandated disclosure forms, and because so many deals are done on a handshake, the buyer may never realize she bought a horse for tens of thousands more than the seller sold the horse.  The agent in the middle pockets the difference, in addition to the agent’s stated 10 or 15 percent commission.

If you’ve been around hunters, jumpers, eventing horses, or dressage horses, you know what I’m talking about.

The goal of my practice is not just to clean up a mess after the fraud has been done (which is a very difficult thing to uncover), but to stop the fraud in its tracks.  I’ll be launching EquineSurety in January, 2010.  In the meantime, I’m taking some lessons’ out of Phil Hodgen’s book, building out a website, starting the marketing, creating videos, building out content, and networking in the industry.

Here are the first videos…

Stop Horse Fraud

…a series of which I’m creating, which are simple, clean, and ask provocative questions.  I have a sign-up form on the website to start to collect names of interested horse owners who can later been contacted once the project is launched.

Already, I’ve gotten some good leads from Brian Brady, and indeed, if you’ve got feedback, ideas, thoughts, or contacts, I’d be thrilled to hear about them.  In addition, because many of the problems in equine and horse sales are similar to problems in the residential real estate market, if you’ve got insights on that end, I’d be thrilled to hear them.

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